“Your most unhappy customers are your greatest source of learning” – Bill Gates
It All Starts with Customer Experience
Customer experience is key for business success, especially when it comes to B2C companies. The ability for a company to analyze and optimize all touch points with their customers became a cornerstone of successful brands such as Apple, who claims that great customer experience is their “secret sauce”. The motivation for investing in this is clear, considering the fact that 62% of global consumers switched service providers due to bad customer experience.
An important part of being able to successfully deliver superior customer experience is through the implementation of voice of the customer (VoC) programs. These programs include continuous collection and analysis of customer feedback. This is done using surveys and interviews, delivered via online channels, SMS, and more. This feedback is what shifts a company from having a monologue to having a dialogue with customers.
Yet even with the evident importance of gathering valuable customer feedback, many companies are still not maximizing touch points with their customers.
Most companies that invest in VoC programs are collecting feedback via SMS, emails, online forms and IVR systems.
While many organizations are constantly looking for new and more effective ways to engage with their customers, many are not using ever-present operational documents. Bills, quotes, contracts and other documents are an integral part of the relationship between a brand and its customers. Take, for example, a communication service provider; while not all of their customers participate in SMS surveys, all of them receive their monthly bill. This is an established communication channel that is a part of the ongoing relationship between the brand and the customer.
But quotes and invoices are not the only regular provider-to-customer interactions that are missed for gathering VoC; even documents that include blood test results and insurance claim forms present an opportunity to get customer feedback. As consistent touch points, these documents should be viewed as a potential VoC feedback channels.
Beyond the fact that operational documents and result forms are a usual part of the communication between companies or service providers and their customers, they also have another important advantage: according to our data, up to 90% of operational documents, including invoices, are being opened by the receiver. This is a considerably high opening rate in comparison to other channels. For instance, email opening rate could be as low as 13.8% in some industries. This means that even in cases in which a company has their customer’s email addresses, the vast majority of them won’t participate in the VoC program.
Rethinking the Role of Operational Documents
Bills, quotes and other operational documents are an integral part of the ongoing communication between brands and customers. Take a look at your organization and ask yourself:
Are we having a monologue or a dialogue with our customers?