Voice of the Customer Programs (VOC)

As a business owner one of the most significant advantages you possess is relationship with your customers – not only in geography but also in intimacy. The CEO of Ford cannot interact with his customers like you can.

To that end, the natural evolution after creating and delivering your Marketing Plan and Tactical Marketing Plan is to look at ways of engaging with your existing customer base at a higher, more intimate level.

If you can engage existing customers at an intimate level then you have the opportunity to increase satisfaction, loyalty, trust and collaboration. The end result is highly satisfied customers who will ultimately become Customer Advocates.

One of the ways to create the Customer Advocate mentality throughout your organization is to impliment Voice of the Customer Programs (VOC).

These programs provide customers with a platform (their voices) in regards to specific areas of your business: products, services, community, strategy and so on. One of the most popular VOC programs is a “Product Advisory Committee” or PAC. PAC’s are usually created and managed by individual field users (customers). The PAC meets at least once a quarter to discuss anything and everything about the product. (Minutes, action plans and/or deliverables from the PAC meetings are shared with an organization’s management team and help navigate the overall direction of a product or service. The PAC creates an opportunity to exchange information about individual products or services with key customers who are utilizing them the most.)

Create

The best part of VOC programs is that they are relatively inexpensive to implement and are customized for each organization or product. In some cases the customers themselves organize and manage the program with little or no involvement from the organization.

Consulture can help your organization create any voice of the customer program. The creation process involves an assessment of your customer base as well as an understanding of the goals and objectives associated with each program.

Deliver

Consulture helps your business organize each program to ensure its success by creating specific bylaws and structure, to creating and distributing invitations to customers in the field. Depending on your needs, Consulture can help facilitate the program (each meeting) to ensure the goals and objectives of each program is being fulfilled.

Manage

Consulture will help your organization stay on track by measuring each program’s success.