Insights from our Voice of the Customer Roadshow

Last Thursday, Delvinia and AskingCanadians partnered with Confirmit to bring the organization’s International Voice of the Customer and Mobile Research Roadshows to Toronto.

The day began with a VoC breakfast event for 50 guests at The Ritz-Carlton hotel. Karine Del Moro, Senior Director, Confirmit; Delvinia President Steve Mast and Rick Bedard, Director of Training Operations with FlightSafety International were the featured speakers.

Karine kicked off the session with a presentation about Best Practices in Building a Successful VoC Program, telling the audience that VoC should be focused on action and building engagement not only with customers, but across the organization.

She outlined six key steps to follow in building a program, including: define, design, capture, analyze, act and review. And, she challenged the audience to look at the broader landscape to determine the key issues for their business in order to identify how a VoC program can help to achieve their organization’s goals.

To view Karine’s presentation, see the slides below.

Steve followed Karine with a presentation about The Customer POV, which explored the questions; Do customers believe brands are really listening to them? What do customers want in return for their feedback? And, do customers care about the feedback experience?

Steve presented research from the AskingCanadians online research community about Canadians’ views on providing feedback. For example:
• 91 per cent feel it’s important for brands to offer a feedback channel
• 69 per cent provided feedback to a brand in the past year.
• 50 per cent feel that brands are more receptive to feedback than 3 years ago.

Steve told the audience the one thing customers want in response to their feedback is action. And he reported that as many as one in three customers have switched brands as a result of being frustrated with the brand experience.

To view Steve’s presentation, see the slides below.

The third and final presentation of the morning came from Rick Bedard who spoke about FlightSafety’s journey in implementing a Voice of the Customer program in partnership with Confirmit. Rick told the crowd that FlightSafety had adopted a Voices of Business approach that involves listening not only to the customer, but also to the client and employees. Since implementing the program, Rick said the ability to learn, and translate the learning into action rapidly, is proving to be the ultimate competitive advantage for the company.

To view Rick’s presentation, please see the slides below.

We’ll be posting video clips from our VoC event in the coming days. In the meantime, our Facebook page has a selection of photos from the VoC and Mobile Research Roadshows.

For more on our Mobile Research event, please see the AskingCanadians blog.