Case Study · Real Estate Customer Experience & Digital Transformation

Vanchura。双阶段客户之声策略，提升客户互动

为Vanchura制定了两项VOC（客户之声）策略：一项短期策略，旨在获取初步客户洞察；另一项长期策略，旨在通过NPS、CSAT和CES在三个关键实施阶段持续改进客户体验并提升忠诚度。

VOC StrategyCustomer ExperienceCustomer Loyalty

Client

Vanchura

Industry

Real Estate Customer Experience & Digital Transformation

Date

2024-08-28

Timeline

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01 —The Impact

The results, up front.

VOC Strategies Created

One short-term for initial insights and one long-term for ongoing improvement and loyalty.

Metrics Used

NPS, CSAT, and CES for experience measurement.

VOC Techniques Established

Techniques including surveys, interviews, and social media monitoring to gather feedback.

Developed a detailed Gantt chart outlining initiatives and timelines in phases. Defined each initiative's timeline, objectives, approach (how, who—RASCI), and success criteria. Established a governance framework for the VOC program with key workflows (capture, analyze, strategize, implement) and stakeholder roles (CX team, IT, data management team, CX committee, customers). Provided an in-depth study on CX metrics (NPS, CSAT, CES), giving Vanchura an understanding of these metrics and their applications.

02 — The Challenge

Where they started.

Pilot Strategy : Focused on understanding consumer preferences, identifying potential customer needs, and informing product development and marketing stra tegies. Long-Term Strategy : Geared towards refining product features, improving customer experience across touchpoints, and fostering customer loyalty and advocacy.

03 —What We Did

The work.

Defining VOC and Its Importance

VOC is a strategic tool to assess customer insights that can enhance business operations and decision-making. It's critical for understanding market needs, driving customer-centric product development, and improving the overall customer experience.

Understanding VOC Metrics and Techniques

CX Metrics : Introduced widely-used customer experience metrics and selected three most relevant for Vanchura, explaining their benefits.

VOC Techniques

Explored ten VOC techniques for collecting feedback, along with the tools and systems needed to gather and analyze data effectively.

Ask

Identify key information from potential customers.

Define feedback mechanisms and implement data collection…

Define feedback mechanisms and implement data collection throughout the customer journey.

Collect

Centralize data collection and emphasize its importance.

Validate and organize data by reviewing feedback, analyz…

Validate and organize data by reviewing feedback, analyzing quality, removing duplicates, categorizing feedback, creating dashboards, and preparing for analysis.