Vanchura. Двухэтапная стратегия «Голос клиента» для повышения вовлеченности
Разработали две VOC-стратегии для Vanchura: краткосрочную — для сбора первичных клиентских инсайтов, и долгосрочную — для непрерывного улучшения клиентского опыта и повышения лояльности, с использованием NPS, CSAT и CES на трех ключевых этапах внедрения.
01 —The Impact
The results, up front.
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.
Analyze
Conduct quantitative and qualitative analysis.
05 —In Practice
Project samples.
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