The validity of both customer complaint and survey data are challenged by most operations staff and are a weak basis for creating a compelling business case for investment in customer experience. When operations data is added to the mix, the case is enhanced. This workshop will provide innovative best practices for enhancing customer contact and survey data collection as well as show how operations data doubles the impact.
For example, if a delivery company has a container with 300 packages miss a connection in Memphis, 300 customers will have a problem though only 30 will complain the next morning and 20 will complete surveys the following day. While the complaints will convey anger and surveys loyalty impact, the operational data on 300 packages describes the full number of customers impacted.
This session, presented by Goodman of CCMC and Melanie Moreland of KraftHeinz, will outline three sets of data (contact, survey and operations/quality) needed to have a complete VOC and how to fill the "iffy" holes in each type of data.
Surveys and complaints often have low response rates and operations fails to measure many issues that customers encounter. Best practices for enhancing the quality and credibility of each source will be provided as well as how to integrate the three to create an almost bullet-proof estimate of the number of customers affected by an issue. A key factor for extrapolating contacts to the market is the "multiplier", how many problems exist in the market for each one reported via a channel, e.g., chat. Examples will be drawn from CPG - showing data from the 2024 CPG study sponsored by KraftHeinz, Pepsi, Purina, Kellanova and Colgate Palmolive - CPG 2024 Complaint study - https://bit.ly/3QIYsuz , as well as financial services and B2B and B2C technology.
Goodman will outline the methodology and research basis for best practices and Moreland will show how KraftHeinz has leveraged each data source separately and on an integrated basis.

Takeaway

1. the VOC is much stronger using three types of data, surveys, complaints/contacts, and operations which, together are more credible to skeptics.
2. How to integrate the multiple types of data to create a unified picture of reality using the multiplier and how to estimate it for a company or a particular type of problem
3. How to convert instances in the market place into revenue and word of mouth impact estimates that will be accepted by the Finance and Marketing functions
4. How to use the VOC to set practical targets that are measurable and create functional accountability.