Introduction The VOYC is a highly reliable and documented method for understanding what is in and on the mind of the customers. VOYC measures the effectiveness of telephone communications and its influence on the customer relationships, satisfaction levels, retention and ability to up-sell.
VOYC produces two types of results that are extracted from telephone conversations with customers through a proprietary computer-based analysis. These results are:
- VOYC Satisfaction Index: Reports on relationship with customers and identifies factors that improve and those that injure customer satisfaction.
- In/On Customer’s Mind: Reports on what customers are discussing, what they are asking for and the issues that concern them.
Why is this important? While important for maintaining consistency in customer phone interactions, tools that rate call performance based upon adherence to static scripts cannot measure how successful that call was in producing a satisfied customer, or whether that call resulted in additional sales. Rote adherence to a script can actually reduce customer satisfaction and sales with customers who expect spontaneous and personal interactions. Unfortunately, this means that call centre representatives can be penalized for improvising on a call, regardless of how well the customer was handled. VOYC addresses this by providing an additional performance metric that is tied to the most important dimensions of customer relationship management- satisfaction and sales.
There are four observable conditions that are used to evaluate the outcome of customer conversations. Since these outcomes conditions exist in every phone call, they are converted to metrics that can be compared over time, segmented as needed and compared to external benchmarks.
The VOYC outcome conditions are:
- The customer’s Predisposition (favorable and unfavorable)
- Issue resolution (success rate)
- Value added that was not expected by the customer (added or not added)
- The customer’s Reaction at the end of the conversation (positive or negative)
What is the Cost?
- Set-up costs $2,500 to $15,000
- Per-call costs $15 to $75