Voice of the Customer Strategy
Close Brothers (UK) and leading Australian hardware retailer
Developed and executed organisation-wide strategies to listen, analyse, act and measure customer feedback to drive continuous improvement, for both B2B and B2C organisations.
Close Brothers
Understand
Stakeholder and SME Research
To understand the requirements from multiple perspectives, we conducted field research with each of Close Brothers’ business units: partner and SME interviews, shadowing and contextual enquiry.
Developing Journeys
From the research and extensive workshops, we identified moments of truth in customer and partner journeys, and created journeys that articulated how our sales and service experience is currently delivered.
Voice of the customer zines
To engage senior leadership teams, we created a physical guide to Voice of the Customer tailored to each business, including their journeys, role-based benefits, objectives and metrics.
Explore & Create
Pilots
Before finalising the approach, we tested and iteratively improved the approach, methods and metrics in a variety of businesses.
Measurement framework
A strategic objective of the program was to unify the businesses under a shared measurement framework, so we helped each business define North Star, operational and journey metrics and dashboard visualisations.
capability model
Each business progressed at its own pace, so we have developed a capability model framework to track maturity over time, prioritise initiatives and engage the Executive Committee and Group Board.
Voice of the Customer Pilots
Motor finance
A B2B2C business that finances cars, vans and motorcycles through dealerships.
We delivered dealer partner onboarding and transactional surveys, and supported the procurement of a Voice of the Customer platform to enable operational measurement.
invoice finance
A B2B proposition that helps businesses maintain cashflow through minimising turnaround time on invoices.
The pilot delivered new client onboarding, account review and transactional surveys, and significantly improved the response rate and closed loop action approach versus their existing annual surveys.
premium finance
A B2B2C business financing insurance premiums for over 2.5 million commercial and personal insurance customers via brokers.
We delivered a measurement framework for customer and broker servicing channels, along with a new approach to measuring corporate broker relationships.
Australian Hardware Retailer
from framework to voc in action
Working with stakeholders across the organisation, we developed a framework across the eCommerce and webrooming journeys, identifying moments of truth to develop into survey touchpoints: always-on, embedded, intercept and episodic.
Once these touchpoints were designed and implemented, we led customer insight forums to analyse the survey data quantitatively and qualitatively, combining it with data insights to provide a rich picture of the current experience and action plans for continuous improvement. This led to an array of enhancements to the digital experience, including the set store function and cart messaging.
Example survey