How to Manage Online Customer Feedback with Voice of the Customer (VoC) Studies
Have you ever wondered what people do when they visit your site?
Are users accomplishing what they came for? Do they have a positive experience while they are there? Would they recommend your site to a friend or colleague?
Obtaining Customer Feedback and managing Customer Experience is the top priority for most companies. If you are a CX Professional, you know that one of the most effective ways to do this is by engaging with the customer, giving users a voice and collecting as much structured feedback as possible.
In fact, you are probably aware that your visitors are a great, if not the greatest, source for ideas. They can offer everything from new product recommendations to suggestions on your site’s structure and if given the opportunity, might even point out specifics on your site’s overall look and feel. Voice of the Customer Studies make collecting this type of data a breeze.
What are the key benefits of Voice of the Customer Solutions?
A VoC study is aimed at collecting ‘true’ data on participants who visit a site.
In general, Voice of the Customer studies are really just another way to round out and complete the research you are already conducting. Conducting this type of study will help you gain true insights to data that you could not otherwise capture in an artificial environment or with artificial task scenarios:
- You can obtain valuable statistics about who your users are and what they want from your website
- You can find out if visitors leave your site while having accomplished their goals
- You can analyze whether a visitor’s online experience was positive, neutral or negative
- You can get the Net Promoter Score and find out if visitors would recommend your site to others
Voice of the Customer Studies vs Usability Testing
Most usability research is based on observing what participants do when you give them a specific task or watching participants do something as you are telling them to do things they would typically do on a site. It’s oriented more for collecting specific data on the ease of use on particular tasks conducted on your site.
VoC studies will help you measure purpose or reasons why visitors come to your site, satisfaction (NPS), and profile.
While usability testing is done to measure website performance (such as task success or abandonment, or time on task) and gather users´ comments while trying to complete tasks (using think-aloud), VoC studies will help you measure purpose or reasons why visitors come to your site, satisfaction (NPS), and profile.
Usability testing is often used during the design stage, with low or high fidelity prototypes. VoC studies are done once a product is live. Therefore, the combination of both studies (usability and Voice of the Customer) can help you measure the online experience throughout the whole product development life cycle.
How do Voice of the Customer studies work?
- Users go to a website on their computer with a clear idea of what they intend to do. They navigate to a site and, once there, they have a goal in mind.
- Visitors are invited to participate in a short survey as they arrive to the site’s homepage or any target page of your choice.
- Before users actually participate and fill out the survey, they are told to continue surfing and do what they came to do as they normally would on the site.
- Users spend as little or as long as they wish on the site accomplishing their goal. Only when they are done, they can choose to start the questionnaire.
- During the survey participants are asked a series of questions related to their experience, such as:
- What did you come to do?
- Can you tell us a bit about yourself? (basic demographic data)
- Did you accomplish your goal?
- Were you happy with your experience?
- How likely are you to recommend the site to others?
- How can we make our site better?
These are all important pieces of data that could not be otherwise captured in an observational study.
Important features of Voice of the Customer studies
- You can also choose to embed an initial questionnaire within the site intercept layer
- Reduce flow problems with the an instructions transition feature
- Apply conditions to your final questionnaire based on initial questions
- Seamlessly integrate Google Analytics and Omniture by means of a web analytics integration
- Choose from 3 different options when configuring Voice of the Customer:
- Intercept > Instructions > Final Questionnaire
- Intercept > Initial Questionnaire > Instructions > Final Questionnaire
- Intercept > Initial Questionnaire only (all embedded within the layer. No new windows open.)
How do you gain quantitative metrics and feedback on your site?
With Voice of the Customer, you have the capability of conducting studies with hundreds, or even thousands of participants geographically spread and in an ongoing basis (say a 1-year period). Your data will be well representative of your population and you will gain quantitative UX metrics and feedback on your site improving your business ratios.
A VoC Solution can be launched for short periods of time, over the course of a week or two, conducted quarterly and/or per design change, or on a yearly basis. It can be used to capture traffic on high volume days (such as a major holidays) and gather information on the differences in satisfaction according to the day the site is hit. It can also be used to target specific areas of your site that may have high traffic volume and are critical to your business needs.
What results do you get from Voice of the Customer Studies?
Researchers get three types of results from a VoC study:
- Survey responses:Statistically significant quantitative responses and qualitative feedback from users accomplishing real goals and facing real issues on your website. Researchers can find instances of customer delight as well, that tell a story of the good and the bad of the website.
- Analytics:With the analytics integration, researchers can measure the ROI of key marketing features on the site. They can create profiles out of the site’s traffic flow. Analytics integration can get answers to the following questions:
- What are the demographics of the traffic on a website?
- Was the visit from a mobile or desktop?
- What is the frequency of visits to a website?
- What is the percentage of paid vs. free user? How are their experiences different? How do their satisfaction scores differ?
- What is the active period of time on the website?
- What are the most frequently visited pages/sections?
Segmenting users helps give context to the satisfaction/dissatisfaction, success/non success scores and reasons for abandoning a task on the website.
Behavioral Data: Some VoC solutions allow researchers to also track behavior with clickstreams and heatmaps. Clickstreams are a great source of information while evaluating the sales funnel and calculating the conversion rate. It tells you the percentage of users that dropped off from a particular page and the reasons for it.
The clickstream below is from a study done on a Norwegian Cruise Website. The clickstream shows the dominant path users took to accomplish their task of booking a cruise
The following heatmap is from a Norwegian Cruise Website study. The heatmap shows the links users clicked on while booking a cruise.
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