Voice of the customer should be captured at all stages of the customer lifecycle from pre to post purchase. Direct input from your customers and prospects plays an important role in everything from product development and market research to prospecting, selling and providing world-class customer service. Here’s more information:
Have Live Conversations on the Phone
One of the most important methods for accurately capturing the voice of the customer is to engage in a live, two-way conversation with them on the phone. Insights are often missed using other communication methods such as online chat or email. On the phone, a customer is more likely to open up and discuss a variety of topics, especially when they are asked the right questions. They often feel less inhibited too by having the conversation over the phone vs. in person.
Gain Valuable Information on the Call
Let’s take a closer look at some of the voice of the customer information that is easily gathered during the pre-sales, lead generation and qualification process. When you take the time to have a meaningful conversation during a prospecting call, you gain valuable, actionable information, whether the prospect is interested in learning more and moving forward at that time or not. If the prospect is interested, you can find out why they are interested and what their motivation is for moving forward in the sales process.
For example, the decision maker might be new and looking for a solution that can drive certain organizational changes that are in line with their vision for the company. Or, maybe the company is in a growth stage and didn’t need the product or service in the past, but now they do. This background qualification information should be passed on to the sales team and will make it easier for them to create a rapport with the decision maker and close the sale.
Determine if a Lead is Interested
If, during a phone conversation, you find out that the lead isn’t interested, you have an opportunity to ask why – and this is information you don’t generally get from other lead generation channels. For example, maybe they just implemented a solution with a competitor. If so, you can follow up by asking which one and why that choice was made. Or, perhaps the company is going through an organizational re-structure and it’s bad timing. This isn’t to say the lead will never be interested, though, and it’s worthwhile to follow back up in a few months.
Whether the lead is interested at the moment or not, these live, two-way conversations as part of an inside sales campaign yield a lot of valuable information and can help your marketing and sales efforts. They provide the opportunity to gather market intelligence and voice of the customer information that otherwise might have been missed.