Voice of the Customer Vs. Voice of the Agent
Contact centers have embraced the channel revolution. Over the past decade, we have seen the early movers adopt emerging channels from chat and mobile to the complexities of social media. With the rise of new channels, many thought voice calls would decline. However, customers are still relying on phones to communicate with customer service departments. Due to this trend, contact centers need to work even harder to provide an aligned, omnichannel experience. Data, not only mining it, but also using it in an actionable way, is an integral piece of the puzzle.
While all of this has been happening, a strong emphasis has been placed on the idea of Voice of the Agent (VoA) data. VoA data includes the information that during a phone call, chat, email, or tweet, the agents discover. Be it a customer upset about a policy, or experience, to an error with the website that prevents the completion of an order.
Due to tight budgets and the desire to increase savings for clients, those in the customer experience industry look to translate the VoA data and present it back to consumer affairs departments to show value, and turn that value into profit. In doing so, VoA often gets rebranded as Voice of the Customer (VoC), but in doing so, certain insights may be lost. It’s important to keep the two separate.
Voice of the Customer and Voice of the Agent is not the same thing. The way we define it is as follows:
Voice of the Agent
Captures observations and other insights that take place during the customer interaction. Can be used to make actionable, operational changes that make an immediate impact in a short time period.
- Disposition (reason code, verbatim, etc)
- Competitive intelligence
- Issues or comments with products/services
- Website navigation
Voice of the Customer
Captures direct feedback from the customer relating to their experience. Often used in a more forward thinking way to improve the end user experience and impact the future state of the customer journey.
- Post call survey
Can one insight influence another, like a QA scorecard relates to customer satisfaction? Absolutely! But, it’s important to recognize that there is a difference between these two data sources and recognize that both are useful in creating a clear picture of the customer journey.