In July, we had the incredible privilege of engaging in a dynamic LinkedIn Live session with Tonya Bjurstrom. During this insightful conversation, we explored her expertise in assisting growing businesses capture Voice of Customer, as well as delving into the innovative tools within Salesforce to implement this vital information.  

As a business owner with a keen eye on success, you're well aware that tapping into customer insights is the key to driving your business forward. This is precisely where the dynamic duo of Salesforce CRM and the Voice of the Customer (VoC) comes into play. In this blog, we'll delve deep into the world of Salesforce CRM and explore how it empowers you to capture and leverage the invaluable voice of your customers, reshaping the very fabric of your business.

Defining Voice of Customer: Beyond Metrics

Voice of the Customer (VoC) refers to a systematic process of collecting, analyzing, and leveraging feedback and insights from your customers to understand their preferences, expectations, and experiences with your products, services, or brand. It's a way to gain a deeper understanding of customer needs and sentiments in order to improve your offerings, enhance customer satisfaction, and drive business growth.

Diving deeper, the Voice of the Customer transcends traditional metrics. When implemented as a strategy, embedded in key processes of an organization, VoC uncovers hidden gems that fuel revenue growth, bolster profits, and boost customer loyalty. It’s more than just feedback; VoC illuminates pathways to growth and thought leadership, offering a profound grasp of customer needs and a superior overall experience.

By listening to the "voice" of your customers, you can uncover pain points, identify opportunities for improvement, and align your business strategies with customer expectations. VoC programs provide a comprehensive view of customer opinions, helping you build stronger relationships, enhance loyalty, and remain competitive in the market.

Anecdote: Consider a scenario where a small coffee shop owner discovers through VoC interviews that customers appreciate their coffee quality but find the seating arrangements uncomfortable. Armed with this insight, the owner revamps the seating, resulting in increased customer dwell time and higher sales.

Capturing Hidden Treasures: Unveiling VoC Insights

Tonya’s services of capturing VoC are tailored to go beyond traditional metrics and surface-level feedback. Through personalized and intimate one-on-one interviews, VoC reveals hidden gems that are often unattainable through other means. These gems are the nuggets of information that can drive revenue growth, bolster profits, and establish unwavering customer loyalty. VoC isn't just feedback; it's a pathway to innovation and thought leadership. It provides a profound understanding of customer needs, offering you the chance to deliver a truly superior overall experience.

Real-World Example: A software company conducts VoC interviews and discovers that a particular feature is confusing to users. They address this concern and witness increased user engagement and a reduction in support requests.

Salesforce Implementation and VoC

Once you capture VoC, what can you do with that information? Salesforce CRM isn't your ordinary tool; it's a game-changer that redefines how you manage customer data, interactions, and relationships. By embracing Salesforce CRM, you gain the ability to centralize leads, opportunities, accounts, and customer data. This centralized hub empowers you to enhance not only sales, marketing, and customer service operations but also your ability to capture and implement VoC insights seamlessly.

The foundation of a successful VoC strategy lies in the optimized configuration of CRM with your business processes. This alignment ensures that the insights you gather are not just captured but also shared among your team members, fostering robust communication and nurturing customer relationships.

Salesforce Features that Unlock VoC

Once Salesforce is seamlessly implemented, a world of customer insights awaits. Let's explore the array of Salesforce features that can unlock the Voice of the Customer (VoC) and elevate your understanding of customer needs.

  • Lead and Opportunity Processes: Align lead and opportunity lifecycles to track potential customers and convert them into clients.

  • Surveys and Feedback Management: With Salesforce's survey tools at your fingertips, you can effortlessly create and distribute surveys across various customer touch points. This empowers you to gather valuable feedback directly from the source. In Salesforce the survey module is integrated with support case management (ticketing system). 

  • NPS Tracking: Automate the process of Net Promoter Score (NPS) surveys within Salesforce. By gauging customer loyalty and satisfaction levels, you'll gain insights that pave the way for enhancing customer retention strategies.

  • Case Management and Service Cloud: Empower your customer support interactions with the efficiency of Salesforce's Case Management and Service Cloud. Seamlessly track feedback, swiftly resolve issues, and leave your customers with a lasting positive impression.

  • Data Analytics and Reporting: Unleash the power of data-driven decision-making by analyzing customer data and feedback through customizable dashboards and reports. This feature equips you with actionable insights for refining your strategies.

Real-World Example: Picture an e-commerce retailer who employs Salesforce's survey tools to send post-purchase surveys. By dissecting the gathered insights, they uncover areas for improvement. The result? An increase in repeat purchases as customer satisfaction soars.

Unlock the full potential of Salesforce CRM and these features to transform customer insights into actionable strategies that drive your business forward. Your journey to harnessing the Voice of the Customer begins here.

Elevating Business Brilliance: Benefits of VoC with Salesforce

Aligning CRM with evolving business processes and customer journeys is a continuous journey. Ensuring that your CRM's language aligns with VoC insights is vital for a seamless exchange of information. Regular training and updates are pivotal, especially for small to mid-sized businesses, in ensuring effective CRM adoption.

  • Enhanced Customer Understanding: By harmonizing VoC insights and CRM data, you gain a deeper understanding of customer behaviors, preferences, and pain points.

  • Informed Decision-Making: The fusion of qualitative and quantitative data empowers you to make informed decisions that resonate with your customers.

  • Community Impact: Leverage Salesforce CRM for community engagement through platforms like Salesforce Experience Cloud, fostering authentic interactions beyond transactional relationships.

Real-World Example: An educational institution implements VoC insights into their CRM. As a result, they tailor their communication strategies to address student concerns, resulting in improved student satisfaction and engagement.

Crafting Success: Collaboration for Unparalleled Excellence

In the grand finale, the collaboration between VoC experts and Salesforce CRM aficionados generates triumphs and unparalleled customer experiences. Embrace Salesforce CRM and the Voice of the Customer to script a success story defined by growth, loyalty, and triumph. Are you ready to soar? Let’s capture the voices of your customers and ascend to new business heights!

Find out what CRM Growth Strategy can do for you. 

CRM Growth Strategy offers boutique consulting services to help you get the most out of Salesforce. Learn more about combining our services as a Salesforce Partner with in-house staff to best help your growing business.

CRM Growth Strategy may be a good fit as your Salesforce implementation partner (and beyond) if you are a growing organization with up to 100 team members who will be working with Salesforce. If you need guidance on getting ready for Salesforce, or need help updating your current Salesforce systems, schedule a discovery call with us and find out how we can assist!