Voice of the Customer

A Bonus Recommendation for Reopening Your VoC Program

Why include video in your surveys? Capturing how your customers feel after their experience will yield insights that you could never get from a standard survey question.

Woman taking selfie video with her phone
Sean McDade, PhD

Sean McDade, PhD

Founder & CEO, PeopleMetrics

In my last blog post, I offered 5 recommendations for re-opening your VoC program in light of COVID-19 closures.
If you have not checked out that blog post, I highly recommend doing so (click here to read).
In this blog post, I am offering a bonus recommendation for reopening your VoC program:
Include video in your surveys

Woman recording selfie video on her phone

Why video?

Video is what most engages customers. User-generated videos dominate all social media platforms, including YouTube, Facebook and Instagram.

The reason? Video captures customer feelings and emotions better than anything else.

With safety being the top concern above all else, capturing how your customers felt after their experience will yield insights that you could never get from a rating question or even an open-ended question.

What is the best way to incorporate video into your surveys?

Start slow by including a video option at the end of your survey about a recent experience.

Ask your standard questions first and then give your customer the opportunity to share how they felt about their most recent experience in their own words (and gestures).

With safety being top of mind for everyone, you can also include it in your video capture question: “Please record a video that describes how safe you felt when visiting us. Please share what we did to make you feel safe and anything we could do to improve.”

Not all your customers will record a video (expect between 2-5% of all responses), but those who do will provide you with context that you cannot get anywhere else.

Make sure you or someone on your team watches each and every video that a customer shares.

Use this feedback to make changes to improve feelings of safety or to improve other areas of the customer experience.

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About the Author

Sean McDade, PhD is the author of Listen or Die: 40 Lessons That Turn Customer Feedback Into Gold. He founded PeopleMetrics in 2001 and is the architect of the company’s customer experience management (CEM) software platform. As CEO, he guides the company’s vision and strategy. Sean has over 20 years of experience helping companies measure and improve the customer experience. Earlier in his career, he spent five years at the Gallup Organization, where he was the practice leader of their consulting division. His company offers CEM software with advanced machine learning solutions and hands-on analytical support to help companies make sense of their CX data. Sean holds a Ph.D. in Business Administration with a specialization in marketing science from Temple University in Philadelphia. He has published eight articles in peer-reviewed scholarly journals and has taught over 25 marketing classes. Sean was named a 40 under 40 award recipient of the Philadelphia region. He is an active Angel Investor, including investments in Tender Greens, CloudMine and Sidecar.

Topic: Customer Experience

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