Listening to the voice of your customers requires a few clear steps: planning the study, avoiding known pitfalls, asking the right questions, designing the navigation, integrating the VOC into your website, trying the study out, selecting respondents, collecting data, and analyzing the results.
Before you give your customers a voice, it’s a good idea to think about what you want to learn. If you’re just looking for general feedback, a simple button on the website will suffice. But if you want insights, you’re going to have to ask them some questions.
It’s best to have a specific question in mind. Avinash Kausik suggests four basic questions (which he’s rolled into a free service, called 4Q and shown in Figure 7-12, along with VOC provider iPerceptions at http://4q.iperceptions.com/FAQs.aspx).
Satisfaction: “How would you rate your site experience overall?”
Intention: “What was the primary purpose of your visit?”
Accomplishment: “Were you able to complete the purpose of your visit today?”
Details: “What do you value most about this site?” or “Why weren’t you able to achieve the purpose of your visit?” Of course, visitors can’t answer this until the end of the visit.
Figure 7-12. A question from iPerceptions’ 4Q service
These four questions get to the heart of VOC: Why did visitors do what they did?
If you just want to understand ...