I attended a webinar today titled Understanding the Voice of the Customer: How to Effectively Gather and Leverage Customer Insight from Multiple Channels to Enhance the Customer Experience. I’m obviously all about both Voice of the Customer and the Customer Experience. But they immediately lost me when the presentation began with:
And it wasn’t just their first slide. Every slide had scrunched text that was difficult to read.
Voice of the Customer is critical, and I’m happy when companies provide VOC tools. But Voice of the Customer research is only data until somebody cares enough to make a change based off of the results. And this webinar shows me that the sales group at Autonomy-an-HP-Company (a phrase they used over and over again) doesn’t care about the customer enough to check their work first.
They must have used a custom font that I don’t have. I tried viewing it full-screen and in different browsers with no change, so it probably wasn’t unique to me. All of their attendees – customers and prospects – must have seen this. I mentioned it to the moderator, but after telling me to try full-screen she stopped responding. A minimal level of testing would have discovered this problem and presented a much better customer experience. Instead, they told me a lot about their concern for my customer experience.
Autonomy-an-HP-Company’s webinar offers a clear lesson to all of us as we build our customer experience. Just sharing the Voice of the Customer isn’t sufficient – we also have to find a way to get people to think of the customer before they act. We need them to care.
All of the Voice of the Customer work, the Net Promoter Score, the Customer Loyalty metrics – these are only indicators as to how much you care about your customer experience, and how that impacts your customers or clients. I don’t know how the scores for Autonomy-an-HP-Company’s customers, but if this is the level of care they show to prospects, I’m guessing their Customer Satisfaction Survey or Net Promoter scores aren’t great.
Take a look at your latest customer experience offerings. Are you taking the time to make sure things work right, or are you accidentally testing your offerings on your customers? This is clearly a case where Autonomy-an-HP-Company just did not proof their work. And I find that throwing an ugly presentation at your prospects and customers in the name of Voice of the Customer and Customer Experience very ironic.