Signature Worldwide Releases Free Voice of the Customer E-Book to Help Companies Listen to Their Customers and Improve the Customer Experience

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Customers are familiar with surveys that assess how likely they are to recommend a business, but what are companies doing with this information? Signature Worldwide, known internationally for training companies to provide better customer service, has worked to institute a process for their own company to listen to their customers and distill the feedback into actionable information. Now, the company is releasing a free e-book outlining what they've learned to help their B2B customers also learn the benefits of finding out why customers love them and what creates an excellent customer experience.

Voice of the Customer Free E-book Sample Page

Sample E-book Page

We have learned so much since launching our voice of the customer initiative and want to help our customers and other businesses learn the value of getting the right insight at the right time, as well as identifying their company evangelists.

Companies love to guess why their customers love or hate them, but in the business world, guessing comes at a price. When companies take the time to listen to their customers and establish a continuous feedback or voice of the customer process, they are able to take action based on quantitative results and qualitative analysis. Signature Worldwide is releasing a free e-book Voice of the Customer: Finding Out Why Customers Love You to help companies, based on their own experience with establishing a VOC initiative.

"Listening to a customer tell their story about their individual customer journey is both fascinating and inspiring," said Cara Posey, Director of Marketing for Signature Worldwide. "We have learned so much since launching our voice of the customer initiative and want to help our customers and other businesses learn the value of getting the right insight at the right time, as well as identifying their company evangelists."

Signature Worldwide makes it clear that customer experience is important to them: this was one of the reasons they recently launched a new website to answer the question of "How can we show a prospective customer exactly what they will experience when they do business with us?"

In addition to presenting a clear value proposition, Signature Worldwide knew that they needed to create a two-way communication process that provided continuous feedback throughout the year. A key part of this process involves identifying your promoters, passives, and detractors through the Net Promoter Score (NPS) question, or the Ultimate Question, created by Fred Reichheld to assess how likely a customer is to recommend you to a friend or colleague. In addition to this, there are other questions and methods that can be used to obtain both quantitative and qualitative feedback from customers about their feelings, experiences, suggestions, and overall customer journey.

Former Forrester Research analyst Andrew McInnes has written about voice of the customer, net promoter score, and customer experience and makes an important point: statistically valid data is important to make decisions, but we can't overlook the comments and stories shared throughout the process. At the end of the day, the goal isn't so much about the actual score, but about improving the customer experience and creating happier, more loyal customers.

"Signature Worldwide is committed to listening to our customers and improving our processes so that we can in turn improve customer service and sales skills for companies around the world," said Posey. "If we can raise our customers' awareness about the importance for them to listen to their own customers along the way, that is ideal and helps us all achieve our end goal of creating excellent customer experiences."

Signature Worldwide began in 1986 training hotel employees to improve customer service levels, increase RevPAR, raise occupancy levels and ultimately generate more revenue for hospitality clients. Over the past 25 years, they have expanded their industry expertise to multifamily and public housing, equipment, trucking, party and event rental, senior living and in 2010 introduced social media training. Signature Worldwide is able to make a significant impact for their customers, regardless of whether their customer inquiries are by phone, face-to-face, or online.

About Signature Worldwide:

Signature Worldwide is the leading provider of training and business solutions to service-based organizations, creating tailored employee training and marketing programs that directly impact the bottom line. Established in 1986 and headquartered in Dublin, Ohio, Signature Worldwide operates throughout North America and has licensees in four other continents; Africa, Asia, Europe and South America. For more information, connect with Signature Worldwide via Twitter or Facebook.

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Cara Posey
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