Operationalising Feedback in Your VOC Contact Centre

Your contact centre is more than just a hub for resolving customer issues—it's the heart of your business. It handles countless interactions, making it the perfect place to collect and act on valuable Voice of the Customer (VOC) data. However, many organisations struggle to turn this feedback into real-world improvements. How can you operationalise customer feedback to make lasting changes that improve both customer satisfaction and your bottom line?

Let’s explore some best practices for effectively using feedback in your VOC contact centre to ensure it fuels continuous improvement.

1. Choose the Right VOC Platform

The foundation of any VOC programme lies in choosing the right platform. Your solution should integrate seamlessly with your telephony and customer service systems, allowing for effortless survey distribution. This helps ensure that the feedback loop begins as soon as the customer hangs up the phone. A strong platform also supports omni-channel capabilities, so feedback can be gathered across voice, email, and social channels, providing a holistic view of customer sentiment.

Key features to look for:

• Telephony integration for seamless survey triggering.
• Omni-channel support for feedback across multiple customer touchpoints.
• Real-time data collection to address issues swiftly.

2. Use Real-Time Feedback to Power Service Recovery

One of the greatest benefits of operationalising feedback is the ability to act on it immediately. Real-time feedback alerts allow you to identify dissatisfied customers and resolve issues before they escalate. This proactive approach not only recovers customer trust but can also turn a negative experience into a positive one—often resulting in higher loyalty.

Implement systems that:

• Send automatic alerts for low customer ratings.
• Provide the data needed for rapid service recovery.
• Allow for long-term root cause analysis to prevent recurring issues.

3. Match Feedback to Individual Agent Performance

Feedback is only valuable when it’s actionable. Linking customer feedback to individual agents allows for targeted training and improvement opportunities. By tying feedback directly to agent performance, team leaders can identify top performers and those who may need additional coaching. Role-based dashboards also foster healthy competition among teams, driving continuous improvement.

Look for VOC solutions that:

• Map feedback to individual agents for personalised performance management.
• Offer role-based dashboards that promote accountability and engagement.
• Highlight opportunities for coaching and upskilling based on feedback trends.

4. Drive Long-Term Operational Improvement

The power of VOC lies in its ability to drive continuous improvement within the contact centre. By understanding the root causes of customer dissatisfaction, whether it's agent behaviour, internal processes, or product-related issues, you can implement changes that result in measurable improvements in customer experience (CX).

Implementing a system that enables data-driven decision-making ensures your contact centre remains agile and able to adapt to customer needs.

In one case, a large contact centre using Smoke CI's Eyerys platform saved $4 million and saw an 8% increase in first-call resolution after operationalising their VOC feedback. By escalating service failures in real-time and mapping agent performance, the company improved both customer satisfaction and operational efficiency.

Take Action Now!
Want to see how you can save costs and improve CX through feedback? Download our full case study to discover how Smoke CI helped one organisation operationalise VOC data to save millions and boost satisfaction.