4 mistakes to avoid in VOC program for fuel industry
How does your fuel business peak in 2022?
The answer is simple; by listening, learning and building long-term relationships with your customer. It is safe to say that you can absolutely change how your fuel brand is currently functioning by interacting with your customers to find out what they want. As a fuel brand in this competitive fuel industry that is constantly providing for its customers and leaving no stone unturned to achieve customer success and customer satisfaction, you need to start picking up on the tricks too. In this case, the trick is the voice of customer (VOC) research as a part of the customer experience (CX) program and customer experience management (CXM). The biggest mistake you could be making is not adhering to the VOC research program in the fuel industry or worse, not administering it frequently!
What is Voice of Customer in the fuel industry?
VOC is a proactive and innovative method to capture the ever-changing requirements of your customers. In this process the feedback or requests and requirements of the customers are collected internally and externally to cater to the customer needs with the best-in-class products or services. The voice of the customer in the fuel retail industry can be collected through many techniques like direct discussion/interviews, focus groups, surveys, field reports, complaint logs, customer specifications/observations, warranty data, etc. This data that is collected in an efficient manner is then used to identify the quality needed for a component or material to be incorporated into the process/service or product of your business. This feedback process can change how your customers perceive you and help you reach the mainstream goals of your fuel brand like customer retention, customer success and customer satisfaction. The voice of customer program needs to be administered at brief intervals so you do not become obsolete among your customers whose expectations are rising. The moment you decide to halt this process your competitor will rise above you and take your space!
How to start a Voice of Customer program in the fuel industry?
There are 5 simple steps you will need to follow before you can change your current operations. We will briefly list them out for you:
- Identify your customer: who is your customer, what is your target audience and what kind of people are coming to your store are questions you need answers to before you move on to the next step.
- What do you want to know: which part of your business are you focusing on? Do you want to change your product or work on better service? Of course, each of these questions is to be listed in this voice of customer questionnaire but if you are looking for something specific make sure to enhance those questions for a direct answer.
The next three steps are simple yet critical - collect data, identify your customer needs from the data you’ve collected where you would be able to notice repetitions and finally make a list of critical changes that need to be made by your business.
Even when you adhere to all these steps and try your best not to mess up the schedule, there may be some hiccups. That is why we are going to talk about the 4 primary ways your VOC program can go wrong in the fuel industry. Let us take a look at the voice of customer mistakes that you could be making:
- Not identifying every relevant customer group:
one of the most common mistakes you as a fuel brand is making in your VOC program is not identifying all yout customer groups. This could mean that you are only focusing on your regular customer age group while avoiding the new (Gen Z/Millennial) crowd that is making their way into your fuel retail store/fuel convenience store or fuel station. The new generation is full of ideas and they have seen what is working better in your industry. They are most likely to shift from you to your competitor the minute your competitor brings something relevant or new to the table like new products at their fuel convenience store, better payment options or attractive promotional gigs. Their shift will entirely be on you because you did not adapt to their needs. This mistake could also be made in terms of not identifying the internal groups who have an insight into the bill-paying customer. We witnessed this when a Life Insurance retention project which happened to gather the Voice of the Customer data from current and former policy holders and somehow missed a primary component. They did not work on whether customers were given other alternatives to help decrease their premium payments. This major discrepancy was identified much later, when the Call Center representatives took over the process through telephonic conversation.
- Not clarifying goals of the data collection step upfront:
the second major problem you could be catering to yourself is not clarifying the goals during data collection. What does a company or in this case your fuel industry brand focus on the most? Outcomes. However, when you focus too much on the outcomes you are bound to forget the factors that influence your outcomes. The reason you administer a VOC research program is to make potential changes in the outcome. But if you happen to make this mistake there are chances that the data you receive from your fuel industry VOC program will miss important details that can help you make changes. For example, a leading firm did a VOC research and found that there was a lack of information when it came to employees handling problems on their own. The firm missed out on asking the customers what kind of information they needed. This led to them having to administer another round of VOC that would give them more intel.
- Using the wrong data collection method for the type of information you need:
as we mentioned earlier in this blog there are many ways to collect the data that you need, but most businesses choose less labour-intensive methods like surveys. You are more likely to get detailed feedback and review when you do interviews and focus groups. The best way to avoid such a mistake is to use multiple methods of collecting data as opposed to sticking to one method.
- Not probing the customer statements:
lastly, connected to using only one way of data collection another mistake you could possibly make is not probing your customer enough to reach to the bottom of the issue. For example, if your customer states they want better customer service, you need to probe them to answer what exactly they are expecting else you will end up translating this statement in a different way or brainstorming with your team to understand what the customer means which will lead you to an incomplete voice of customer research that is not detailed.
Not translating customer statements to a report that can be analysed further is yet another mistake fuel businesses make. That is why companies like SonataGBW do the job with precision to avoid any such discrepancies. SonataGBW has spent over 27 years in the customer experience industry and catered to more than 100 clients that have benefitted from our services. If your fuel industry brand needs reformation through the voice of customer research then we are here to help you analyze, report and reform your way into customer satisfaction through the voice of customer research as a leading customer experience company. For more details click here.
Our CX solutions are focused on transforming the total customer experience through surveys, metrics, analytics and auditing by using the CXM framework to combine physical measurements with digital Platformation™ capabilities. We are committed to finding the right customer experience strategy that can lead to a competitive advantage.
Sonata GBW is a global technology company specializing in customer experience CX measurement, platform-based digital transformation, supporting businesses to become connected, open, intelligent and scalable. Global coverage of more than 105 markets with over 27 years of market leadership through extensive measurement capabilities, powerful and intuitive reporting and analytics platforms give us the leverage to improve customer experience. It has presence across USA, Canada, EMEA and APAC regions. If you would like to know more about how we can assist you, please fill out the business enquiry form below.