What Does It Take To Access And Hear The Richness Of The Voice Of The Customer?
Posted by Maz Iqbal
I invite you to take a zen like look into the whole ‘voice of the customer’ thing. By ‘voice of the customer’ I mean the practice of using customer surveys to get customer feedback. And then turning these individuals customer surveys into tables, charts, reports, and presentations which are fed to managers. By zen I mean a simple direct looking into the concrete reality void of ideology-conceptualisation and self deception.
What do you see when you take that zen like look at this ‘voice of the customer’ thing? Here is what shows up for me: I do not hear the voice of the customer! There is no voice of the customer! So what is there? Paper, ink, text, diagrams; no human voice speaks.
We, human beings, are masters of self-deception. We are told that being effective with customers starts with customer insight. We are told that being effective involves listening to the voice of the customer. We are told that being effective requires ‘walking in the shoes’ of the customer. What do we do? We get busy with technology centred services that keep Tops and Middles as distant, as insulated, from customers as usual. But now with the illusion of being in contact with the customer!
Before I go on, I wish to make it clear that I am not bashing ‘voice of the customer’ surveying. These surveys, if designed, implemented, and used correctly can provide some useful information. And if the limitations are gotten by those who need to get them (Tops and Middles) then they can be a useful tool. However, this is not what I have experienced. What have I experienced? It occurs to me that many managers use this tools to avoid actually listening to the voice of the customer. And to stay within their comfort zones: the office-corporate environment.
So what does it take to access AND hear the voice of the customer. I invite you to read and ponder the following (bolding is my work):
How do your decisions affect customers and suppliers? It’s hard for us to imagine this well if we don’t really know the customers and vendors we work with. And we can’t know them if we hardly ever see them. This is one reason why it’s so important to give people a chance to get …., out of their offices, and out of the building, to visit the people they serve.
Whenever manufacturing or design people actually make site visits and see firsthand how customers are using their products, they develop a new insightful imaginative feel for the needs of the customer, and sometimes the plight of the customer. They come face to face with what really works well and what doesn’t work as it should. They hear from other real people what they like and don’t like about the product, what they need and what they’d really like to have if it were just possible. When the end user becomes a face and a voice, a genuine, three dimensional human being, it is much more difficult to ignore his or her interests and needs. This is a natural impetus for good decision making, with the customer’s interest at heart.
- Tom Morris, If Aristotle Ran General Motors
Is this all there is to get another human being – be s/he a customer, an employee, a partner or a supplier? No. Even in my home I notice that some of us prefer not to be present to that which is so. Why? Because being present to the reality of the impact of our behaviour can be painful especially if we are committed to keeping our existing practices intact.
So what does it take to get another human being: his/her needs, his/her experience, his/her dreams? I invite you to read-ponder the following:
… we need to cultivate a perceptive imagination on two different levels. First, we need imagination on a small scale. We need empathy. You can’t know how you would want to be treated if you were in another person’s shoes unless you can imagine what it would be like to be in his shoes. It is hard to develop empathy in a robust form without getting to know in concrete and detailed ways the people with whom we need to empathise. One of the most important business commandments then should be: Know thy customer. And it’s equal should be: Know thy associate…… Service and empathy must flow through an organisation first if they are to flow out unimpeded to those with whom the organisation does business.
We also need to cultivate imagination on a large scale, a vivid vision for our lives and our businesses. We need an imaginative conception of what we are doing, a big picture for the contribution we are making to the world. We need a map with coordinates to guide us in our concrete day-to-day decisions….. With a powerful ethical vision directing all our thoughts, we don’t need long list of rules to guide us. We are both informed and inspired to do what is right.
- Tom Morris, If Aristotle Ran General Motors
Summing up, if I am to access and hear the richness of the voice of my customers, my associates, my value creation partners, then the starting point is dropping my ego which constantly calls out “Me, me, ME!”. And rigorously embracing practices that call forth fellow feeling; moving from an I-It way of showing up and travelling in the world to the I-Thou mode. What I have found is that as I do this the workability of my relationships and my effectiveness-impact increases. So does my experience of being alive and being fulfilled. What about you?
I thank you for your listening and I hope you will cause-create a great weekend for yourselves and your fellow human beings starting with those with whom you are in most intimate contact. And if you happen to be a Top or a Middle and are serious about listening to your customers then leave your office and go talk with real flesh+blood human beings. And note that you will not have listened, really listened, until you humanity (the best of you) has been called forth and put into these encounters with your fellow human beings disguised as ‘customers’. Incidentally, this is what social really is.
Posted on July 5, 2014, in Customer Insight (inc VoC), Leadership / Change / Transformation, Social, Employee Engagement and tagged customer experience, customer insight, Voice of the Customer, empathy, Vision, Imagination. Bookmark the permalink. 2 Comments.