Five C’s of Mobile VoC Disruption
Bruce Temkin
Human experience visionary, dynamic keynote speaker and executive advisor who helps organizations better understand and cater to human beings in ways that drive success and improve humanity
We just published a Temkin Group report, Five C’s of Mobile VoC Disruption: Best Practices for Embracing the Power of Mobile in Your Voice of the Customer Program.
As mobile continues to grow in importance, companies will need to renovate their voice of the customer (VoC) programs. Why? Because mobile is more than just another communications channel – it is transforming the way that companies and customers interact.
To help companies modernize their VoC programs to account for this increase in mobile usage, we’ve identified the key areas in which mobile is different from other channels, what we call the “Five C’s of Mobile VoC Disruption: “Condensed, Comprehensive, Current, Conversational, and Contextual. These disruptive characteristics will force companies to redefine how they capture, share, and act on customer insights.
The report identifies more than 20 best practices that span all areas of a VoC program, including soliciting in-the-moment feedback for key interactions and accelerating the sharing of useful insights.
In order to use mobile successfully, companies need to evolve through three stages of change that we describe: 1) Mobile-Enabled, 2) Mobile-Adjusted, and 3) Mobile-First.