Acting on VoC insights
In today's technologically-rich business market, companies are in close quarters with customers and their opinions. Through various channels, customers are expressing their contentment and discontentment; gratitude and grievances about your business. This is an opportunity to understand your customers truly and grow at scale. But, businesses just do not succeed by mere understanding their customers. Of course, understanding helps at a greater level. But, success lies in action.
Your customers leave different kinds of feedback with distinct purposes like a complaint to report a fault, a suggestion to improve the deliverables, a query about the recent purchase, a comparison of brand offering, an escalation on lapsed SLA, disappointment on the recent engagement, or even appreciation on latest purchase, and so on. An action to these variable feedbacks should also be dynamic and contextual.
VoC in Zoho CRM gives you powerful ways to act on your customer insights based on the feedback. You can
Automating records using VoC insights
VoC in automation allows organizations to tailor responses based on customer interactions, preferences, and feedback, leading to more personalized and relevant communication. Automation also enables swift responses to customer inquiries, issues, and feedback, enhancing overall satisfaction by addressing concerns promptly.
In Zoho CRM, Zia offers features such as email sentiment analysis and email intent. With VoC integration, it is now possible to create workflows in Email module based on specific keywords identified in emails.
Consider this scenario: You receive an email from a lead expressing dissatisfaction with the price of your product. Sales representatives may not always be available around the clock to respond instantly, and such delays could potentially result in losing a deal. However, using email keywords, you can configure a workflow with specific criteria:
- If the email keyword contains 'price'
- And the email sentiment is negative
You can implement automation that promptly sends an email to the lead with a personalized discount coupon. This swift response not only addresses the customer's concern but also enhances their satisfaction, potentially salvaging the deal through timely and tailored engagement.
To set a workflow rule with email keywords
- Go to Setup > Automation > Workflow Rules.
- Click Create Rule.
- In the Create New Rule page, do the following:
- Select Email from the Module drop-down list.
- Enter the Rule Name and Description.
- Click Next.
- Select Incoming email under When you want to execute the rule?
- Click Next.
- In Condition do the following:
- In Would you like to set conditions for email fields? click Yes
- Set the following conditions:
- Email keyword contains 'price'
- Email sentiment is negative
- In Apply this rule to, select the module as Leads
- In Which leads you want to apply this rule to? select All.
- Click Next.
- In Actions, choose Email Notification and associate an email template.
- Click Save.
VoC in Advanced filters
Customer feedbacks are not always direct nor verbal. Their behavior and expressions will also account for feedback.
On that note, VoC collects three types of feedback from channels integrated with Zoho CRM like emails, telephony, Zoho Survey, Zoho Desk, Zoho Social, and record notes jotted down by the sales reps.
- Direct feedback is solicited feedback like survey responses. Submissions via Zoho Survey is an example of direct feedback.
- Indirect feedback includes social media interactions, customer emails, calls, and tickets, from Zoho Social, email, Zoho Telephony, and Zoho Desk integrations, respectively. These are unsolicited feedback customers come up with.
- Inferred feedback is derived from indirect indicators of customer sentiments and behavior, purchase patterns, and agent's summaries from customer correspondences. It accounts for all subjective and behavioral cues customers exhibit during their interaction with your businesses. These are brought to the table by Zia's intelligence.
These feedback types are categorized as related modules called VoC events, VoC keywords, VoC responses, and VoC resources. These related modules are subjected to analyses by the tool and are concealed for users' eyes.
VoC events: Record actions or customer progression in process are considered as events in VoC. For example: lead conversion, deal closure, action after recommendation, action after calls, and such, are tracked as events and stored as data within the Events module.
VoC keywords: From the customer correspondences, VoC parses notable mentions of terms using Zia's intelligence. These words are also monitored for their sentiment and frequency, thus helping your business to understand the general perception about your brand. These strings of feedback and their respective correspondence information are stored under the Keywords module.
VoC responses: Customers respond to emails, surveys, or through calls. These responses are stored along with their emotions, intents, and sentiments as a module.
VoC resources: Resources are for technical comprehension of the tool. It stores the data type of the feedback.
These related modules (except the resources) are used as filter parameters in the advanced filter on the module you have configured your VoC for. That is, if you have chosen Contacts module as primary module in your VoC configuration, then the advanced filter in that module will have these modules and their attributes to it.
In Zoho CRM, advanced filters is a useful toolkit to filter the pool of records based on their attributes. These attributes can be field values and record actions of the native module, and values and actions from the modules these records are related with. Learn more about advanced filters in Zoho CRM.
Filtering records using VoC insights
Under the filter by related modules section of the advanced filter, you can locate the following VoC modules along with their qualifiers and attributes.
VoC Events
The values that you see in the table are customer/ record behavior. Based on your choice of criteria, the tool will relate the behaviors with their VoC response and render results.
For example: If you'd like to view customer records that are churned out, then the tool will look for records that churned out and see if those records displayed any behavior that instigated them to churn. The tool will consider sentiments, keywords, or emotions in those responses and then render a list of records that churned. You should understand like these are customers that churned indicating symptoms/ cues for churn. Likewise, other records for events are processed.
Modules | Module Qualifiers | Fields | Field qualifiers | Categories | Value |
VoC Events |
| Event |
| Churn events | Churned out |
Lead events (Applicable for VoC enabled in leads module) |
| ||||
Deal events (Applicable for any sales module that is configured as primary module in VoC) |
| ||||
Call performance Metrics |
| ||||
Event time | In the last/ due in/ on/ before/after/ between/ not between/ today/ tomorrow/ starting tomorrow/ yesterday/ till yesterday/ this week/ this month/ last week/ last month / this year/ current FY/ Current FQ/ Last year/ Previous FY/ Next FY/ Next FQ/ is empty/ is not empty | number of | days/ month/ year |
VoC keywords:
This filter enables you to sift records based on the keywords and related sentiments around the uttered keywords. You can see all customers with a similar perception about the transaction with your business, as keywords have the potential to reveal customer biases and unspoken intentions.
You can view the population of customers who feel in a certain way about your business, you can see what is the majority of intents, monitor what your agents are saying; Which competitor is being referred to by what kind of customers and so on, as a list view upon applying these criteria.
Module | Module qualifiers | Fields | Field qualifier | Values |
VoC Keywords |
| Keyword
|
| <Any keyword> |
Keyword intent |
|
| ||
Keyword mentioned agent | Select a user from your organization | |||
Keyword mentioned by |
| |||
Keyword sentiment |
| |||
Keyword Type |
|
VoC Response: The response filter contains the cognitive attributes observed in the responses. You can filter records based on these factors to understand the number of customers that has a certain emotion or sentiment. You can also filter customers by their score to group customers with low score contributions.
Module | Module qualifiers | Fields | Field qualifier | Values |
VoC Response |
| Emotion
|
|
|
Response Intent |
|
| ||
Responded type |
| |||
Sentiment |
| |||
|
| |||
|
| |||
|
| Survey NPS Score | =, !=, <, <=, >, >=, between, not between, is empty, is not empty | <Numerical value> |
|
| Responded time | In the last/ due in/ on/ before/after/ between/ not between/ today/ tomorrow/ starting tomorrow/ yesterday/ till yesterday/ this week/ this month/ last week/ last month / this year/ current FY/ Current FQ/ Last year/ Previous FY/ Next FY/ Next FQ/ is empty/ is not empty | Numerical value / days, month, or year |
To filter records based on VoC attributes
The VoC filter attributes will be visible only on modules, that are configured as primary module.
- Go to the module, you want to filter your records.(For example: Contacts)
- In the left pane of the module, you'd be able to see the advanced filter.
- Navigate to the filter by related modules section.
- In the bottom, you'd be able to see VoC Events, VoC keywords, and VoC response as fields.
- Select the desired field, provide the desired qualifiers, and values for the fields you'd like.
- Click on Apply Filter. The records meeting the defined criteria will be displayed in the module view of the page.
- You can select some or all of it, and perform mass actions to those records to act on them.
- You can save the filter with the applied criteria to have that view of records on display constantly.
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