The ABC of Voice of Customer

We know that the digital jargon can be pretty overwhelming… VOC, UX, CX, NPS. What do they mean? What’s the difference? If you’re wondering the same, you’ve come to the right place. The ABC of Voice of Customer is a collection of Usability, Customer Experience and Voice of Customer definitions that will help you to improve your understanding of the digital environment.

Usability

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Usability

According to the International Standards Organization (ISO 9241), usability is the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use. In other words, good usability implies that users can easily use a product and by doing so, reach their goals quickly and without meeting friction. Some aspects of usability overlap with the user experience (UX) of a system, meaning good usability should also include a good user experience.

Read more about usability:

The Term Game: Usability Definitions

User Experience (UX)

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User Experience (UX)

UX is the subjective feeling a user gets when using a product, system, or service. User experiences are drawn from a user’s individual perception of different aspects of the experience such as appeal, information content, accessibility, credibility, relevance, ease of use, etc. The greater a site’s ‘experience’, the more enticing it is to users. User Experience Designers are able to offer great marketability, branding and usability through visual design.

Read more about user experience:

UX Fundamentals: Concepts, Process & Proving The Value

User Interface

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User Interface

The UI is the interface of any machine or system the end user interacts with. Through the user interface, the user operates the machine or system and receives feedback over success or failure of the given orders. In order to fulfill the requirements of good usability and user experience, a user interface needs to be usable, intuitive and, to a certain degree, fun to use.

Read more about user interface:

A Short History of Computer User Interface Design

User Centered Design (UCD)

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User Centered Design (UCD)

User Centered Design (UCD) describes the development process of any kind of product or user interface that has the end user as its main focus. UCD always starts with a thorough analysis of the needs, expectations, and limitations of the user. The design process is iterative and involves repetitive user testing to validate each step of the process.

Voice of Customer (VoC)

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Voice of Customer (VoC)

Voice of the Customer (VoC) is the process of collecting insights into customers’ wants and needs through their own words. It began as a way to link customer needs to performance measures in Japanese product development, but currently, it’s a popular method of market research and customer feedback collection for top performing companies in many verticals. The Voice of the Customer can be captured through various methods: surveys, emails, chat transcripts, phone calls, social media interactions, etc. The insights collected can be further translated into clear business objectives that will help bridge the gap between customer expectations and the organization’s offerings.

Read more about Voice of Customer:

3 Reasons Why You Should Start Using a VoC Solution

Customer-Centricity

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Customer-Centricity

Companies that are customer-centric, focus on what their users want to accomplish and develop a deep understanding of their needs and preferences. They design products and experiences that fulfill and exceed customers’ expectations. To discover what customers prefer and what elements in the product or service work best for them is subject of continuous product improvement. Mature digital companies maintain a perspective on customers that’s contributed to by all departments that in some form interact with customers. Because of this, central customer relationship management is crucial.

Read more about customer-centricity:

How to Become a Customer-Centric Company

Customer Experience (CX)

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Customer Experience (CX)

Customer experience can be defined as your customers’ perceptions of their relationship with your organization resulting from all interactions during the customer journey. Customer experience involves designing and reacting to a customer’s interactions in order to either meet or exceed their expectations. In doing so, the objective is to increase customer satisfaction, loyalty, and advocacy. This includes your customer’s ability to have a helpful, pleasant, and positive total experience with your organization. Differentiating your product or service by offering a great CX does not only help increase your revenue and sales, but also help you gain competitive advantage.

Read more about customer experience:

Next Level CX: The Brands That Are Getting It Right

Omnichannel Experience

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Omnichannel Experience

The omni-channel experience is a multi-channel approach to connecting to customers in a way that creates an integrated and cohesive customer experience no matter the point of interaction between an organization and the customer. In comparison to a multi-channel experience, an omnichannel experience requires a deeper degree of integration and alignment between organizational departments and functions across an organization in terms of messaging, goals, objectives, and design across each channel and device.

Read more about omnichannel experience:

Omnichannel Shopping: Optimizing an Ecommerce App

Customer Journey

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Customer Journey

The customer journey is the cumulative sum of experiences that customers go through when interacting with an organization. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience as the customer moves through various touch-points from awareness to engagement and purchase.

Read more about customer journey:

Designing A Checkout Flow That Converts

Digital Customer Experience (DCX)

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Digital Customer Experience (DCX)

The Digital Customer Experience (DCX) ecompasses all interactions between an organization and its customers experienced through a digital interface like a computer, smartphone or tablet. As customer interactions become primarily digital, the quality of these digital impressions has a defining impact on your overall customer experience. For example, digital issues such as a slow performing website or recurrent app crashes will negatively influence your conversion rates, customer satisfaction and brand reputation.

Read more about digital customer experience:

Next Level CX: The Brands That Are Getting It Right

Digital Transformation

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Digital Transformation

Digital Transformation is the process of integrating digital technologies in all aspects of a business. It involves a radical shift in processes, activities, culture and mindset by leveraging emerging technologies for accelerated growth. Given the growing demands of the digitally savvy consumers, organizations must adopt and adapt technology to meet customer expectations or risk falling behind competition.

Read more about digital transformation:

How Digital Transformation Brings Positive Changes in Customer Experience

Net Promoter Score (NPS)

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Net Promoter Score (NPS)

Net Promoter Score (NPS) is a measure used for determining the engagement and loyalty of customers. The score is calculated by simply asking customers “How likely are you to share {x} with your friends and family?”, presenting them with a 0-10 scale to answer. NPS is based on the principle that every company’s customers can be divided into three categories: those who score 0-6 are Detractors, 7-8 scores are Passives, and 9-10 scores are Promoters.

Read more about Net Promoter Score:

NPS: The What, The Why, The How

Customer Satisfaction Score (CSAT)

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Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) is a measure used for determining the level of satisfaction as a result of a specific interaction with an organization. The score is calculated by asking customers a question such as “How satisfied are you with the experience?” rated on a scale from 1-10 (the scale can vary depending on your organizational objectives). CSAT can be used for measuring customer experience at various touch points during the customer journey.

Read more about Customer Satisfaction Score:

Which Metrics Are Most Important for Optimizing CX?

Customer Effort Score (CES)

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Customer Effort Score (CES)

Customer Effort Score (CES) is a customer satisfaction measurement that evaluates the ease of an experience with an organization. CES is mostly used at precise moments or with isolated user experiences for measuring customer effort. It is measured by asking a single question “How easy was it to solve your problem today?” scored on a scale from 1 (low effort) to 5 (high effort).

Read more about customer effort score:

Which Metrics Are Most Important for Optimizing CX?

Customer Retention

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Customer Retention

Customer retention is the ability of an organization to retain customers over a given period of time. It’s a measure of customer loyalty and it assesses an organization’s capacity of satisfying its customers by creating positive experiences. In most cases, retaining existing customers is less expensive than acquiring new ones. As a result, investing in a customer loyalty program can help you increase customer lifetime value and ultimately profits on the long term.

Customer Loyalty

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Customer Loyalty

Customer loyalty is the result of a series of positive customer experiences with a brand and translates into constant and repeated purchases over an extended period of time. Customer loyalty is a key objective of customer relationship management and a measure for a company’s success. Loyal customers tend to purchase more often, spend a greater share of their wallet and also recommend their favorite products and services to their friends and family.

Customer Insights

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Customer Insights

Customer insights are key intuitive understandings about your customers garnered through analyzing and mining user feedback and data analytics. This includes any instance of understanding the motivations, thoughts, behavior, requirements, needs and/or wants of the customer - which can be proven true through qualitative or quantitative data.

Read more about customer insights:

Why Your Whole Team Needs Voice of Customer Insights

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