VoS Playbook: Make feedback more actionable

Introduction

In today's digital age, where customer surveys are used to make key product and business decisions, understanding and addressing customer feedback is paramount. This guide will walk you through Glassbox's "Voice of the Silent" (Vos) solution, a revolutionary tool that empowers you to uncover the sentiments of the silent majority-customers who encounter issues but remain silent.

By the conclusion of this guide, you'll have a definitive roadmap to transform silent feedback into actionable insights, ensuring your product and business decisions are informed by the entirety of your user's feedback.

The Challenge

Customers are encountering a blank page after clicking "checkout" while buying a service plan from a communications company. Despite only 4% of visitors reporting this issue, its true impact in terms of both size and scope is unknown.

Without additional information, determining whether to prioritize this issue or address other more pressing errors becomes exceedingly challenging. In this case, the company faced three primary challenges:

1. They were unaware of the true number of affected sessions as only 4% of visitors left feedback.
2. The negative feedback caused a low NPS and CSAT score, which may only reflect the vocal minority. 
3. They had difficulty replicating the issue and pinpointing the cause. 

The Solution

To tackle these challenges, the company utilized a combination of Glassbox's advanced modules, including VoS, Session Replay, User Timeline, Funnel Analysis, and Real-Time Alerts. These components collectively provide a toolkit to identify and understand the silent majority's experiences, quantifying the impact of their struggles and prioritizing fixes accordingly. This approach ensures that every customer's voice, whether they provide feedback or not, receives attention and prompts action, driving significant improvements in user satisfaction and business outcomes.

Overview of Relevant Glassbox Modules

• Voice of the Silent (VoS):
  Use feed back from similar sessions to discover your true customer sentiment.
  Using Al, Vos leverages data from sessions where feedback was provided to identify similar sessions with no feedback but a nearly identical experience.
  This will allow you to accurately analyze feedback scores, taking into account not only what is being said but also how frequently it was experienced.
• Session Replay:
  Playback a session recording to see exactly what occurred.
  A session consists of all the activities the user performs from the time they enter the website or app until the user leaves or the session times out (20 minutes). Glassbox is a tagless solution that automatically records all the user interactions, struggles, errors and metadata of a session.
  Use data on customer comments, to filter for sessions with a specific keyword to understand how many sessions include this keyword. Easily search for sessions using Glassbox Insights Assistant (GIA), an Al tool that can translate simple queries into comprehensive searches. Discover exactly what happened by watching session replays linked to Vos feedback. 
• User Timeline:
  Discover exactly which customers were affected.
  Glassbox User Timeline combines all of a user's sessions across devices and applications, even when they are not logged in. This tool allows you to view your users' lifetime activities, and discover how a user's experiences in later sessions were impacted by the session in which they provided feedback.
• Funnel Analysis:
  Investigate any issue or opportunity and its revenue impact.
  A Glassbox ad-hoc funnel can be set up to understand the true impact of an issue. Simply drag and drop elements from the session to discover significant points of abandonment and easily connect them to revenue loss.
• Real-Time Alerts:
  Set up real-time alerts and get notified instantly when certain predefined conditions or thresholds are met.
  Glassbox's real-time alerts can be customized to track any metric and provide immediate notifications when a specific user behavior occurs. Using these alerts, organizations can proactively address customer concerns and improve user experiences.

Step-by-Step Guide

Step 1:

Utilize Vos to find similar sessions and discover the true impact of the blank page issue that 4% of customers reported seeing. This will allow you to prioritize the issue better and understand how many customers were really affected.

Step 2:

Use GIA to search for sessions where a blank page was experienced after checkout. Viewing these sessions will allow you to see the actions taken immediately before the checkout page. You will likely discover commonalities among these sessions, significantly reducing the time it takes to understand the root cause of the issue.

Step 3:

Create a funnel to identify the number of impacted sessions and see exactly where they abandoned their journey. Funnels can also be turned into Business Flows where you can easily see converted revenue and revenue opportunity loss.

Step 4:

Utilize the Struggle Report to isolate blank page struggle types and discover which devices, browsers, and countries are most affected. From the Struggle Report, you can also drill down into the affected page journeys and discover any common navigation paths taken by those who experienced the blank page.

Conclusion

With Glassbox's Voice of the Silent (VoS), you can finally extract meaningful insights from the limited feedback typically gathered through Voice of the Customer (VoC) surveys. Vos transforms this scant data into invaluable insights.

There's no need to focus on increasing survey participation; instead, you can gain a deeper understanding of what the majority of your customers truly feel, even when the majority remain silent. Vos assists in identifying and quantifying any problems within your website or app, allowing you to grasp the frequency and impact of each issue encountered.

Related Resources

Product page: Learn more about VoS and take a live product tour.
Blog Post: Voice of the Silent: AI is transforming customer feedback before our eyes.
Webinar: VoS: The Sound of Silence - Are You Listening?

Glassbox is the premier provider of Al-fueled customer intelligence solutions, working with the world's smartest digital brands to revolutionize the way companies engage and connect with their customers online. Purpose-built for the enterprise, Glassbox securely captures data across infinite digital interactions to understand the root causes behind customer behaviors, transforming data into decisions so brands can act in mere minutes. Customers across industries and geographies, including Marriot Hotels & Resorts, Quicken, Inc., Credit.com, Danone, L'Oreal, Nestle, Ace Hardware, Air Canada, and 60% of the world's largest banks, choose Glassbox to translate deep customer insights into enhanced digital experiences, leading to improved brand loyalty, conversions and revenue. Glassbox has been recognized for its industry prowess and strength of its solutions by G2, named as a G2 Top Software Company and a leader in multiple categories based on high satisfaction scores from real customer reviews.