Anthony Chang - "Marketing Ops, RevOps: What's VOC Ops?"
Anthony Chang, Business Platform Lead for Consumer Care at Versuni, discusses how contact centers can transition from cost centers to growth drivers by leveraging the voice of customer data. He highlights the role of advanced analytics and collaboration in boosting customer lifetime value and unlocking new revenue opportunities.
WOW-24-7
Contact Centers
What’s Inside [1:58] Introduction to Anthony Chang [39:27] Full Podcast Episode [5:04] Transforming Voice-of-the-Customer Data into Revenue Drivers [6:30] Transforming Contact Center Value Through Customer Data Insights [1:55] Driving and Regenerating Value Through Interdepartmental Connections [3:16] Building a Voice of the Customer Community for Innovation and Success [5:23] Integrating Voice of Customer Across the Business Lifecycle [3:47] Leveraging Internal Data to Understand Ideal Customer Profiles [4:12] Empowering BPOs with Voice of Customer Analytics for Success [2:37] Prioritizing BPO Partnerships that Empower Voice of Customer Data [1:47] Reimagining the Contact Centers from Cost to Profit Centers [0:58] Short - Transforming Voice-of-the-Customer Data into Revenue Drivers [0:58] Short - Leveraging Internal Data to Understand Ideal Customer Profiles
Full Episode “The missed opportunity lies in the goldmine of voice of customer data, which is more difficult to analyze but ultimately pertains to your specific customers. It’s about the people buying your products and who you could convert into the most loyal consumers if you understand what they want, what they are struggling with, and address those needs specifically.” - Anthony Chang
Full Episode: Topics Covered Unlocking Value: Transforming Contact Centers into Strategic Assets Integrating Voice of the Customer Ops: A New Business Imperative Bolstering Customer Lifetime Value with Personalized VoC Insights
(5:04 Video) Transforming Voice-of-the- Customer Data into Revenue Drivers “We’re starting to leverage more of the operational data from the voice of the customer. This approach represents how we’ve been trying to answer these difficult questions and ensure that people can recognize greater value than relying solely on individual data sources.” - Anthony Chang
(6:30 Video) Transforming Contact Center Value Through Customer Data Insights "You can reduce costs by going beyond the scope of consumer care. Ultimately, to show the value, it’s up to us in consumer care or anyone passionate about the voice of customer insights to take action. You need to generate these insights yourself and demonstrate their value.“ - Anthony Chang
(1:55 Video) Driving and Regenerating Value Through Interdepartmental Connections “I think the key idea, or if we draw an analogy to marketing ops or revenue ops, is that it should focus on interdepartmental connections, as that’s ultimately where the value is generated.” - Anthony Chang
(3:16 Video) Building a Voice of the Customer Community for Innovation and Success "We take it upon ourselves to plan and host those sessions with the e-commerce team, the marketing team, or the business units. In this way, we build a recurring relationship with them as a larger voice of customer organization or community.“ - Anthony Chang
(5:23 Video) Integrating Voice of Customer Across the Business Lifecycle “We’ve tried to wrap it all back into a circle and make sure that there’s a very strong feedback loop, no matter where that feedback from the consumer is coming in along this journey, ensuring that the voice of customer data is integrated at every touchpoint.” - Anthony Chang
(3:47 Video) Leveraging Internal Data to Understand Ideal Customer Profiles “We’re so heavily reliant on third-party research agencies and marketing agencies to tell us who our consumers are and what personas we should be marketing towards. Instead, we could simply look at who they actually are through our internal data.” - Anthony Chang
(4:12 Video) Empowering BPOs with Voice of Customer Analytics for Success “We work very closely with our contact center partners to leverage voice of consumer analytics, and everyone is using the same capabilities built centrally by a voice of customer operations team.” - Anthony Chang
(2:37 Video) Prioritizing BPO Partnerships that Empower Voice of Customer Data “We rely on the structures and quality of the agents and the processes we and the BPOs laid out to ensure that we’re tracking the information that we need about that call. It’s about being able to analyze the impact that’s being had on the consumer.” - Anthony Chang
(1:47 Video) Reimagining the Contact Centers from Cost to Profit Centers “We, in customer care, are trying to prove our value and become profit centers that generate value for the organization. I would really encourage thinking outside the box as much as possible to achieve that.” - Anthony Chang
YOUTUBE SHORT: Transforming Voice- of-the-Customer Data into Revenue Drivers “We’re starting to leverage more of the operational data from the voice of the customer. This approach represents how we’ve been trying to answer these difficult questions and ensure that people can recognize greater value than relying solely on individual data sources.” - Anthony Chang
YOUTUBE SHORT: Leveraging Internal Data to Understand Ideal Customer Profiles “We’re so heavily reliant on third- party research agencies and marketing agencies to tell us who our consumers are and what personas we should be marketing towards. Instead, we could simply look at who they actually are through our internal data.” - Anthony Chang
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