The Impact of a Customer’s Voice

Technology has dramatically changed the way companies interact with customers. No longer are customers passive consumers of products and solutions. There is a big impact of a customer’s voice. They are now an active part of the discussion and product outcome. A customer’s voice should be considered a critical element in the successful partnership between a supplier and its consumer.

However, even with so much talk about listening to your customer, most companies still make assumptions based on target groups and marketing demographics. For example, according to HubSpot’s State of Customer Service in 2022 report, only 12 percent of people believe a business when they say, “We put the customer first.”

Building a solid relationship with your customers doesn’t always come easy. Not only do you have to take the time to identify what your customers want, but you also have to keep track of initiatives and promises you’ve made.

The Benefits of Listening to and Identifying Customer Expectations:

• Streamline service delivery 
• Integrate insights from customers into decision-making 
• Improve product development and avoid costly mistakes 
• Leverage information to attract new customers 
• Honest insight into the corporate brand to identify trends and manage expectations 
• Build long-lasting relationships 

To truly listen and build operations around your customer’s voice, there are some simple steps you can take.  

1. Integrate insights from customers into decision-making with an Open Action List Creating an open access environment requires documentation to ensure every detail of each conversation is captured. An open action list clearly defines responsibilities, and all included items are tracked from conception through completion. To foster better communication, the open action list is shared regularly with the customer. 
2. Manage processes and design changes with Review Meetings
   The customer review meeting provides an opportunity to discuss design changes and report on any performance goals and objectives outlined in the initial agreement. The review meeting ensures that we get customer feedback and then pivot or make adjustments if needed. It also provides an opportunity to collaborate and build a solid foundation to help position you as a trusted partner.
3. Know what is missing to keep from Suffering in Silence
   When you listen to the voice of your customer, you’ll know what is missing, so the customer is not suffering in silence. If there’s no communication, how do you know the customer has a problem? Sometimes problems don’t occur until products have shipped to the field and the end users. Take the time to understand what challenges your customer is having. With such insights, you can fill in the gaps and offer better solutions to improve customer loyalty and retention.  

 Listening goes beyond improving solutions and increasing sales 

Ultimately, the outcome that we’re looking for is products that are sold repeatedly. Of course, that’s our end game; however, listening to customers goes beyond improving solutions and increasing sales. Listening creates brand ambassadors. If customers are confident with their supplier and its products and services, they will voice their preferences to others. Additionally, creating a listening culture has a knock-on effect on employee retention. It all starts with a shift from closed meetings to an open culture of communication where the ultimate objective is for the customer or the employee to feel they were heard.  

 About Hine Automation  

Hine Automation LLC is an emergent designer and manufacturer of automation systems and robotic components, serving original equipment manufacturers (OEMs) in the semiconductor, solar, flat-panel display, and related industries around the world. Its products are utilized in a wide range of environments, providing the flexibility needed in research-and-development labs as well as meeting the stringent reliability demands of manufacturing facilities.