Discussing Network Solutions “Voice of the Customer” with Mariam Burmwalla of Network Solutions

September 3, 2008 :: Steve Fisher

These days customer service has become one primary way a company can truly differentiate itself. Going beyond features or functions of products and services, customer service is an intangible yet powerful factor in maintaining customer loyalty and being a draw to customers comparing them to the competition. Network Solutions has recently put together a program called “Voice of the Customer” or VOC. The overall goal is to improve Network Solutions® products, services and Web site.

In charge of the program is Mariam Burmwalla, Director of Business Intelligence and Reporting. Recently, I was able to spend some time with her and discuss VOC and its impact on Network Solutions. Here is a transcript of our interview:

Steve: What is the “Voice of the Customer” (VOC) program?
Mariam: VOC is a program designed to collect and collate feedback from customers and employees regarding their experience in using our products and services and interacting with us through various channels, be it via the website, phone or e-mail communications.

Steve: What is the process after you receive something from a customer?
Mariam: All feedback submitted by customer or employees is reviewed by the key stakeholders who not only respond back to the customers directly (if necessary); but also take action against it. This has tremendously helped us in a very short period to improve our product quality; improve customer experience and also make changes within our call center.

Steve: How do you let people know they are being listened to?
Mariam: There will be a regular e-mail communication coming out to those who have submitted feedback so people will be up to date on their issue but also the general status of everything else.

Steve: What is your philosophy on building customer loyalty?
Mariam: I don’t directly communicate with the customers but since I am a data driven person I look at the details. It is very important to listen to the customer and gather data that comes in through the VOC. It is also critical to report to management and to communicate with those individuals that need to resolve an issue and be accountable.

Steve: What was the motivation to create the VOC?
Mariam: One day during a product meeting it was discussed that we needed to get better feedback from customers. Management thought we were collecting customer feedback but most product groups got very limited views if any timely feedback so it was decided to put a program in place to close this loop and have the product team get feedback so they could improve service.

Steve: Where do you see the VOC 12 months from now?
Mariam: When we started off we wanted to get customer complaints to service and reduce issues. We want to move to gathering ideas so that Network Solutions can integrate customers feedback and ideas into our product development lifecycle.

Steve: How can someone engage with Network Solutions and participate in “Voice of the Customer”?
Mariam: Customers can click on the link below from our storefront or from other Network Solution properties to submit their feedback.
http://bpmforms.networksolutions.com/customer-feedback.html

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