Voice of Customer
Part of Customer experience governance
Reviewing customer consequences before an internal policy change
Check how an internal policy change affects customer tasks, access routes, personal information and exceptions before approval.
Before approving an internal policy change, trace what affected customers will have to do differently, what result they may receive and who could be unable to use the new route. Put those consequences beside the reason for the change. A rule may work as written yet create a problem when customers and staff try to use it.
Describe the proposed rule
Record the current and proposed rules, the reason for change, the person authorised to approve it and how cases already in progress would be handled. Specify any exception. “Tighten verification” is too broad to assess: state when a check would occur, what information would be requested and what happens if the customer cannot provide it.
Consider a hypothetical extra identity check before a customer can correct a contact address. Its effects depend on the service and the actual check. Do not assume it will prevent errors or exclude customers without evidence.
Pros and cons of adding an extra identity check for address correction
- ProsReduces risk of incorrect address changes; strengthens fraud prevention; supports compliance with ATO and OAIC data integrity standards.
- ConsMay exclude customers without digital access or stable ID documents; increases processing time; could lead to higher call volumes for assistance.
Compare customer paths under both rules
Walk through a routine case, an urgent case and a case in which the customer cannot meet the proposed condition. Follow each from first request to a result the customer can recognise. Ask:
- Can customers find and understand the requirement before starting?
- What extra information, time or contact might it require?
- How would it work through online, phone or assisted routes that the service offers?
- What alternative is available when someone cannot meet the preferred condition?
- Who explains a refusal, correction or next step?
Seek relevant staff and customer accounts where appropriate. A workshop can identify possible consequences but cannot confirm how a proposed rule will work in use. Mark assumptions for a safe check before rollout.
Customer journey comparison: current vs proposed rule
- Current ruleCustomer corrects contact address via online portal with basic identity verification (e.g., ABN or last four digits of bank account). No additional steps for standard cases.
- Proposed ruleAdditional identity check required before address correction—e.g., upload of a government-issued photo ID and proof of residence. Non-compliance results in case hold until documentation is provided.
Include specialist review where needed
If a change affects how personal information is handled, consider whether a privacy impact assessment is appropriate through the organisation's applicable process.
Ask the appropriate privacy and security specialists about changes to collection, access, use or retention. Seek legal or accessibility review when the facts call for it.
The customer-consequence review does not replace formal specialist processes. Record the reviewer, unresolved question and approval condition so an unanswered issue is not mistaken for clearance.
Decide and check
Give the approver the intended benefit, likely customer consequences, evidence gaps, alternatives and proposed mitigations. An alternative point of verification might meet the same control objective, but that possibility must be assessed for the actual service. State what would trigger a pause or revision.
Before implementation, align customer information and staff guidance with the approved rule. Decide who can authorise an exception and how a customer can question an incorrect application.
Afterwards, check the affected customer task, including failed attempts, extra contacts and use of an alternative route. Revisit the rule if observed consequences differ from those considered at approval.
Key metrics to track after policy implementation
- Failed correction attemptsNumber of cases where customers could not complete address update due to missing documentation
- Average handling time increaseDifference in minutes between current and new process for address corrections
- Use of alternative routesPercentage of customers who switched to phone or in-person support after online failure
