If you’re on your way to building your first voice of the customer program, you might be wondering if the entire process actually works. And by that I mean, is the customer feedback gathered through VOC programs actually useful and actionable, or should you brace yourself for a flurry of poorly thought out attacks on your industry as a whole? Moreover, one might wonder if the VOC movement is based on results, or if it’s just a way for brands to appear interested in their customer’s opinions.
So CMSWire spoke to five different brands who gave us five different ways they benefited directly from their own VOC programs. The proof, as they say, is in the pudding.
https://www.cmswire.com/customer-experience/5-voice-of-the-customer-program-examples-in-the-wild/
So it turns out that the voice of your customer is pretty darn important. Gartner found that 95 percent of companies regularly listen to their customer’s feedback, and yet rather worryingly, Gartner’s research also concluded that only 29 percent of firms with VOC programs in place incorporate VOC data into their decision-making processes, while nearly three-quarters of brands don’t consider their VOC programs to be very effective at driving actions. In other words, the benefits of VOC data collection are clear and well received — but brands are struggling to make their VOC programs impactful.
https://www.cmswire.com/customer-experience/the-step-by-step-guide-to-a-successful-voice-of-the-customer-program/
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