In the present times, VoC (Voice of the Customer) programs have very rapidly become a strategic asset for the most customer-centric and forward-thinking CEOs. In our experience, although most businesses think that they exactly know what their customers want, yet in reality more often than not companies are partially correct in their assumptions or are incomplete in their judgments.
Nevertheless, in either scenario, it results in a cascading effect that brings down marketing communications, service delivery, sales effectiveness, customer experience (CX) objectives and product R&D.
https://customerthink.com/how-to-create-a-successful-and-effective-voice-of-the-customer-program/
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