Who are your customers? Are they businesses (B2B) or consumers (B2C)? The answer to this question is key to creating a world-class VoC program.
B2B companies usually have a smaller number of customers (typically called “clients”) who often pay a significant amount for products or services, while B2C companies usually have many customers with a lower comparative price point.
https://www.peoplemetrics.com/blog/listen-or-die/10-b2b-voc-and-b2c-voc-are-completely-different/
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