Most companies dont have a robust voice of the customer (VoC) program. Only 42% use technology to support a VoC program, which means they either dont have a program at all, or the program is ad-hoc and limited in its reach. When companies do adopt a technology platform (commonly referred to as a customer feedback management (CFM) platform), they often underutilize it and dont reap maximum value from it. We have examined the reasons companies arent satisfied with the return on their VoC technology investment and found that in many cases, the reason is a lack of strategy.
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