Voice of customer (VOC) programs are becoming increasingly popular with marketers, but there are some general dos and donts to follow if they're going to succeed.
CMO reached out to three industry commentators to reveal whats hot and whats not on their voice of customer approach and what it takes to successfully create and implement a program.
But first, lets be clear on what a voice of customer program is comprised of. According to InMoment customer experience expert, Andrew Park, a comprehensive voice of customer programs is comprised of four distinct components: Listening (collecting data), understanding (analysing data for insights), sharing (distributing the insites across the enterprise), and taking action.
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