16 Voice Of The Customer Recommendations

I recently published a report called Sixteen Voice Of The Customer Recommendations. To uncover this advice, I analyzed the 40 nominations submitted for Forrester’s Voice Of The Customer (VoC) Award from earlier this year. I examined responses to the question: “What lessons have you learned that would be most valuable to other firms?

The analysis uncovered these 16 recommendations across 5 categories:


The report included more than 50 snippets of advice in these areas. Here are a few of my favorites: 

“VoC collection, reporting, and action (and NPS, in our case) is a journey — culture shift, statistics, change management, etc. — it takes time, you learn as you go, the journey never ends. Take it in bite-size chunks, otherwise you’ll choke.” (Consumer electronics company)

“We have found the open-ended feedback from customer surveys to be even more vital to our actions than the analysis of the scores themselves. It is this feedback that gets to the core of the voice of customer and provides the ‘why’ to the ‘what’ (the score itself).” (Insurance company)

“You have to democratize the VoC feedback. When you put the VoC data in the hands of the organization, you enable them to make interpretations and to contextualize the voice of the customer into the business problems they’re trying to solve.” (Healthcare company)

The bottom line: It’s time to ramp up your VoC efforts!

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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