The Voice Of The Customer Is Powerful

In the Temkin Group report The Current State Of Customer Experience, we examined several areas of activities, including voice of the customer (VoC) programs.

It turns out that more than half of the large companies had a formal VoC program in place. And when we asked about the results, the data was amazing — 83% of companies reported that they had positive results from those efforts.

There aren’t many activities going on within large companies that have this type of consistent results. But it shouldn’t be a surprise. What’s more aligning for an organization than getting clear feedback from customers?!?

That’s why Temkin Group has an extensive research effort underway looking at VoC best practices. If your company has a VoC program, then we’d love you to take our SHORT survey on your VoC efforts; and you’ll get access to the results.

The bottom line: Voice of the customer is an enterprise asset

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

3 thoughts on “The Voice Of The Customer Is Powerful”

  1. Hello! It’s nice to see that VoC programs are finally getting the recognition they deserve. When my husband worked for a VoC dept. they were little known, and like Rodney Dangerfield, they got absolutely no respect! Now that I’m in marketing, I have a whole new appreciation for the job he did! Customer response is incredibly valuable, and it’s something we can’t even begin to get enough of.

    A question: I work for a small company with very limited resources. I’d love to be able to follow up with all of our clients, but it’s simply not practical. Do you have any suggestions for implementing a strong VoC program with the resources at hand?

  2. I don’t think it’s necessary to follow up with all of your customers. I don’t think they expect it, either. Mostly, when customers give you feedback, they want to know that you are going to understand their recommendation and apply it to the business in a systemic way – so, for example, the next time they buy your product, it doesn’t arrive in a box six times as large as it needs to be. That’s the best kind of feedback you could give your customers. Show them you listened & acted.

  3. @Dacia Couldn’t agree with you more. I have seen an interesting research into motivation of customers who give their feedback and a very few of respondents actually expected or wanted to be be contacted. The primary motivation was to contribute to a systemic improvement in customer experience. They want positive action to their feedback, not a “relationship”.

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