Take Customer-Insightful Actions

In my recent post 10 Customer Experience Resolutions For 2011, item #6 was: We shall make customer-insightful decisions. This resolution is to make sure that companies stop thinking about voice of the customer (VoC) programs as a source of data or metrics. The main value of a VoC program is to affect what a company does; to make it more customer-centric.

So companies should organize their VoC programs to optimize the decisions and actions that it drives. To that end, I’ve identified a number of areas where companies can take action on VoC insights.

The bottom line: Are you making enough customer-insightful decisions?

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

2 thoughts on “Take Customer-Insightful Actions”

  1. Hi Bruce A happy new year to you. I hope 2011 will be a healthy and prosperous year for you. I think your comments on actions based on VOC insights are very important. I firmly believe that businesses need to now see at least two measures of value in their interactions with customers. Revenue will always be a key metric and rightly so, but tracking actionable insights is another measure that’s becoming increasingly important. As businesses processes mature they will presumably begin to track the flow of these insights and the eventual impact on revenue.

  2. Hi Bruce. I have been following your work both at Forrester and at Temkin group – and you certainly is a master in the customer field!
    You make VoC seem easy to implement here – but my view is that customer insights are such a temporary thing that you either need to build on something more sustainable e.g. the very profound needs, or enable yourself to act fast and agile to the ever changing demands from the customers.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.