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?