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?

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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.

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.

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