How many people does it take to run a voice of the customer (VoC) program? Well, the answer varies widely.
I examined responses from our Q3 2010 survey and found a healthy distribution of staffing levels for VoC programs within large companies. About half of the respondents have 2 or fewer full-time employees assigned to VoC programs while one quarter of respondents have six or more.
My take: Despite the variance in staffing levels, nearly all companies report positive results from their VoC programs. How can this be? Here are some reasons why this is the case:
- Gaining additional insights about customers provides enormous value for companies; at just about any level of effort
- Even with a small level of staffing, VoC programs can expose decision makers to unknown or under-appreciated realities about customers
- With larger staffs, VoC programs can collect feedback across more touchpoints and deliver insights more frequently and more tailored to meet the needs of more people across the company
- Many companies enroll people from business units to be VoC advocates within their organizations. These are not dedicated, full-time VoC employees, but they can help improve VoC results across the company
The bottom line: VoC programs come in lots of shapes and sizes