New Report: Voice Of The Customer Programs Grow Up

We just published a new Temkin Group report, Voice Of The Customer Programs Grow Up.

The report identifies 20 leading practices for a closed-loop voice of the customer (VOC) program and discuses how the next generation of VoC programs will require technology investments and force market research organizations to change.

Here’s the executive summary:

Voice of the customer (VoC) programs are critical components of customer experience initiatives. And they should be; they work. Most companies report solid business results from these efforts. Temkin Group’s research shows, however, that most VoC programs are in the very early stages of maturity. To reach the next level of evolution, these programs must improve across what we call the Six Ds of closed-loop VoC programs: Detect, Disseminate, Diagnose, Discuss, Design, and Deploy. As large companies gain VoC maturity, they will increasingly require higher levels of automation found in Customer Insight and Action (CIA) platforms. To remain relevant in this changing environment, market research organizations will need to change how they operate.

Download report for $195

Here’s are the 20 practices across what Temkin Group calls the Six D’s of a closed-loop VoC program:

Download report for $195

The bottom line: Make sure your VoC program is growing up

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 (, 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:

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