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.
Here’s are the 20 practices across what Temkin Group calls the Six D’s of a closed-loop VoC program:
The bottom line: Make sure your VoC program is growing up