Report: Prepare for Next Generation VoC Programs

We just published a Temkin Group report, Prepare for Next Generation Voice of the Customer Programs. It examines the current state of VoC programs as well as identifying where these programs need to head. Here’s the executive summary:

Most voice of the customer (VoC) programs are underachieving, being weighed down by historical practices. The next wave of VoC programs will be based on more action-orientation, unstructured data sources, integration, and predictive modeling. We surveyed more than 200 large companies about their voice of the customer programs and compared the results from last year’s research. The typical VoC program has three to five full-time employees and does not measure the ROI of these efforts. Shifts in VoC programs include more use of text mining, predictive analytics, social media, customer interaction history, and mobile feedback while relying less on multiple-choice surveys. We examined six areas of competency for VoC programs: Detect, Disseminate, Diagnose, Discuss, Design, and Deploy. While companies have made the largest improvement in their Detect skills, this remains one of the lowest scoring areas. Using our VoC maturity model, we found that only 16% of companies have reached the two highest levels of maturity—Collaborators and Transformers—while 46% remain in the two lowest levels, Novices and Collectors. We also found that high-performing companies have more VoC employees, act more on feedback, and use more analytics. The report includes a self-assessment and data for benchmarking a company’s VoC competencies and maturity level. As VoC programs mature, companies will increasingly need to invest in Customer Insight and Action platforms.

Download report for $195

The report contains 27 figures with data on current VoC programs, our VoC competency and maturity assessment tool, results from companies that completed the VoC  assessment, listing of leading-edge VoC capabilities, and what to look for in a Customer Insight and Action platform. Here are some high-level results from our VoC assessments:

Download report for $195

The bottom line: Don’t settle for your current VoC program

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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