In the recent Temkin Group report Prepare for Next Generation VoC Programs, we examined voice of the customer programs within large companies. It turns out that 72% of respondents think predictive analytics models and open-ended verbatims will be more important sources of customer insight over the next three years. Over that same time, only 30% believe that multiple choice survey questions will be more important and 19% expect them to be less important.
This shift is driving an increase in the use of analytics. As you can see below, there’s a large pipeline of companies who are actively considering text mining, predictive analytics, and speech analytics solutions. More companies are actively considering these technologies than currently using them.