VoC Shifts From Surveys To Analytics

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.

The bottom line: VoC programs need to evolve

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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