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 am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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