Building a Strong Voice of the Customer Program (Video)

Customer connectedness is one of Temkin Group’s four CX core competencies. A key capability in this area is a strong voice of the customer (VoC) program. This video highlights our model for creating a VoC program, called the 6D’s: Detect, Disseminate, Diagnose, Discuss, Design, and Deploy. Also, check out our VoC/NPS Program Resources.

Check out our VoC/NPS resource page.

The bottom line: Great companies learn from, and act upon, the voice of their customers.

About Bruce Temkin, CCXP
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 (, a non-profit organization dedicated to the success of CX professionals.

3 Responses to Building a Strong Voice of the Customer Program (Video)

  1. Dave says:

    Nice report. Gauging the pulse of the customer base can be tricky if you don’t know how to go about it.

  2. deb eastman says:

    Excellent post Bruce! Love the way you communicate these important concepts!

  3. In addition to these elements identified from a process perspective, in my experience both leading and consulting successful VOC/CX organizations there are nine components that are common to the premier customer focused organizations:
    • Strategy & Governance – Customer Experience focused councils in place at enterprise and business unit levels to coordinate service leadership efforts across the enterprise
    • Service Standards and Principles – Adopted throughout applied to both internal and external service interactions for consistency
    • Training & Development – All employees know how to apply service principles and standards to their job
    • Measurement – Clear and meaningful measures in place to assess service quality at all levels of the organization across all channels and products/services
    • Performance Management – Customer focus incorporated in process, documents and accountability criteria
    • Recognition – Service skills reinforced and rewarded in every part of the enterprise
    • Incentives – Compensation structure rewards customer-focused outcomes
    • Recruiting – Customer focus included as a key hiring criterion for all roles
    • Communication – Enterprise and business unit communication plans (internal and external) coordinated to reinforce service initiatives and outcomes

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