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.

CX Sparks: Guides For Stimulating Customer Experience DiscussionsThis video is a great introduction to a discussion with your team. That’s why we’ve created a CX Sparks guide that you can download and use to lead a stimulating discussion.

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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:

3 thoughts on “Building a Strong Voice of the Customer Program (Video)”

  1. 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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