Report: Renovating Your Voice of the Customer Program

renovating your voice of the customer programWe just published a Temkin Group report, Renovating Your Voice of the Customer Program.

Here’s the executive summary:

Voice of the customer (VoC) programs are essential to any customer experience effort. In recent years, VoC efforts have continued to expand and support their organizations; however, going forward they will need to adapt to significant changes in data sources, technology, operational pressures, and consumer behavior. In this report, Temkin Group details how companies can propel their VoC programs into the future by:

  • Identifying Six Customer Insight Trends that will reshape VoC programs: 1) Deep Empathy, Not Stacks of Metrics; 2) Continuous Insights, Not Periodic Studies; 3) Customer Journeys, Not Isolated Interactions; 4) Useful Prescriptions, Not Past Descriptions; 5) Enterprise Intelligence, Not Customer Feedback; and 6) Mobile First, Not Mobile Responsive.
  • Sharing 30 examples that exemplify innovative VoC practices across each of the trends.
  • Helping companies lay the groundwork for VoC innovation with a description of how to drive change through three distinct stages.

For this report, we received submissions of innovative VoC practices from Confirmit, InMoment, Rant & Rave, Qualtrics, Verint, and Walker.

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Here are the best practices described in the report:

Innovative voice of the customer practices

Download report for $195+download renovating your voice of the customer program

Report Outline:

  • Voice of the Customer Programs Need an Overhaul
  • Six Trends That Will Reshape VoC and Customer Insights
  • Best Practices For Tapping Into VoC Trends
    • Trend #1: deep Empathy, Not Stacks of Metrics
    • Trend #2: Continuous Insights, Not Periodic Studies
    • Trend #3: Customer Journeys, Not Isolated Interactions
    • Trend #4: Useful Prescriptions, Not Past Descriptions
    • Trend #5: Enterprise Intelligence, Not Customer Feedback
    • Trend #6: Mobile First, Not Mobile Responsive
  • Introduce Innovation Throughout VoC Programs


Figures in the Report:

  1. Growing Role of Technology and Insight Sources in VoC
  2. Vendor-Submitted Best Practices By Trend
  3. Vendor-Submitted Best Practices By Trend
  4. Vendor-Submitted Best Practices BY Trend
  5. Innovative VoC Practices Across the Six Customer Insight Trends
  6. Intuit Design for Delight (D4D)
  7. GE Healthcare: Adventure Series
  8. Petsmart: Collecting Non-Mobile Feedback Through Mobile
  9. Mobile Telecommunications: Explore Variation by Channel
  10. Ally Bank: Design Standardized Methods For Prioritizing Insights
  11. Using Text Analytics to Understand Satisfaction Scores
  12. Example of Condensed Survey Design
  13. Probe for Immediate Survey Follow-Up
  14. Example of Mobile-Friendly Alert for Employees
  15. Customer Insights Readiness Checklist
  16. Mobile Feedback Transforms the Six D’s of Voice of the Customer

Download report for $195+download renovating your voice of the customer program

Written by 

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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