For Customer Experience Professionals

Crafting Your Voice Of The Customer Program

Best Practices In Six Key Areas Of A Closed-Loop Voice Of The Customer Program

Why Read This Report

Most large North American companies have some type of voice of the customer (VoC) program in place. But most of these programs fall short of fueling customer-centric behaviors. Our analysis found that successful closed-loop VoC programs combine six components: listening, interpreting, reacting, monitoring, culture and alignments, as well as governance and organization. To uncover best practices across the six components, we interviewed four firms with well-established VoC practices: Experian Information Solutions, KeyBank, Progressive Casualty Insurance, and Vanguard. Based on this research, we also developed a self-test for firms to assess their own VoC programs.
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TABLE OF CONTENTS

  • The Voice Of The Customer Isn't Getting Through
  • Six Components Of A Closed-Loop VoC Program
  • Lessons Learned From Four VoC Programs
  • Assess The Strength Of Your VoC Program
  • RECOMMENDATIONS

    Focus On Three Areas To Start Your VoC Program
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    Forrester's Voice Of The Customer Program Self-Test

  • Models & Calculators:

    Voice Of The Customer Programs Are Critical To Customer Experience Maturity

  • Best Practice Assessments:

    Eighteen Best Practices Across Six Key Elements Of Voice Of The Customer Programs