Why Read This
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.