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For Customer Experience Professionals

How To Design An Effective Voice Of The Customer (VoC) Insights Program

Best Practices In VoC And CSAT Research For Market Insights Professionals

July 25, 2011

By Richard Evensen with Reineke Reitsma, Samantha Yanling Jaddou

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Why Read This Report

Market insights professionals often carry out customer satisfaction (CSAT) surveys — a key component in voice of the customer (VoC) research — but then struggle to turn results into strategic insights that can support their company in achieving business goals. Part of the problem is in approaching CSAT as a standalone research component. When optimized within a larger VoC research program, CSAT can greatly empower companies to understand their customers and monetize insights. And given its access to customers via surveys and other research, market insights can play a key role in providing VoC insights and thereby build its value within the company. This report will focus on the challenges market insights professionals face with VoC research, best practices in VoC research, and approaches to make research and insights more actionable.
Tags: Customer Experience Management, Customer Relationship Management (CRM), Customer Satisfaction Surveys, Market Research, Marketing & Strategy, Multichannel Customer Experience, Packaged Applications, Voice Of The Customer
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TABLE OF CONTENTS

  • Can You Hear Me Now? VoC Research Challenges
  • Optimize VoC Input
  • Optimize The VoC Research Process
  • Optimize VoC Output

  • RECOMMENDATIONS

    Be The Voice Of The Customer

  • WHAT IT MEANS

    Market Insights Gets The Budget It Has Dreamed Of
  • Supplemental Material
  • Related Research Documents
 
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