Executive Summary (This is a document excerpt)

Many companies say that they don't have a good connection with customers. That's why firms should consider developing a systematic approach for incorporating the needs of customers into the design of customer experiences; what Forrester calls a voice of the customer (VoC) program. Successful VoC programs will incorporate listening, interpreting, responding, and monitoring. As customer experience professionals roll out VoC programs, they should be prepared to overcome internal organizational obstacles.

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