Insights From 40 Companies With Voice Of The Customer Programs
by Bruce D. Temkin
with Shelby Catino
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Executive Summary
To understand the best practices in voice of the customer (VoC) programs, Forrester analyzed the 40 applications it received for its Voice Of The Customer award. When we examined the advice that applicants listed for other companies, we found 16 recommendations that fell into the following five categories: leadership, culture and alignment, listening to customer feedback, interpreting customer feedback, and reacting to customer feedback.
TABLE OF CONTENTS
Lessons Learned From 40 Voice Of The Customer Programs
Advice For Leadership
Advice For Culture And Alignment
Advice For Listening To Customer Feedback
Advice For Interpreting Customer Feedback
Advice For Reacting To Customer Feedback
RECOMMENDATIONS
Stop Wasting Customer Feedback
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