Why Read This
Forrester reviewed the voice of the customer (VoC) programs of the finalists from our 2011 Voice Of The Customer Awards. Our analysis revealed that the 10 major trends observed last year, such as analyzing unstructured data and harnessing the voice of the employee, remain relevant today. We also uncovered six additional trends driving sophisticated VoC programs forward, including emphasizing the business value of VoC activities and bringing insights to life for back-office employees. Before adopting any of these practices, customer experience professionals should consider whether each practice will help nurture their firms' customer experience ecosystems.