Why Read This
Forrester reviewed the voice of the customer (VoC) programs of the finalists from our 2010 Voice Of The Customer Awards. Our analysis uncovered 10 major trends, including tapping unstructured feedback, integrating social media monitoring, harnessing the voice of the employee, and linking feedback to other business data. While emerging best practices offer great ideas for other firms, customer experience professionals shouldn't just jump on the bandwagon. Before investing more time and money in their VoC efforts, they should pause to ask and answer three fundamental questions: Who are the users of their customer insights, what are users' professional objectives, and how can they help users achieve those objectives? This exercise will help VoC teams deliver relevant insights that drive stakeholder actions and ultimately improve customer experience.