Voice Of The Customer (VOC)

To enhance customer experience and increase business growth, many firms are developing voice of the customer (VoC) programs. Successful VoC programs should support a cycle of four activities that make up a closed-loop process: listen to customer feedback, interpret the resulting data, react to improve the experience, and monitor results.

Latest Research

  • For Customer Experience Professionals

    REPORT: Now Tech: Voice Of The Customer (VoC) Vendors, Q4 2018

    Forrester's Overview Of 28 VoC Providers

    October 9, 2018 Faith Adams

    CX pros use voice of the customer (VoC) tools to collect and analyze customer feedback, inform customer experience (CX) improvements, and track the results of these improvements. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. CX professionals should use Forrester's Now Tech report to understand the value they can expect from a VoC provider and to select vendors based on size and functionality.

  • For Customer Experience Professionals

    REPORT: The Top 14 Hacks For Your CX Business Case

    Nail The Mechanics Of Your ROI Model And Compel Executives To Invest In CX

    August 24, 2018 Maxie Schmidt-Subramanian

    In a recent survey, only 14% of CX professionals strongly agreed that the return on investing in CX is well established in their firms. To be fair, that's partly because building a compelling CX business case can be hard. In this report, we list and describe 14 tactics that galvanize decision makers into action and help CX professionals overcome common hurdles when gathering and analyzing data to link CX improvements to business results.

  • For Customer Experience Professionals

    REPORT: Design Better CX Surveys With This Checklist

    Assess CX Surveys On 30 Criteria For Higher-Quality Data And Better Respondent Experiences

    August 8, 2018 Maxie Schmidt-Subramanian

    Poorly designed customer experience (CX) surveys don't produce useful results but do create bad customer experiences. This report includes a downloadable checklist that helps CX professionals assess the quality of their CX surveys in five categories. If you can answer "yes" to all 30 questions in the checklist, your survey is ready for your customers. If not, we recommend you revise the survey before you field it.

  • For Customer Experience Professionals

    REPORT: Four Questions CX Pros Should Ask — But Usually Don't — When Evaluating VoC Vendors

    Questions To Help Guide Your Vendor Selection Process

    May 11, 2018 Faith Adams

    CX pros use voice of the customer (VoC) platforms to listen to their customers, interpret the data, guide action, and monitor ongoing progress. But a crowded marketplace with fuzzy boundaries between different types of vendors can make the process of identifying the right partner challenging. To help, Forrester has identified four questions that CX pros should ask — but usually don't — during the VoC vendor selection process.

  • For B2C Marketing Professionals

    REPORT: Enhance Your Brand's Customer Experience With Ratings And Reviews

    March 1, 2018Erna Alfred Liousas

    Consumer reliance on ratings and reviews during the purchase process remains strong. But marketers must play a larger role in the rating and review process to foster brand and customer value. Marketers, read this report to understand the impact ratings and reviews can have on your marketing efforts and overall brand experience.

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