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: 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.

  • For Customer Experience Professionals

    REPORT: How To Drive Action With Your Voice Of The Customer Program

    February 2, 2018 Faith Adams

    Voice of the customer (VoC) programs are still not taken seriously. This is because they struggle to drive action and prove value. To change this, VoC teams must leverage stakeholders across the entire organization in order to turn insights into action and implement customer experience (CX) improvements. This report will show CX professionals who own VoC programsbest practices for tailoring their approach to engaging stakeholders — and as a result make their VoC programs more effective. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: How To Build Your Voice Of The Customer Program

    December 22, 2017 Faith Adams

    Voice of the customer (VoC) programs require structure and follow-through to be effective at driving customer experience (CX) improvements. CX pros need to know how good their programs are, how they compare with others, and how to build their programs over time. This report maps out three levels of maturity for VoC programs and provides a self-assessment for companies to identify their own strengths and weaknesses. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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