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: 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.

  • For Customer Experience Professionals

    REPORT: Creating Powerful Customer Experiences In A Low-Engagement Industry

    Answer Five Key Questions To Transform CX In The Retirement Sector

    October 13, 2017 Tom Champion

    Delivering exceptional customer experiences (CX) in low-engagement industries is hard. This is particularly true for the retirement planning sector, which is typically both heavily regulated and poorly understood. To gain insight into leading practices for creating breakthrough experiences, we conducted in-depth interviews with retirement industry executives and CX professionals. This report focuses on Australia and New Zealand's retirement systems, but the insights apply to any CX pro looking to reinvent customer interactions in a low-touch sector.

  • For Customer Experience Professionals

    REPORT: Voice Of The Customer Vendor Landscape, 2017

    Twenty-Nine VoC Vendor Profiles Will Kickstart Your Selection Process

    September 5, 2017 Maxie Schmidt-Subramanian

    Companies use voice-of-the-customer (VoC) programs to collect and analyze customer feedback, inform customer experience (CX) improvements, and track the results of those improvements. To manage the complex challenges involved with running VoC programs, CX pros can turn to a variety of vendors that support some or all components of their VoC program. Forrester surveyed 29 vendors that offer VoC products and services. Based on the vendors' self-reported data, this report categorizes these vendors and provides an overview of their capabilities as of Q2 2017. This is an update of a report previously published in 2014.

  • For Customer Experience Professionals

    REPORT: The Forrester Wave™: Customer Feedback Management Platforms, Q2 2017

    Ten Providers That Matter And How They Stack Up

    April 10, 2017 Maxie Schmidt-Subramanian

    In our 39-criteria evaluation of customer feedback management platform providers, we identified 10 vendors that matter — Clarabridge, Confirmit, InMoment, MaritzCX, Medallia, NICE, Qualtrics, Satmetrix Systems, SMG, and Verint Systems — and researched, analyzed, and scored them. This report shows how each provider measures up and helps CX professionals make the right choice.

  • For Customer Experience Professionals

    REPORT: Brief: Six Ways To Add Speed And Scale To Customer Insights

    May 17, 2016Tony Costa, Dylan Czarnecki

    Customer research through surveys and qualitative studies is the most common approach to learn more about customers. However, these efforts can be time-intensive and expensive. This report describes fast and scalable ways for customer experience (CX) professionals to get customers directly involved in shaping business decisions and development efforts.

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