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: 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.

  • For CIO Professionals

    REPORT: The Top Technologies For Your Business Technology Agenda, 2016

    The Top Business Technologies To Win, Serve, And Retain Customers Along Every Step Of Their Journeys

    May 10, 2016 Ted Schadler

    Customer-obsessed firms are customer-led and insights-driven. They move fast rather than perfectly, and they are connected to serve increasingly powerful customers. CIOs wield a critical asset: the business technology to win, serve, and retain customers. This report identifies the top technologies for your business technology agenda, including systems of insight to understand customers and systems of engagement to win, serve, and retain them along every step of their journeys.

  • For Customer Experience Professionals

    REPORT: The Top 10 Voice Of The Customer (VoC) Program Questions Answered

    The Value Of VoC Programs, VoC Program Best Practices, And Ways That VoC Programs Drive CX Management Maturity

    April 29, 2016 Maxie Schmidt-Subramanian

    The VoC helps improve customer experience (CX) and drive significant business value. To help organizations get the most out of their VoC programs, Forrester answered the most common questions that we hear from CX professionals at all levels of VoC maturity. Our responses cover key topics such as how VoC programs provide value to organizations, who should be involved, how to drive action with programs, what role text analytics can play, what vendors can help, and how to evolve a VoC program over time. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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