Reineke Reitsma

[Posted by Reineke Reitsma]

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My colleague Bruce Temkin recently published a report with insights from the 40 applications it received for Forrester's Voice Of The Customer award.

In his document 'Sixteen Voice Of The Customer Recommendations' he takes a closer look at their responses to the question: "What lessons have you learned that would be most valuable to other firms?" After analyzing responses from the 40 applications, he identified 16 recommendations across five categories:


The report gives lots of insights in how the applicants use their voice of the customer program to improve the overall customer experience (and with that brand loyalty). The short summary: stop wasting customer feedback! If a company really listens to what their customers are saying, they know what the problems are and where to prioritize.