Save or Share this Report

For Customer Experience Professionals

Lessons Learned From Three Award-Winning Voice Of The Customer Programs

August 12, 2010

Primary author headshot


Why Read This Report

Most large North American companies have voice of the customer (VoC) programs in place. But most programs don't live up to their potential. Forrester's 2010 Voice of the Customer Awards recognize VoC programs that drive action and deliver business results. This report takes a closer look at winning programs from American Express, CDW, and Dell. Each firm takes a unique approach. American Express increases customer loyalty and customer spend by highlighting unused card benefits during customer service calls. CDW drives incremental revenue by following up on sales leads identified through customer loyalty surveys. And Dell uses online communities and ratings and reviews to identify unmet customer needs and generate product innovation ideas. The winning programs also share characteristics that other firms can emulate. In particular, customer experience professionals should align VoC activities with overall customer experience strategy, design closed-loop processes, engage employees in the effort, and measure business results of VoC-driven improvements.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Tools And Templates

Models and Calculators

calculator icon
  • Most Companies Have Customer Feedback Programs
  • The VoC Isn't Getting Through

Table of Contents

  • Most VoC Programs Don't Live Up To The Hype
  • Leading VoC Programs Drive Action And Deliver Results

  • Leverage The VoC To Fuel Your Customer Experience Transformation
  • Supplemental Material
  • Related Research Documents