Trends Report

Marketing Leaders: Own The Voice Of The Customer

Building Your Voice Of The Customer Program

January 10th, 2008
JF
Jaap Favier

Summary

In two out of three US firms, senior executives do not regularly interact with target consumers, and do not incorporate their needs in decision taking. Their firms do not closely monitor interactions with, and do not have a companywide image of, those target consumers. Firms that miss out on any of these criteria need a Voice of The Customer Program, which is a systematic approach to incorporating customers' needs in the design of customer experiences.

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