Summary
This year, Forrester recognized three winners of its annual Voice Of The Customer Awards: Adobe Systems, Fidelity Investments, and JetBlue Airways. Each firm had its own unique practices. Adobe created an in-depth immersion program for executives. Fidelity engaged a broad range of employees to develop solutions to problems they uncovered. And JetBlue drove continuous operational improvements based on its insights. Despite their differences, all three voice of the customer (VoC) programs systematically acted on what they learned from customers and measured specific business results. That's what made them successful in improving their customers' experiences, adding value to their companies, and earning recognition for their efforts.
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