Vision Report

The Future Of VoC Programs

Evolve From Siloed Programs To Broad Feedback Management Practices

September 19th, 2023
Colleen Fazio, Senior Analyst
Colleen Fazio Senior Analyst
With contributors:
Rick Parrish , Maxie Schmidt , Daniel Portillo , Shayna Neuburg

Summary

Voice-of-the-customer (VoC) programs need to evolve. Those that do so effectively will evolve away from siloed programs on the margins of organizational strategy to become organizationwide feedback management practices. VoC teams that fail to adopt new ways of working face irrelevance and threaten customer obsession. Organizations that do not understand their customers cannot effectively put the customer at the center of their leadership, strategy, and operations.

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