Trends Report

The State Of CX Measurement And VoC Programs, 2020

Maturity And ROI Of These Programs Remain Low — As Findings From A Forrester Survey Show

May 3rd, 2021
FA
Faith Adams
With contributors:
Brian Mukasa , Harley Manning , Shayna Neuburg

Summary

Despite the fact that over half of CX measurement and voice-of-the-customer (VoC) programs have existed for three years or more, their maturity remains mostly low. What’s more, most teams don’t prove the ROI of their program or tools. Consequently, buy-in is their number one challenge. In 2021, CX leaders should mature their VoC and CX measurement programs by going beyond surveys, adding storytelling and data analytics skills, and proving the ROI for their program. This report helps CX pros learn about the state of VoC and CX measurement programs and find out how their own program stacks up.

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