Trends Report

The State Of Voice-Of-The-Customer Practices, 2022

Survey Of VoC And CX Measurement Program Leaders Highlights Gaps In Maturity

December 28th, 2022
Colleen Fazio, Senior Analyst
Colleen Fazio Senior Analyst
With contributors:
Rick Parrish , Maxie Schmidt , Rachel Kwon , Michael Green , Daniel Portillo , Jen Barton

Summary

Organizations rely on voice-of-the-customer and customer experience (CX) measurement teams to collect and share insights and metrics that drive employee and partner actions. However, Forrester’s 2022 State Of VoC And CX Measurement Practices Survey found that nearly half of respondents rated the maturity of their VoC and CX measurement program as low or very low and that teams struggle with lack of collaboration and buy-in from other departments. Many VoC teams over-rotate on asking customers for feedback — often via survey — and miss opportunities to effectively listen to their customers’ unsolicited feedback, to connect feedback across listening posts, and to effectively drive action.

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