Voice Of The Customer, Defined

B2B voice-of-the-customer (VoC) programs don’t come anywhere close to measuring up to their potential; while most organizations understand the theoretical importance of obtaining feedback and how to gather it, few possess the wherewithal to use it at all, much less use it properly. At the heart of this failure is a lack of understanding of what a VoC effort entails and how it differs from other feedback efforts. In this report, we share the Forrester perspective on VoC, identify its six key building blocks, and discuss why each of them is so critical.