Does your company have a “Voice of the Customer” (VoC) program? A new report from the Tempkin Group, says that high performing companies employ more full-time VoC employees, act more on the customer insights they find, and use more analytics.
In 2011, Vovici, a provider of online survey management and enterprise feedback solutions, collected 28 trends identified by six different sources and looked for the common elements.
Vovici examined reports from Forrester, Gartner, and the Temkin Group, as well as articles from Loyalty 360 andCustomer Management IQ, supplemented by Vovici’s own ongoing Customer Experience IQ research.
While many of the trends identified in the Vovici study remain the same, the new Temkin report, Prepare For Next Generation Voice of the Customer Programs, shows that VoC programs are going through major changes.
Rather than focusing on collecting feedback, these programs are becoming more action-oriented.
When companies were asked about the sources of customer insight that would be more important in the future, social media, customer interaction history, and feedback from front-line employees were at the top of the list.
Multiple-choice surveys ended up at the bottom of the list.
Companies were asked about their planned activities. It turns out that large companies expect a sharp rise in the use of text mining, predictive analytics, speech analytics, and collecting feedback via mobile phones.
Comparing differences between high and low performers
The research also compared VoC programs between companies that have strong business performance and lower performing companies.
It turns out that high performing companies employ more full-time VoC employees, act more on the customer insights they find, and use more analytics.
As companies take on new VoC capabilities, the research asserts that they will increasingly need to invest in Customer Insight and Action (CIA) platforms.
These evolving applications automate multi-channel customer feedback, analysis, and response and the related workflow associated with closed-loop voice of the customer programs.
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