Getting More From the Voice of the Customer
Published 11/1/2008
Author: D. Randall Brandt
D. Randall Brandt is vice president of customer experience and loyalty at Maritz Research.
Summary
They say it is a top priority, but a majority of companies are not improving their customers’ experience. One reason is that many of these companies continue to struggle to put the voice of the customer (VOC) to work. Here we examine the specific challenges that are preventing companies from using VOC data to improve the customer experience, and offer some general strategies for addressing the most vexing of these challenges.Please register or login to view this article