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Marketing Management 

Getting More From the Voice of the Customer 

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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.

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