Voice of the Customer programmes (almost) universal

New research suggests that the vast majority of organisations (96%) are now using Voice of the Customer strategies to enhance the customer experience

From business applications and metrics to data collection and analysis, the Vovici commissioned survey findings reveal that organisations hailing from a wide range of industries and company sizes are catching on to the value of the Voice of the Customer.

The top applications for VoC in an organization come as little surprise to Nancy Porte, Vovici's vice president of customer experience. "We're living in a time when competitors can quickly figure out your pricing, how you're marketing your products, even how you're building your products. Companies can imitate these things very quickly," Porte says. "But it's impossible to imitate a great customer experience."

"There are plenty of businesses out there that can quantify the value of their VoC programs as it relates to impact on revenue and shareholder value," says Dave Capuano, vice president of marketing, Vovici. "A good starting point is for organizations to decide on the metrics they're going to measure and the value they present to the organization, as well as to understand whether the business requires hard ROI versus soft ROI as a mechanism to justify funding and program expenditures."

The conclusion of the research in collaboration with Peppers&Rogers group shows that as long as companies aim to enhance the customer experience, improve customer loyalty and increase profitability, the VoC will always fill a mission-critical role. Many companies are finding new and innovative ways to foster a truly customer-centric culture--one that uses VoC insight to make customer-driven improvements throughout their organizations and improve business performance as a result.

"People are amazing at collecting data, but they're often less skilled at creating insights out of it and spreading them throughout the whole organization," adds Vovici's Porte. "Data is great, but it rarely means anything unless you've figured out exactly what that data is saying and what you're going to do about it."

Customer Feedback Directors Forum, 21st March 2012, London
Customers are playing an increasingly important strategic role in the development of organisations’ services and products across channels and the voice of the customer is critical to the development of customer engagement strategies. Customer feedback and feeding back on feedback have become business critical issues. Speakers todate include: Jonathan Browne, Forrester Research, Premier Inn - Case Study, Gallup Consulting, Complaints R Great, Verint, Rapide - Veolia Case Study, Foviance, Confirmit, Grey Matters Europe. Complimentary places available.More info........   REGISTER

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