10 Common Voice of the Customer Mistakes

PHOTO: Brent Ozar

We have the technology to listen to customers, but we’re still not getting customer experience right. According to the State of Customer Experience 2017 report from business process services company Conduent, brands fail to provide 80 percent of customers with first-step resolutions. Further, 75 percent don’t provide enough support to encourage successful self-help. 

Some brands have turned to Voice of the Customer (VoC) programs to help inform the experiences they provide. Wikipedia defines VoC programs as marketing techniques designed to understand and facilitate the wants and needs of customers by organizing them into a…

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