Why Your Voice of the Customer Data Isn’t Actionable (and What to Do About It)

Why Your Voice of the Customer Data Isn’t Actionable (and What to Do About It)

PHOTO:
Jakob Owens

Voice of the customer (VOC) initiatives have gone mainstream. Unfortunately, too many companies doom their VOC programs from the start.

The problem isn’t that brands aren’t collecting feedback. In fact, companies are gathering more feedback from customers and visitors than ever before.

The problem is that brands fail to realize the primary value of VOC data. Information culled via customer feedback is valuable because it creates internal alignment and provides insights that allow brands to execute quicker than the competition.

But in order to reap those benefits, brands need to have a systematic approach to collecting…

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