Voice Of The Customer Programs Don't Deliver Enough Value

Adele Sage

Many of the conversations I have with clients about voice of the customer (VoC) programs center on ways the programs can improve and best practices they can adopt. What I think is really underlying these discussions, though, is the question, "How does my program compare with all the others that are out there?" Or, more succinctly, "How am I doing?"

My anecdotal conversations, though frequent, do not make for a quantitative study. So I did just that: I surveyed our Global Customer Experience Peer Research Panel about their VoC programs. The results will be published shortly in a Forrester report called, "The State Of VoC Programs, 2012," but in the meantime, I'd like to give you a sneak peak.

Our most important finding was that customer experience professionals aren't getting the value they could be from their programs. Specifically, we asked how valuable their programs were in improving customers' experiences and how valuable they were in delivering financial results. It turns out that VoC programs help companies improve the customer experience; we saw more respondents getting that kind of value. But firms struggle to connect the dots to financial value.

So why the gap? It turns out that customer experience value is pretty easy to recognize. Respondents told us that the feedback data they collect helps them identify problems with the experience that need to be fixed. It also helps them prioritize what to fix because they can take the input from their customers into account when looking at all the various improvement project opportunities. The resulting projects make the experience better.

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