Finding The Right Vendor(s) For Your Voice Of Customer Program: Vendor Landscape, Capabilities, And Go-To-Market Strategies

Maxie Schmidt-Subramanian

Are you looking for a vendor or vendors to support your voice of the customer (VoC) program? Or are you reviewing your current VoC vendor(s)?

Selecting the right vendor or vendors can be hard! Why? The VoC vendor landscape is hard to decipher. There are many but relatively small vendors, and they rely on an interconnected network of partners, acquire each other at an impressive rate, and regularly expand into new spaces. And companies often already have a number of vendors they work with. In my recent webinar about VoC, most of the attendees had from three to five vendors that supported their VoC program in some shape or form.

But there are a few beacons to help orient you in your quest:

  • The VoC vendor market is an ecosystem. What vendors are the right “lid” for your “VoC program pot” depends entirely on your internal capabilities and the characteristics of your VoC program. We identified customer feedback management (CFM) platforms and VoC specialist vendors. CFM platforms support VoC programs with a robust set of capabilities that include feedback collection, integration of feedback with other data in a centralized data hub, analysis, reporting, and closed-loop action management. VoC specialists offer a subset of VoC platform vendor capabilities. Their areas of expertise range from surveying customers in order to generate measurement data to mining your unstructured feedback with text analytics, monitoring social media data, and consulting to help establish or evolve a VoC program.
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From Advertising to Advice - Intelligent Marketing Agents

Anthony Mullen

Alan Turing sculpture at Bletchley ParkBefore the clouds, webs, and distributed networks people had to create their own spaghetti of logic inside a single building using machinery that looked like props from Doctor Who. Spurred by the need to crack the ‘Enigma’ naval communication codes during the Second World War Alan Turing developed an electromechanical device called the Bombe which played a major part in defusing the war. 2012 is the 100 year anniversary of the birth of Turing and he is rightly considered to be the father of computer science and Artificial Intelligence. Turing had both a wonderful and terrible time of it and his life story is well worth a wiki.  

The British genius didn’t just advance computer science using valves and wires. He is almost as famous for his thought experiments concerning how we may build machines and computers that can engage in intelligent discourse with humans. Could machine responses fool us into thinking that they were sourced from a human? To answer this question Turing developed a methodology to test the validity of the machine generated responses, fans of Science Fiction are likely to recognize this as the inspiration behind the ‘Voight-Kampff’ test administered by Deckard in Ridley Scott’s ‘Blade Runner.’

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