MarketTools Blog

A Voice of the Customer (VOC) program is obviously critical to running a successful business. We’ve all seen statistics showing how retaining customers through customer loyalty is much more effective than converting new customers. As such, many service companies have methods in place to capture customer feedback  and track customer experiences.

However, as a market research professional, I’d like to point out some key distinctions that can be overlooked when capturing and interpreting customer feedback, because the end users of feedback data might be surprised at the kind of insights they could be missing out on.

A few weeks back I attended the 2011 ACCE trade show in New Orleans, a conference focused on contact center best practices. Despite the sweltering heat, the show was great! Unlike some call center shows, every person I spoke with immediately understood the importance of Voice of the Customer programs, and it was the hot topic of the entire show.  I’ve attended quite a few contact-center focused shows in the past year, but this was the one where I truly sensed that Enterprise Feedback Management had officially ‘crossed over’ as something of mainstream importance to a contact center audience.