The Evolution Of Voice Of The Customer Programs (Sept 2010)
Voice of the customer (VoC) programs are often key components of customer experience efforts and most companies report positive results from these efforts. To thrive, these programs need closed-loop processes in four areas: Listen, Interpret, Respond, and Monitor. As VoC programs evolve, they often outgrow manual processes and existing market research programs. Companies should consider deploying what Temkin Group calls Customer Insight and Action (CIA) platforms that automate the collection, analysis, and workflow associated with closed-loop VoC programs across multiple channels. To aid in that effort, Temkin Group has assembled information on 11 vendors that provide CIA platforms.