CX Guide To The Voice Of The Customer (VoC)

This report offers recommended actions to meet customer needs with active VoC listening



Adam Muspratt
01/01/2020

Voice of the customer

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Understanding the voice of the customer 

If brands want to survive in today’s age of increased customer expectations, it is vital they have a finger on the pulse of how customers and prospects are feeling.

Gartner found that by collecting and actioning feedback, brands can increase upselling and cross-selling success by up to 20 per cent. Additionally, decision-making rooted in customer feedback can lead to improved Net Promoter Scores (NPS) and increased top-line revenue from customer retention.

Rather than basing decisions on internal bias and gut feelings in the boardroom, brands should let the customers do the talking. Unfortunately, this is not the case for many brands. This was seen in CX Network’s Big Book of Customer Insight Data and Analytics, where only 14 per cent of respondents stated that customer feedback always reaches the relevant business units to be actioned.

Here, we share best practice measures to capture and action the voice of the customer. This includes a deep dive into:

  • Accurately reading customer signals
  • Bringing together feedback from a diverse range of sources
  • How to action feedback to drive results

Read this guide from Oracle and CX Network to understand how to leverage customer insights for valuable CX returns.

Also read: Customer experience metrics checklist

Have your say: customer data, digital experience and artificial intelligence

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