Contact Center Solutions Featured Article

Vovici Releases Findings From Its Voice of the Customer Survey

May 01, 2012

Are you listening to the voice of your customer? You probably are, if you're like most companies. Enterprise feedback management solutions provider Vovici, a Verint Systems company, announced this week its findings from its Voice of the Customer (VoC) survey, “Don’t Be in the 4%: New Research Reveals That 96% of Companies are Leveraging the VoC to Improve Business Performance.” The study was conducted in collaboration with customer strategy consultancy Peppers & Rogers Group and 1to1 Media to gauge the current state of Voice of the Customer initiatives.


What is “the voice of the customer”? It's an official way to describe the complex process of capturing a customer's expectations, preferences and aversions and using this information to improve customer service.

The good news is that most companies “get it,” and they know that such initiatives pay for themselves, and then some. The survey found that 95 percent of respondents said their VoC initiatives are breaking even or generating positive value. While linking VoC results to specific bottom-line metrics can be elusive, companies have an overwhelmingly positive view regarding the value of their VoC initiatives. Companies can gain greater value by determining the specific measurement metrics at the beginning of each effort.

While most companies do it, how they accomplish it, what types of solutions they use and where they do it varies. How effective a VoC program is relies on what customer data is measured and how, where it's stored and how it's used. It also matters who collects the data and how they disseminate it, said Vovici, in a press release.

The study found that 25 percent of survey respondents indicated that marketing takes the lead on managing the VoC. However, study results also revealed that 42.8 percent of respondents indicated that VoC initiatives have been assigned to either “a specific customer experience department,” “a specific VoC department,” “a cross-functional team of leaders from across the enterprise” or a “C-level executive.”

As part of its conclusion, the study states, “as long as companies aim to enhance their customers’ experiences, improve customer loyalty, and increase profitability, there will always be a demand for VoC programs and supporting tools.”




Edited by Brooke Neuman



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