Impact is what voice-of-the-customer strategies are all about. Impact on customer relationships. Impact on customer retention. Impact on customer service. And ultimately, impact on business success.
Here’s what study participants shared when we asked about the impact of their VoC programs:
This prompted me to further consider Harley Manning’s blog in which he reflected on nomination forms from Forrester’s recent Voice of the Customer Awards. His breakdown is very similar and stresses how difficult and rare it is for companies to accurately measure the impact of their strategies.
And yet, it is important to measure so that your strategies can be modified and refined to have maximum impact on business success.