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Does your voice of the customer strategy have impact?

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:

Does Your VoC Program Have Impact

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.

This is part eight of a series based on feedback collected from customer strategists at the Forrester Customer Experience Forum, June 21, 22 in New York. Other posts can be viewed here.

Patrick Gibbons

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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