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How visible is your VoC?

Visibility leads to action which leads to results. Unfortunately, based on feedback from some attendees at Forrester’s Customer Experience Forum, companies are not enjoying those benefits to the degree they could.

Here’s what we heard from those that provided input about their voice of the customer programs:

How Visible Is Your VoC?

Most concerning is that almost one-third of companies don’t feel their program is very visible at all. Of those that have visibility, the vast majority admit it is only visible in pockets of the company.

It seems that far too many companies consider communication as an afterthought. The reality is that in most companies there is no shortage of special programs or initiatives. Unfortunately, customer strategies can be overshadowed or considered unimportant unless there is a plan in place to make sure that employees are aware of, understand, and believe in the initiatives aimed at building success around the customer.  

This is best captured in the Hierarchy of Engagement  – a framework focused on action that leads to results.

This is part three 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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