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How would you describe your Voice of the Customer strategies?

That’s one of the questions we asked customer advocates at a recent event.

Several of my colleagues and I attended Forrester’s Customer Experience Forum in New York. The conference featured relevant sessions and more than 1,200 attendees interested in a myriad of angles and flavors of customer experience programming.

We thought it would be interesting to ask people about their voice of the customer strategies. So we set up a couple iPads and invited people to share their insights. Over the next couple of weeks I’ll share some of the findings.

We had a pretty random group of participants from 40 or 50 companies. I can’t claim this is representative of the conference – just good food for thought.

Here is the first one …

Describe Your Program

In our first question we asked customer advocates to describe their VoC program. I suppose it is a bit surprising to find out that more than a third indicated that they don’t have much of a program. A couple things come to mind. Maybe people are attending the conference for that very reason – to get a program started. However, it tells me that it is more likely that a lot of companies simply don’t have a systematic way to gather customer insights and put them to use in a way that creates business impact.

The Walker Index clearly shows that companies focused on their customers perform better. If the interest in Forrester’s conference is any indication, companies are putting resources into becoming more customer focused to improve business performance.

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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