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When to add VoC to compensation plans

Companies should consider adding customer feedback into the incentive compensation plan when they want to…

  • Create a culture of customer-focus: Creating a culture change takes time and building customer feedback into associate compensation will reinforce the importance of customer-focused actions.
  • Improve customer relationships: Process improvement, product innovation, and account relationships are areas that benefit from increased use and attention to customer feedback. Improvements in these areas will benefit your customer relationships and retention strategies.
  • Gain attention from key stakeholders: Customer focused leadership often face resistance for common Voice of Customer (VoC) activities, such as reviewing contact information, following up with the customers, or creating customer-led action plans. If the resistance is strong, offer an incentive to help prompt attention to these important activities.

This post was published as a part of Walker Weekly, an e-newsletter featuring best practices and tips for B-to-B customer strategy.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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