3 Barriers Preventing VoC From Driving Fruitful Innovation Within Service Businesses
By Sarah Nicastro, Creator, Future of Field Service
While there are a few companies still struggling to grasp the concept that Voice of the Customer is the key driver of service innovation, evolution, and growth; the vast majority have accepted there’s no other path to success. This is important because it’s absolutely clear to everyone paying attention that gone are the days of “build it and they will come” or any reasonable chance of success in creating solutions or making technology investments based on hunches or good intentions.
Today, customer is king – period. In all industries, in all geographies, we are simply living in a time where differentiation and revenue growth depend on being able to deliver experiences and outcomes that your customers need, value, and desire. Attempting to do this without putting their direct input front and center of your strategy is foolish, and most companies I talk with recognize this truth. However, in many cases, that recognition has not yet been matched by an effective means for obtaining and reacting to the customer voice. This must quickly be addressed – the recognition of the criticality of VoC must be married to the proper measures for collecting, channeling, and closing the loop on customer insights. Based on the conversations I’ve had, there are three primary barriers that are preventing companies from making proper use of VoC.
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