What's the Business Value of Getting VoC Right?
Capturing voice of the customer (see sidebar) has become table stakes for firms to understand the evolving needs of their current and potential customers. In fact, findings from Aberdeen's February 2018 Customer Experience Executive's Agenda 2018: How to Satisfy the Empowered Customer study shows that seven out of ten firms use multiple channels to regularly capture customer feedback and sentiment data. In this environment of abundant VoC data, success in building customer trust and loyalty requires firms to go beyond just capturing data. Firms must also build the foundation to efficiently manage data, analyze it, and empower relevant employees with it to help them to better do their jobs.