Assessing the Current State of Corporate Voice of the Customer Programs: Part One

In this chapter we describe the objectives of and method used to conduct a survey of managers and executives in North American B2C firms, focusing on these individuals’ perceptions of VoC practices and effectiveness in their respective organizations. We also describe the measurement model that was developed and tested using the survey data. This model aligns some individual survey items with the Foundational aspects of our conceptual model of organizational listening and response (Orientation, Scale, and Sustainability), and others with the Process aspects of our model (Capture, Analyze, Share, and Respond). Results indicate that the measurement demonstrates good fit to the data, and as a consequence, can be used to create reliable sub-scales for each of the key constructs of our conceptual model.