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

This chapter summarizes key findings from the survey of North American B2C firms regarding the “current state” of corporate VoC programs. Results reveal that: (a) Overall, most organizations are not yet where they want to be when it comes to capturing and leveraging the Voice of the Customer; (b) For the most part, organizations have been successful at establishing a foundation for listening and responding to customers, but there are gaps to be addressed with regard to VoC sustainability; and (c) Assessments of effectiveness at capturing customer feedback are significantly more favorable than those regarding the ability to analyze, share, or utilize intelligence drawn from such feedback, suggesting that most organizations are better at capturing the VoC than they are at using it to improve customer experiences and relationships.