Organizational Listening in 2024: Perspectives of Thought Leaders and Subject Matter Experts

This chapter describes the final phase of our research program, which involved qualitative depth interviews conducted with organizational listening and VoC subject matter experts representing both academic and practitioner communities. The general objective of these interviews was to determine if the conclusions drawn from our survey research still hold in the current milieu. Results reinforced the general conclusion from our earlier research that most firms continue to be better at capturing the Voice of the Customer than they are at putting it to work. While advancements in technology and methods have improved the ease and efficiency with which customer feedback can be collected and distributed, for the most part, VoC programs still are managed in the same ways—and suffer from the same limitations—that were identified from our earlier survey findings and conclusions.