target audience: TECH BUYER  Publication date: Mar 2023 - Document type: IDC Perspective - Doc  Document number: # US50115823

"Voice of the Customer" Programs: Where Are They Today? More Importantly, Where Are They Going?

By:  Lou Reinemann Loading


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This IDC Perspective discusses the evolution of voice of the customer as a corporate program to listen, analyze, and act on customer feedback and sentiment as it is used to improve products, services, and customer journeys and experiences. Brands can, and need to, listen to their customers more than ever. There is more data than ever on customer sentiment, their experiences with a brand, and their journey with it. This document frames how VOC programs have changed over time, what data can be gathered, how it is analyzed, and how it can be used to improve customer journeys and engagements.

"We are in a wonderful era where if a customer wants to be heard, they can be heard, where they want, when they want, and to a much larger audience than ever before. They can engage with other customers to share their experiences and help each other get more of their products and services. And their experiences are becoming more customized and personalized. It is a very exciting time for voice of the customer programs," says Lou Reinemann, research director for Voice of the Customer and Customer Success Applications, IDC.


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