Actions Speak Louder Than Words
There have been many predictions about the important part that
Voice of the Customer has to play in 2011 and beyond. Ed Thomson
Gartner's leading CRM analyst predicted in 2010 that "Embracing the
Voice of the Customer will make the difference between success and
failure for many organizations over the coming years."
In a market where 70% of companies who collect customer feedback
fail to respond to customers, it is becoming essential to drive
action and learning from a Voice of the Customer programme.
According to Bruce Temkin, "The main value of a VoC program is to
affect what a company does; to make it more
Customer expectations of even receiving a response to a query
are often so low, that those who see results from their
interactions or communications will likely become more loyal in the
future, and will consequently be more likely to recommend the
company to others. McKinsey's research into the role of call
centres to leverage customer satisfaction has shown that
"dissatisfied customers whose complaints are taken care of, are
more likely to remain loyal, and even become advocates than those
that are 'just' customers.