Apr 8 2013 | Loyalty Management: Articles
Building an Effective Voice of the Customer Program
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Voice of the Customer (VoC) is a market research technique used to capture customers’ expectations, preferences and aversions. Driven by today’s need to create actionable insight out of data, VoC has converged with business process improvement and change management to create Customer Experience Management (CEM), and has quickly become a key strategy to build and maintain customer loyalty.
I’ve had the unique opportunity to build VoC and CEM programs. As an advisor and observer of customer experience management programs, it has been my experience that while the goals and approaches of these programs have…
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