Voice of the Customer Programs Have to be More Than a Metric

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To implement a successful Voice of the Customer program, a company has to make it more than just another metric according to Gord Elder, VP of products and co-founder of ResponseTek – a leading software vendor for enterprise customer experience management (CEM) solutions. Fundamentally, this poses a challenge for some companies due to their inherent cultures, Elder said to Loyalty 360. “Some clients implement VoC programs, but their whole goal is just to have a metric,” Elder said. “They didn’t set strategic....

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