On the face of it the business case for a Voice of the Customer (VoC) program comes down to a simple equation: happier customers = increased profits. Numerous studies support the validity of this statement, which has by now been proven time and time again in various industries. For example Forrester Research found that from 2011 to 2015 a group of CX leaders’ revenue outgrew the revenue from their CX laggard competitors by more than 5 to 1.
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It’s well known....