Organizations often collect and have access to hundreds of unique data points related to their customers -- from their demographic information to their various purchases to their customer satisfaction survey responses. Unfortunately, businesses often segment this data into various systems owned by different departments, and therefore, miss the core value that all this information can provide: insights on how to enhance your customer experience.
Combining the reporting and analytics of your CRM and Voice of the Customer (VoC) systems can yield incredible customer understanding. While CRM systems can provide information such as demographic data, customer interaction data, as well as customer activity data, VoC platforms can provide information related to customer perceptions, including satisfaction and effort with your overall organization, your products, your employees and your interaction channels.
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