Today’s voice of the customer (VoC) programs and related capabilities generate a wealth of data and insights about customer activities, preferences, and needs.
By Gary Batroff and Shawna Rasmussen

However, this data is only as valuable as the organization’s ability to convert it into positive product, service, and operational changes that enhance customer experience. Unfortunately, this is where many VoC programs stall. Market research finds that most companies need to become more adept at converting VoC insights into better customer relationships, increased revenue, and competitive strength. 

Like any organizational change initiative, becoming a customer-centric business involves navigating barriers that range from lack of executive support to limited resources. If you want to unlock the full potential of your program and customer insight, you will need to get your organization thinking differently about the voice of its customers. And to do that, you—as leader of your organization’s customer experience or VoC program—must change your own mindset and transform your role into a services business within your company.


In this paper, you will learn: 

  • Why changing your mindset about your VoC program will increase the value you deliver to the organization
  • How to craft and sell a “brand” that engages stakeholders at all levels of your company
  • How to make an impact and succeed in your role, despite limited resources
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