Dan Bot
A Voice of the Customer (VOC) program is obviously critical to running a successful business. We’ve all seen statistics showing how retaining customers through customer loyalty is much more effective than converting new customers. As such, many service companies have methods in place to capture customer feedback and track customer experiences.
However, as a market research professional, I’d like to point out some key distinctions that can be overlooked when capturing and interpreting customer feedback, because the end users of feedback data might be surprised at the kind of insights they could be missing out on.
