What Voice of the Customer is not
Perhaps as a testament to its success, Voice of the Customer has been adopted in many circles as a catch-all term for all manner of customer market research, or worse, any customer feedback at all. However, VOC does not mean:
- Ad testing
- Pricing analysis
- Brand imaging
- Competitive intelligence
Moreover, it should not be based on non-research techniques like:
- Tech support calls and help desk conversations
- Anecdotes from sales people or high-level executives
- The “suggestion box”
- Comments passed through an ombudsman to senior management
How can we help?
Contact us to learn about our approach to Voice of the Customer, and how it remains the best way to ensure that you understand what your customers want.
