What kind of reaction do you notice when “voice of the customer” is mentioned at your company? Chances are it conjures up some mix of frustration, anxiety, disappointment, confusion, or avoidance. That’s because today, most companies are failing to realize the payoff of their voice of the customer (VOC) investment. One industry study reveals that only 15% of VOC managers view their VOC program as successful. Forrester Research, Inc. recently reported on the problem, and the reason why it exists.
