Gartner Research

How to Start a Voice of the Customer Initiative

Published: 20 July 2012

ID: G00234873

Analyst(s): Jim Davies

Summary

Because of their business impact, VoC programs are becoming more popular, however, the most commonly cited organizational challenge is determining where to begin.

Table Of Contents
  • Key Challenges

Analysis

  • Audit VoC Activities
  • Apply Best Practices to VoC Technology Deployments
  • Build a Business Case
  • Ensure Executive Commitment
  • Determine Ownership
  • Define the Scope of VoC
  • Align VoC With CEM
  • Create a VoC Team
  • Learn From Others
  • Encourage Employees
  • Embrace a Multiphased Strategy
  • Determine the Most Appropriate Data Model
  • Pilot the Most Promising VoC Technologies
  • Assign Metrics to Measure Impact of VoC
  • Create a Mechanism for Insight Distribution

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