Gartner Research

Tuning In to Customers by Using 'Voice of the Customer' Solutions

Published: 14 August 2013

ID: G00255363

Analyst(s): Ken Agress

Summary

Effective customer engagement requires a better understanding of customer perceptions and behaviors. Many enterprises are turning to voice of the customer solutions to do this but need to do so in a strategic fashion to ensure utility, consistency and scalability.

Table Of Contents

Summary of Findings

Analysis

  • Why Deploy VoC Solutions?
  • Defining the Scope of VoC Technologies
  • VoC Technical Functions: Capture, Analyze and Act
    • Narrow, Broad and Deep VoC Solutions
    • Sequencing Across Channels: True Depth and Breadth
    • Multiple Simultaneous Targets
  • Recommendations
    • Address Immediate VoC Needs With a Long-Term VoC Strategy in Mind
    • Focus on Analytic Breadth, Depth and Tuning
    • Holistic VoC Is a Big Data Initiative — Align It That Way

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