Gartner Research

How to Select a Provider for Voice of the Customer

Published: 12 November 2013

ID: G00255365

Analyst(s): Andrew Frank , Jim Davies


The complexity of voice-of-the-customer projects makes choosing a provider complicated. Digital marketers can use our hierarchical evaluation model to find a provider that suits their business goals.

Table Of Contents


  • Understand the Project's Objectives — And Your Own
  • Develop a Hierarchy of Evaluation Criteria
  • Identify the Relative Importance of the Criteria and Subcriteria
  • Score the Provider's Ability to Comply With Each Criterion
  • What to Do Next

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