Gartner Research

How IT Leaders Supporting Marketing Can Drive Voice-of-the-Customer Initiatives

Published: 05 January 2015

ID: G00271406

Analyst(s): Kimberly Collins, Jim Davies


By listening to the VoC, marketing organizations can improve the performance of functions, from brand and product management to campaign management. IT application leaders supporting marketing will need to adopt a centralized and integrated architecture for VoC.

Table Of Contents
  • Key Challenges



  • Unravel the Complexity of Organizational Ownership for VoC
  • Educate Marketing on the Impact of Cross-Domain VoC Technologies
  • Integrate VoC Technologies From the Many Siloed Departments
  • Communicate the Business Benefits of VoC Technologies for Marketing and the Roles Impacted
    • Campaign Management
    • Brand/Reputation Management
    • Intelligence
    • Product Management

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