Gartner Research

The Impact of VoC on Digital Commerce

Published: 13 February 2015

ID: G00272356

Analyst(s): David Kohler, Gareth Herschel , Jim Davies , Chris Fletcher


Voice of the customer programs can provide valuable tactical feedback to application leaders supporting digital commerce, but more strategic insight is possible for those who know how to listen effectively and optimize customer input.

Table Of Contents
  • Key Challenges



  • Pay Attention to the Root Causes of Customer Experience Issues, and Create Collaborative Processes to Address Customer Feedback
  • Invest in the Direct Voice to Better Interpret the Inferred Voice, and Consider the Customer Journey When Interpreting the Inferred Voice
  • Use VoC as an Input for Business Model Innovation

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.