Gartner Research

Build a Voice-of-the-Customer Strategy to Harness the Power of Customer Data

Published: 12 April 2017

ID: G00320099

Analyst(s): Augie Ray , Jane-Anne Mennella , Jim Davies


The right VoC strategy can produce a VoC program that improves the value and use of customer data while reducing risks and delivering better outcomes. Marketing leaders focused on customer experience must define how to use customer data, who to involve in planning and what skills gaps to close.

Table Of Contents
  • Key Challenges



  • Step No. 1: Assess How VoC Data and Insight Could Be Used
  • Step No. 2: Inventory, Identify and Fill Skills and Resource Gaps
  • Step No. 3: Define Operating Model and Recognize Necessary Interdependencies

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.