Gartner Research

Filtering VOC Data to Identify Salient Customer Issues

Published: 01 August 2018

ID: G00703870

Analyst(s): Customer Experience Research Team


To maximize their effect on boosting customer loyalty, CX leaders should prioritize addressing the most salient customer issues. This involves analyzing existing VOC data for customers’ durable memories and calculating the polarization of customer attitudes driven by specific issues.

Table Of Contents

Screening for Salience

Identifying Durable Memories

Determining Polarized Issues

Prioritizing Issues Based on Salience Tests

Redesigning the Experience


Recommended by the Authors

About This Research

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