Gartner Research

How to Successfully Implement a Voice-of-the-Customer Solution for Measuring Customer Experiences

Published: 29 May 2019

ID: G00384057

Analyst(s): Bill Delrieu


Voice of the customer (VoC) solutions enable organizations to better understand customer needs and perspectives by deriving actionable insights from customer feedback and behaviors. Application technical professionals should use this guidance to plan their VoC solution implementation.

Table Of Contents

Problem Statement

The Gartner Approach

The Guidance Framework

  • Prework
    • Define Your Organization’s Top Use Case
    • Plan Your VoC Data Governance
  • Guidance Framework
    • Step 1: Validate the Journey Map and Define KPIs Definitions
    • Step 2: Design Feedback Collection and Create Input Integrations
    • Step 3: Configure Reporting Access and Create Output Integrations
    • Step 4: Deploy and Support the VoC Solution
  • Follow-Up

Risks and Pitfalls

  • Project Stalling or Failing Due to Lack of Ownership
  • Facing Legal Action Due to Data or Privacy Breaches
  • Duplicating Work When Supporting Multiple Systems of Record
  • Getting Skewed Results Due to Fake or Absurd Comments
  • Getting Lower Survey Response Rates Due to Overwhelmed Customers
  • Related Guidance

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