Published: 06 March 2023
Customer feedback is a valuable yet underused asset. VoC dashboards and reports alone fail to encourage customer-centric decisions and improve the customer experience. CMOs must guide their teams to turn VoC data into wisdom and actions that improve CX.
VoC programs are common at most organizations, but aggregate reports on customer feedback trends, such as changes to overall Net Promoter Score (NPS) or customer satisfaction score (CSAT), fail to drive ongoing customer-centric action.
CMOs and other CX leaders rarely leverage customer feedback data to encourage organizationwide customer-centric behaviors. This is due to an overreliance on data-only dashboards that tell these leaders what is happening, rather than reports that tell them why it matters and how to react.
Many leaders across an organization fail to use available customer insights to guide decisions because they either do not know the value
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