In your opinion, what does a strong voice of the customer program look like today?

In higher education, we struggle to implement student feedback due to institutional structures. While we do gather feedback on services, it rarely influences core educational delivery. I wish we could do more with the feedback we receive, but internal barriers make it difficult to pivot as quickly as other industries.

Voice-of-customer is everyone’s responsibility. It requires cross-collaboration among marketing, sales, product and customer experience teams. Modern tools enable always-on listening across direct and indirect channels, creating continuous feedback loops that make customer-centricity much more achievable.

A strong program includes candid, open listening across all levels, from interns to executives. We analyze feedback, trial changes and pivot quickly when needed. Pulse checks, research and social listening are key, allowing us to adapt products and messaging based on real-time input and opportunities as resources allow.