VoC (Voice of Customer) is the new rage in customer experience mapping. However, businesses need to track its ROI to truly make a difference. For that to happen VoC increasingly needs to be mapped as a value chain. It moves from customer inputs, to an action plan to deriving business intelligence on the inputs received to incorporating them in the next phase of product launched. Less than a sixth of VoCs end up successful. Each action in this VoC process needs to an upgrade in the value chain. Proper context needs to be gauged out of such studies. What metrics to use at what stage also needs to be carefully analyzed. The metrics could be either in customer domain, or in financials or for team management. Each stage must also look into the resources utilized, skills in possession, the stakeholders involved and the existing company culture.


Uploaded Date: 19th May 2017

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