Voice of the customer (VOC) is the engine that drives customer loyalty strategies such as Net Promoter®. But, it's more than just identifying who loves you and who hates you and ranking them accordingly. It's about finding out why customers feel and react the way they do. This intelligence allows companies to improve the customer experience, create more relevant and successful products, and build loyalty.
 
Despite its benefits, many companies aren't capitalizing on VOC. A recent CMO Council Report (Giving Customer Voice More Volume) of nearly 500 senior marketers around the world found that only 25 percent have adopted a formal program. On the other hand, 58 percent indicated they have changed the way they track or analyze the customer experience over the last few years. The main modification companies have made is better analysis and integration of customer data.
 
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