Unleashing Customer Desires: Building a Better Voice of Customer Program

Think your customers are satisfied? Across industries, numerous consumer studies reveal the disconnect between business perception and customer reality. Customer expectations evolve at a rapid pace – is your business listening?

That’s where the Voice of the Customer (VoC) must come in, enabling you to listen to the voices behind those conversion rates – or bounce rates and abandoned carts! Get it wrong and you’ll see low response rates and limited value. Get it right and you – and your customers – will quickly reap the benefits.

We’ve partnered with Ross Rubin, the principal analyst and founder of Reticle Research, to bring you expert tips for building meaningful Voice of the Customer programs and gaining the valuable insights you need.

Key Takeaways:

What a VoC survey is and how it fits in a bigger picture of customer data
Tools and methods for capturing more in-depth, actionable customer insights
Examples of some useful VoC questions to ask to get the data you need
VoC metrics, their value, and their business impact
How to maintain the momentum by putting data into action

Melissa Krut

VP of Success, Sogolytics

Sogolytics VP of Success Melissa Krut works closely with internal teams and external partners to leverage Sogolytics’ feedback and experience management platform to drive accurate and relevant market, employee, and Voice of the Customer insights. With experience in training, building culture, and implementing technology solutions to support customer and employee experience, Melissa's focus is on empowerment, understanding, and, of course, success.

Ross Rubin

Founder and Principal Analyst,
Raticle Research

Ross Rubin is the founder and principal analyst at Reticle Research. Ross has been an industry analyst focused on innovation in the technology, media, and telecom markets for over 25 years, and has developed technology research services at leading firms, including The NPD Group and Jupiter Research (acquired by Forrester Research). He is a columnist for ZDNet and Fast Company and has previously written for CNET, Engadget, eWeek, Digital Trends, PCMag, ABCNews.com, Inc., VentureBeat, and TechCrunch.

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