12 Trends in Voice of the Customer for 2012 – Part 3


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This Part of our Voice of the Customer trends for 2012 looks at measurement, increased speed and full service suppliers.

Measures and Questions

With a wealth of experience now present in the area, choosing a metric to measure customer satisfaction has moved on from being a one size fits all solution. Organisations will begin to look for the right metric for them from the many which are available such as Net Promoter Score (NPS) and Customer Effort Score (CES).

Full Service Suppliers

As the Voice of the Customer market matures and becomes more complex the need to understand how to interact with customers will grow. There is a need for a full service which includes the provision of both technology and consultancy to ingrain the system throughout the organisation.Vendors will use their knowledge to provide a consultancy service which will ensure there is the required skills transfer for organisations to manage their system going forward.

Increased speed of insight collection and analysis

As systems become more sophisticated the collection of customer feedback will become a quicker process with more automation. By choosing the right channel for the right time customers will be more inclined to give feedback, for example using an event such as a delivery to trigger a survey going out. Visualisations will allow insight to be analysed and displayed rapidly, this will enable immediate actions to be taken based on the insight.

Keith Schorah
Keith Schorah founded SynGro, a leading Voice of the Customer (VoC) company in 2004, following a distinguished career in sales and marketing within the IT, telecommunications and industrial sectors, and a long consulting background of designing and implementing customer service programmes in companies around the world. SynGro is focused on the enterprise sector of the Voice of the Customer market where its skills in integrating VOC information with client data such as financials and CRM have been paramount to its success.


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