Why Voice of the Customer is Vital for Commercial Survival


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Since the advent of the Global Banking Crisis the economic landscape has changed almost beyond recognition. Market volatility has become the norm with an ever increasing trend of price sensitive customers who have far lower levels of loyalty and are less tolerant of poor customer service.

Recent research underlines that customers now expect companies to act on their feedback; doing nothing only exacerbates negativity, increasing customer churn in times where customer service and retention are key to any business’ success. Leading academics Emmet Murphy and Mark Murphy, underlined the commercial importance of ensuring a business acts on customer feedback stating “… a 2% increase in customer retention has the same effect on profits as cutting costs by 10%”.

It is now accepted that exceptional customer service must be adopted as standard practice. According to Kerry Bodine of Forrester Research, “In 2011 customer service will start to be recognized as a critical part of the customer experience ecosystem. Executives will stop treating customer service as a cost centre and will instead leverage it as a high-touch loyalty driver and, wherever possible, a revenue generator. We’ll also see customer service employees gain stature in organizations as a resource for prized customer insights.”

Our Latest White Paper will discuss the increasingly vital role Voice of the Customer programmes play in these turbulent economic times and will explore how incorporating customer insight and using it to drive action will reduce risk through controlling customer churn and resolving operational inefficiencies.

To Receive a Copy of our Latest White Paper: So you think you know your customer” Contact us Today.

Republished with author's permission from original post.

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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