Discuss Co-Founder and Chief Strategy Officer Jim Longo in Forbes:
Customer feedback can drive seismic change for leading global brands. Some companies understand this, and for several decades, they’ve leveraged customer voices through traditional market research, including scaling focus groups and in-depth interviews to drive better business outcomes. Today, tech has enabled companies, agencies and consultancies of all sizes to access the customer’s voice, quantify the feedback and share insights like never before.
We know that having the right customer context and understanding the “why” of their opinions and emotions can influence everything from product innovation and R&D to marketing and brand awareness. That’s why it’s projected that 60% of organizations will supplement traditional surveys with voice-of-the-customer (VoC) programs that analyze voice and text exchanges by 2025. Being close to customers not only drives organizational change for the better, but it’s critical for businesses to create exceptional customer experiences.
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