Currently most companies are in the process of expanding their VoC and analytics functions, as it is has become received wisdom that listening to customers is crucial for designing and delivering outstanding customer experiences. In this article, CX expert and blogger Annette Franz adds a note of caution, and attempts to provide some structure to the sometimes woolly thinking on customer feedback. Arguing that companies must do less indiscriminate listening, and more active, strategic ‘hearing’, Annette considers some key questions for your companies’ VoC programmes.
Expert by Annette Franz, CX Expert and Blogger,
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