Take Customer-Insightful Actions

In my recent post 10 Customer Experience Resolutions For 2011, item #6 was: We shall make customer-insightful decisions. This resolution is to make sure that companies stop thinking about voice of the customer (VoC) programs as a source of data or metrics. The main value of a VoC program is to affect what a company does; to make it more customer-centric.

So companies should organize their VoC programs to optimize the decisions and actions that it drives. To that end, I’ve identified a number of areas where companies can take action on VoC insights.

The bottom line: Are you making enough customer-insightful decisions?

About Bruce Temkin
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, marketing, interaction design, customer service, and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

2 Responses to Take Customer-Insightful Actions

  1. Ray Brown says:

    Hi Bruce A happy new year to you. I hope 2011 will be a healthy and prosperous year for you. I think your comments on actions based on VOC insights are very important. I firmly believe that businesses need to now see at least two measures of value in their interactions with customers. Revenue will always be a key metric and rightly so, but tracking actionable insights is another measure that’s becoming increasingly important. As businesses processes mature they will presumably begin to track the flow of these insights and the eventual impact on revenue.

  2. Katja Kjeldsen says:

    Hi Bruce. I have been following your work both at Forrester and at Temkin group – and you certainly is a master in the customer field!
    You make VoC seem easy to implement here – but my view is that customer insights are such a temporary thing that you either need to build on something more sustainable e.g. the very profound needs, or enable yourself to act fast and agile to the ever changing demands from the customers.

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