Report: The State Of Voice Of The Customer Programs
October 19, 2010 2 Comments
We just published a new report, The State Of Voice Of The Customer (VoC) Programs.
Did you ever wonder what large organizations are doing in the area of VoC programs? This report goes a long way in answering that question. So you may be interested in the results if you want to benchmark your efforts against other firms or identify areas of focus for your VoC program. Vendors may want to fine-tune their product and marketing plans based on this extensive research,
Here’s an excerpt from the executive summary:
This report looks at the make-up of 119 VoC programs at large companies across geographic regions, feedback channels, executive involvement, effectiveness of different activities, obstacles to success, and plans for 2011. We also examine results from the Temkin Group’s VoC Program Maturity Assessment that was completed by 105 of these firms. It turns out that only 1% of the firms reached our highest maturity level, “Transformers.” To understand how VoC programs differ by size of an organization, we compared survey responses between large and small companies. The number of companies planning to increase spending dwarfs those that are planning to cut back, so 2011 should be an active year for VoC programs.
The report is rich with data; containing 25 figures. You can see an outline of the report with all of the figure titles if you download the sample report (.pdf). Here are a few of the myriad of data points:
- 79% of companies already report positive results (it’s too early to tell for most of the rest)
- Nearly 80% of companies currently use email for collecting customer feedback, but only 22% use social media sites and 3% use iPhone applications. Yet…
- …when it comes to channels that companies are actively considering, 35% of firms are looking at social media and 21% are looking at mobile applications — foreshadowing a lot of growth.
- Using the Temkin Group’s Voice Of The Customer Maturity Assessment, the study also identified that only 1% of companies with at least 2,000 employees and 9% of smaller companies attained the highest level of maturity, a stage that Temkin Group calls “Transformers.” The vast majority of the companies wound up in the earliest stages of maturity.
The bottom line: Is your VoC program on the right track?