Report: State Of Voice Of The Customer Programs, 2011

We just published a new Temkin Group report, The State Of Voice Of The Customer Programs, 2011.

Here’s the executive summary:

Voice of the customer (VoC) programs are a popular customer experience management tool. We surveyed 192 large companies about their VoC programs and found that most of these efforts are successful. Typical programs employ three to five full-time employees and are not yet using social media or mobile channels. The respondents completed Temkin Group’s VoC Maturity Assessment, which gauges the effectiveness of these programs in six areas: Detect, Disseminate, Diagnose, Discuss, Design, and Deploy. The results show that only 2% of companies have reached the highest level of maturity. We recommend that companies use the assessment tool and data included in the report to benchmark their own maturity level and identify areas for improvement.

Download report for $195

The report introduces a new tool, Temkin Group’s VoC Maturity Assessment. We use data from our 30-question assessment to evaluate the VoC programs at 192 large companies across the “6 Ds” of a closed-loop VoC program. On average, the companies received ratings between “poor” and “okay” for all 6Ds, with the highest score in “Discuss” and the lowest in “Detect.”

While the averages highlight many opportunities for improvement, a number of companies already have good VoC ratings:

  • Detect: 20% are “good” or “very good”
  • Disseminate: 24% are “good” or “very good”
  • Diagnose: 28% are “good” or “very good”
  • Discuss: 32% are “good” or “very good”
  • Design: 18% are “good” or “very good”
  • Deploy: 24% are “good” or “very good”

Using the data, we’re able to identify the stage of maturity for each of the VoC programs. The data shows that there’s a lot of room for improvement; only 2% of companies have reached the highest level of maturity: “Transformers.” At the other end of the spectrum, 14% of companies are “Novices,” the lowest level of maturity.

Download report for $195

The bottom line: Voice of the customer programs are in their adolescence

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One Response to Report: State Of Voice Of The Customer Programs, 2011

  1. @Brucetemkin – curious to know the role of exec sponsorship to maturity of VoC programs. #custexp #customerexperiencematters

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