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Article VOC Strategy

Key Trends in Voice of the Customer Programs

If you're trying to maintain a leadership position, one of the most powerful tools you can leverage is Voice of the Customer programs. There are many aspects to successful ones, but here are some of the latest trends in the areas of customer feedback and VoC.

No More Strategy Silos

In the past, departments like marketing, sales and support ran independently, passing customers off like a football as the customer journey progressed. But times have changed and there’s pressure on all functions to integrate and provide a seamless and consistent customer experience that paints a powerful brand picture for customers all the way through their journey with your offerings.

Birst has extended the reach and impact of its cloud BI/Analytics solution to provide an end to end picture of the customer journey. It’s usefulness extends beyond marketing to the sales and post sales stages — where team members can continuously draw on insights to tailor their efforts more precisely to each customer which they know better than ever before.

AlwaysOn Data Gathering

Customer insights are the horsepower behind building competitive advantage but what’s the fuel? It’s customer data and an almost never ending stream of it is the ideal. Why isn’t there such a thing as too much data? Because customers are constantly interacting with your company and each interaction is a source of key data and insights that can’t come from anywhere else.

Zendesk this week announced that it has integrated Net Promoter Score surveys into their core customer service management platform. It allows customer feedback to be a continuously present aspect of a company’s engagement with customers.

Moving Beyond Good Enough

There’s a recognition that CX is a key competitive battleground. Choosing simply a satisfactory solution for serving customers is effectively leaving a door open with a welcome sign for competitors to move past you and take customers on the basis of superior customer experience.

Pegasystems has raised the bar in Customer Service Applications by bringing a unified desktop view of all customer data to customer service reps. It reaches further to actually encouraging reps to deliver faster, more accurate and complete support to customers.
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