“We’re really looking for the voice of the customer when it comes to feedback when it comes to their experience and their sentiment around your organization and how that impacts their willingness to collaborate with you on things that extend beyond just buying your products or services…”

The goal of a customer and market research program is to drive growth. This is possible by using feedback to drive company changes that attract and acquire more happy customers, who are more likely to renew.

Keeping up with customers in today’s era isn’t easy. However, familiarizing yourself with Voice of the Customer (VoC), what it is and how you can invest in a program to implement it, can help you identify and fulfill customer needs.