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VoC initiatives need to be part of core business

Rachel Wheeler Archive
Organizations striving to improve their customer experience have been urged to take on initiatives as part of their core business, it has been suggested.

According to a new study by Attensity, the leading provider of text analytics solutions for Customer Experience Management, there seems to be confusion in business about what makes a good Voice of the Customer (VoC) initiative.

It was conducted by ThinkJar on 400 individuals in marketing and customer service, among other things, and the firm suggested that the results were not entirely expected.

The top reasons for VoC initiatives were to improve customer satisfaction and loyalty, but "listening to the voice of the customer" was cited as a lower priority.

"Companies striving to deliver a differentiated customer experience will find they cannot afford to relegate VoC initiatives to organizational silos," said Rebecca MacDonald, vice president of marketing at Attensity.

Recently, Atul Jalan, chief executive officer of Manthan Systems, told Digital Journal that mobile apps are increasingly popular and are likely to help boost customer loyalty.

Posted by Richard Jones