Using Customer Insight to Drive Change

As many markets continue their struggle to revive growth, leaders are increasingly turning their focus firmly to their customers for the direction of their change.

With a 40% year on year growth in the emerging ‘voice of the customer’ market, the latest generation of customer feedback programmes are transforming the fortunes of many of those who have embraced the method.

Industry analysts now value ‘voice of the customer’ initiatives as the strategic investment for the next year and beyond due to its ability to reduce churn, risk and identify additional sales opportunities in real-time. The rewards are substantial.

This briefing paper highlights the five key ‘landmines’ to avoid when establishing a voice of the customer programme.