So it turns out that the voice of your customer is pretty darn important. Gartner found that 95 percent of companies regularly listen to their customers feedback, and yet rather worryingly, Gartners research also concluded that only 29 percent of firms with VOC programs in place incorporate VOC data into their decision-making processes, while nearly three-quarters of brands dont consider their VOC programs to be very effective at driving actions. In other words, the benefits of VOC data collection are clear and well received but brands are struggling to make their VOC programs impactful.
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