Voice of the customer (VOC) initiatives have gone mainstream. Unfortunately, too many companies doom their VOC programs from the start.
The problem isn't that brands aren’t collecting feedback. In fact, companies are gathering more feedback from customers and visitors than ever before.
The problem is that brands fail to realize the primary value of VOC data. Information culled via customer feedback is valuable because it creates internal alignment and provides insights that allow brands to execute quicker than the competition.
https://www.cmswire.com/customer-experience/why-your-voice-of-the-customer-data-isnt-actionable-and-what-to-do-about-it/
"New research methods are constantly coming to the forefront. Every industry is inundated with the ‘next generation’ approach that will revolutionize their industry.
At iPerceptions, we have seen this time and again in the Voice of the Customer (VoC) space. The pre-post methodology, asking visitors on arrival to your site for feedback at the end of their visit, was a turning point in collecting continuous feedback from your visitors."
https://www.iperceptions.com/blog/voice-of-the-customer-methodologies/