Magazine article CRM Magazine

Don't Doom Your VoC Strategies: A Six-Step Plan to Overcoming Common Obstacles

Magazine article CRM Magazine

Don't Doom Your VoC Strategies: A Six-Step Plan to Overcoming Common Obstacles

Article excerpt

I'VE ALWAYS enjoyed the unexpected ending of the movie Raiders of the Lost Ark.


Throughout the film, Indiana Jones relentlessly pursues the Ark of the Covenant, risking life and limb to keep it from the Nazis. Through a series of dramatic twists, Jones secures the Ark and safely returns it to the United States, where he is assured by a U.S. bureaucrat that "top men" are carefully examining this important artifact. However, contrary to this promise, the final scene shows the Ark being crated up and packed away in a warehouse with thousands of other wooden boxes, likely to be stored forever.

The clever ending symbolizes to me the many times we dedicate extraordinary resources and energy to projects in our businesses that ultimately have little or no impact. Unfortunately, this happens often with voice-of-the-customer strategies. Just like Indiana Jones, you can put superhuman effort into gathering and analyzing valuable customer insights that never generate action or prompt positive change.


To understand the top obstacles, I decided to do the most logical thing possible--ask you! I collected input from more than 100 readers of CRM magazine who indicated they are involved with their VoC strategies. Here were the top three obstacles cited:

1. Not enough resources. Respondents indicated they don't have all the right people involved or the right resources for VoC strategies to really be effective.

2. Getting the right insights from the right customers. Feedback showed that companies are not gathering enough of the right insights from the right customers to drive improvement.

3. Action. Participants admitted they don't do a good job of taking action on the customer feedback they receive.

Several statistics revealed additional obstacles:

* Only 51 percent of the readers felt their VoC initiatives were visible throughout their organization.

* Less than half indicated that a team was in place to manage VoC strategies.

* Only 42 percent agreed that customer insights were used to prioritize the most important operating metrics to measure and manage.

* Less than one-third indicated that employees receive training on how to interpret and use customer feedback. …

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