2013 Research

State of Voice of the Customer Programs, 2013

October 2013

For the third year, Temkin Group benchmarked the voice of customer (VoC) programs within large organizations. These efforts continue to deliver successful results as companies have increased staffing and plan to spend more in areas such as customer insight and action platforms and text mining. We also found that executives are taking a more active role in VoC programs. When it comes to sources of insight, the use of mobile feedback has more than doubled since last year. Looking ahead, companies plan to focus less on multiple-choice surveys and more on interaction history and predictive analytics. Respondents also completed Temkin Group’s VoC Competency and Maturity Assessment that examine capabilities across what we call the 6 Ds: Detect, Disseminate, Diagnose, Discuss, Design, and Deploy. While only twenty percent of companies have reached the two highest levels of VoC maturity, this level represents a significant increase from last year. When we compared high scoring VoC programs with others, we found that they spend more on analytics, use more data sources, and employ more full time employees.

Here’s how companies performed in Temkin Group’s VoC Competency and Maturity Assessment:



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