2010 Research

The State Of Voice Of The Customer (VoC) Programs

October 2010

This report looks at the make-up of 119 VoC programs at large companies across geographic regions, feedback channels, executive involvement, effectiveness of different activities, obstacles to success, and plans for 2011. We also examine results from the Temkin Group’s VoC Program Maturity Assessment that was completed by 105 of these firms. It turns out that only 1% of the firms reached our highest maturity level, “Transformers.” To understand how VoC programs differ by size of an organization, we compared survey responses between large and small companies. The number of companies planning to increase spending dwarfs those that are planning to cut back, so 2011 should be an active year for VoC programs.


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