Observed Signal · Jan 3, 2022 · Research Report · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Organizations Evolve Voice of the Customer Programs Beyond Basic Surveys
A CMSWire feature examines how Voice of the Customer (VoC) programs are evolving from simple surveys into broader strategic tools. Insight Partners' 2021 Voice of the Customer Survey found that half of surveyed companies operate VoC programs, with potential benefits including product innovation, demand generation, and higher retention. Executives from Quantum Metric, Real, Emplifi, Voices, and AppFollow describe uses ranging from influencing product roadmaps and quarterly goals to organizing feedback along customer journey touchpoints. Vendors emphasize omnichannel feedback collection and integration of VoC capabilities into marketing, service, and social commerce platforms. The article also positions VoC as an increasingly important first-party data source as third-party cookies decline. The piece compiles expert commentary and vendor perspectives on best practices rather than announcing a single product launch or transaction.
Provides survey data and executive perspectives on Voice of the Customer adoption, relevant to MarTech and first-party data strategies in advertising, but not a disruptive industry event.
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Key Takeaways & Evidence Grounding
- Insight Partners' 2021 Voice of the Customer Survey found that half of surveyed companies had VoC programs.
- VoC programs are evolving from basic surveys to comprehensive programs influencing product strategy, demand generation, and retention.
- Real uses VoC data to inform product roadmaps, investor communications, and quarterly goals.
- Vendors advocate for omnichannel VoC feedback integrated into marketing, customer service, and social commerce platforms.
- Voice of the Customer is positioned as a first-party data source as third-party cookies decline.
Connected Companies & Entities
4 Entities mapped“global venture capital and private equity firm Insight Partners found that half of the companies it surveyed had VoC programs...”
“According to Levi Kugel, Quantum Metric director of customer success strategy, accelerating customer satisfaction is a key element...”
“VoC is an 'essential' — brands need to meet their customers where they are ... said Jonathan D'Sousa, Emplifi vice president, product, socia...”
“Anatoly Sharifulin, AppFollow CEO and founder, said average rating and reviews are the most honest source of feedback from users...”
Ontology Mapping & Concepts
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