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Operationalizing Voice of the Customer: How Top Performers Create Actionable Insights

White Paper Published By: IBM
IBM
Published:  Apr 06, 2015
Type:  White Paper
Length:  58 pages

Voice of the customer (VOC) is a market research technique defined as the process of capturing a customer's expectations, preferences and aversions. Ideally, Voice of the Customer analysis produces a detailed set of customer wants and needs that is prioritized by company objectives or strategic goals. What has changed significantly is the volume and number of data sources and channels, inclusive of mobile device, kiosk, POS and tablet that are able to feed into the analysis of contextual VOC information via enabling VOC software, services and technologies.



Tags : 
market research, new technique, market analysis, customer preferences