Customer Experience (CX) is quickly becoming the key brand differentiator for organisations. To be able to compete on CX, organisations must continuously be improving on it. And, to be able to improve the CX, companies must listen to and address customer needs.
Voice of the Customer (VoC) has been defined as the process of capturing customers experiences and sentiments on products, services and the brand. A VoC programme is used to gauge how well an organisation is doing with its CX strategy. In fact, VoC enables organisations to deliver better experiences. Thus, organisations must have rich VoC programmes to optimise the CX.
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