It’s important to put all of VOC scores and feedback into the broader context – how well do you do stack up against your competitors? I’m talking about benchmarking, which means making comparisons to help you understand the perception of your business relative to the competition in the minds of your customers.

A brand promise is the expectations you set with your customers. It’s a combination of the brand purpose and the reality of what the brand can deliver. It defines the benefits a customer can expect to receive when experiencing your brand – at every touchpoint. Customers will select your brand because they know that, every time they choose your brand, they will have the same experience.

Getting executive buy-in is crucial to any successful VOC program. Here are three main points to keep in mind when working with your executive team.

Transactional surveys are a great way to capture customer feedback immediately following a transaction or event. Companies can use them to gain a better understanding of a customer’s experience and perceptions of service quality.

Companies can no longer buy customer loyalty and assume customers will stay. It is easy for customers to “click away” and buy from another vendor. Customer Experience Management is now a formal process that involves multiple processes and departments. It requires the mapping of customer touchpoints, and combines operational and CRM data with customer service and marketing information.

Most companies with Voice of the Customer programs are struggling to gain insights from survey and feedback data. The right technology is ideally suited to bring all VOC and operational data together, to easily pinpoint relevant trends, and to reveal actionable insights.