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Voice of the Customer Programs on the Rise

New research from Temkin Group finds that an overwhelming number of companies report that VoC programs deliver positive business results.

There is a significant increase among U.S. companies in pursuing voice of the customer programs, finds a new survey from Temkin Group.

According to the firm's "State of Voice of the Customer Programs 2013" that polled 180 companies, an majority of companies report that VoC programs deliver positive business results. Only 7% of large companies that were surveyed reported poor results from their VoC programs, said Temkin.

The survey also found that more companies plan to increase than decrease their investments in this area. The most spending momentum is with software for managing VoC programs, what Temkin Group calls Customer Insight & Action Platforms, and text analytics. In both of these areas, more than 40% of firms plan to increase spending compared while less that 6% are planning a decrease.

Further, companies are also expanding the staffing on their VoC teams, the survey found. Thirty-six percent of companies have more than five full-time employees dedicated to their VoC efforts, up from 31% last year, while sixty percent have three or more employees, which is an increase from 52% in 2012.

[Related: Q&A: Bruce Temkin on Customer Retention]

Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as a municipal and courts reporter for daily newspapers in upstate New York, Bryan has ... View Full Bio

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