CHAPTER 7

Listening Passionately to Your Customers’ Unified Voice

A major communications company was spending over $15 million annually surveying customers and compiling data. The joke was, “If it moves, we measure it.” However, as the vice president in charge put it, all they did with the information was “review it each quarter to see if things had gotten better or worse.” He added that because even those quarterly reviews were poorly attended, half of them were cancelled.

Contrast this company to one of its competitors that spends less than $1 million annually on VOC. This company harnesses speech analytics technology to analyze and report on conversations with customers in real time. It draws on multiple sources of data, including operations ...

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