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Reinvigorating the Voice of the Customer

Converting Data Into Actionable Insights

About This Report
By upgrading and integrating voice of the customer strategies throughout the entire organization, businesses can improve the customer experience and boost financial results.
Table of Contents

Executive Summary

Despite significant investment in voice of the customer (VOC) programs, most are not reaching their full potential, resulting in poor customer experience (CX) and unsatisfactory financial gains. This muted performance puts $3.572 trillion in global consumer spending—9.5% of sales—at risk every year, according to September 2021 research from Qualtrics XM Institute.

Key Question: How can C-suite executives reinvigorate their VOC program as part of their strategic plan to improve CX and boost financial results?

KEY STAT: Poor CX in the US puts $1.859 trillion at risk—almost 11% of total sales.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

17expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Most VOC Programs Don’t Deliver on Their Potential to Drive Value
    3. When the Right Data Is Synthesized with the Right Strategy, VOC Programs Deliver Optimal CX
    1. How Can Business Leaders Sustain Maximum VOC Value Across the Organization?
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Tzachi Ben-Sasson
    Head of Global VOC
    Interviewed March 7, 2022
    Diana Bhaktul
    Senior Product Marketing Manager
    Interviewed February 15, 2022
    Graham Clark
    Vice President, Market Development
    Interviewed February 28, 2022
    Valerie del Perugia
    CUNA Mutual Group
    Senior Manager, CX Design and Strategy
    Interviewed February 15, 2022
    Christy Dempster
    Senior International Marketing Manager, CX and Analytics Lead
    Interviewed February 16, 2022
    Manu Dwievedi
    Assistant Director, Insights
    Interviewed March 4, 2022
    David Hentz
    Global CX Leader, Telecom and Technology
    Interviewed February 22, 2022
    Jim Iyoob
    Chief Customer Officer
    Interviewed March 3, 2022
    Marc Mandel
    Director and SME VOC Practice, CX Strategy
    Interviewed February 15, 2022
    Greg Melia
    Customer Experience Professionals Association (CXPA)
    Interviewed February 7, 2022
    Stacey Nevel
    Prudential Financial
    Director, VOC
    Interviewed February 22, 2022
    Ken Peterson
    President, CX
    Interviewed February 14, 2022
    Mark Ratekin
    Principal Consultant, Global CX Consulting
    Interviewed February 15, 2022
    David Roberts
    Interviewed March 7, 2022
    Colin Shaw
    Beyond Philosophy
    Founder and CEO
    Interviewed February 9, 2022
    Michelle Spaul
    Delta Swan
    CX Consultant
    Interviewed February 15, 2022
    Shawndra Tobias
    Vice President, CX
    Interviewed March 4, 2022


    Patty Soltis


    Dave Frankland
    Principal Analyst, Marketing
    Tracy Tang
    Senior Researcher
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