The old adage “The customer is always right” was once the foundation for good customer service – do what it takes to make the customer happy, no questions asked. While the basic premise is still the same, that blanket approach has gone out the window. Today’s consumers have evolved so dramatically that asking them questions is now a critical part of an increasingly complex buyer’s journey.
In fact, gathering and acting on customer feedback is a growing area of study called “Voice of the Customer” (VOC). VOC focuses on customers’ expectations of and experiences with brands and encompasses the many touchpoints a customer has with a company – products, sales reps, store displays, websites, etc. It’s not surprising that a concept dedicated to consumer input is gaining momentum, as today’s shoppers demand greater engagement with companies: they want to be heard.