The phrase 'voice of the customer' originally described getting open-ended feedback while gathering requirements about customer needs. It was one aspect of the Total Quality Movement of the 1980s. Since then, the importance of VOC has broadened and deepened. Organizations now listen for the voice of the customer throughout the customer experience, not just when defining new products and services.

In the most challenging economic environment in generations, organizations are more focused than ever on retaining customers and maintaining existing revenue. Improving customer loyalty has replaced growth as the focal point for many organizations, and many businesses have put significant resources into implementing Customer Experience Management (CEM) and Voice of the Customer (VOC) programs.

But where should organizations concentrate their efforts? To help organizations prioritize with scarce resources, Vovici conducted the Customer Experience IQ (CEIQ) study of 200 organizations. The CEIQ report analyzed 24 best practices and their correlation to four dimensions of customer loyalty. This research identified seven ways to inspire customer loyalty using Voice of the Customer initiatives. Whether your organization has already implemented a CEM or VOC program or is just considering it, the elements uncovered in the CEIQ study can help you dramatically enhance the effectiveness of your customer loyalty programs by focusing on key VOC initiatives.