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Voice of the Customer: Value will only be created if true change is driven from the customer feedback.

Whilst customer satisfaction has risen dramatically in its visibility and importance over the last 24 months, the majority of organisations remain immature, doing little more than collecting customer feedback and reacting to it. It is clear that whilst few are achieving true business change from their customer insight, the overwhelming majority of companies recognise the value to be derived from investing in improving their customers’ experience.

Indeed, more than 75% of companies have increased or maintained their investment in improving customer experience since the impact of the global financial crisis. The success stories of the commercial returns achieved by the innovators who have managed to use their customer insight to transform their business has accelerated the pace of change in the customer experience field.

The challenge for experience professional has evolved from how do they use customer insight to transform their business, to how can they achieve this before our competitors do.