Operationalizing Enterprise Voice of of the Customer: GalaxyTM Vendor Evaluations
Much has changed since Hypatia published the first industry analyst research on Voice of the Customer (VOC) software, services and technologies back in 2011. At that time, leading vendors that supported unified VOC analysis via multichannel or omni-channel VOC capabilities comprised 25+ in all.
Now, support of multichannel VOC is considered table stakes in this GalaxyTM evaluation study. In 2014, other vendors have been added–as each has presented us with compelling multichannel offerings that vary based on specific business applications.
In preparation for this update, we surveyed and interviewed over 500 global end-users of VOC technologies. Respondents encompassed:
- North American (35.7%)
- Asia Pacific (34.7%)
- European respondents (28.8%)
- Middle East & Africa (~1%)
We found that sophistication, maturity levels and the ability to create effective closed loop business processes varied widely across industries, company size and geography.
What has changed significantly is the volume and number of data sources and channels, inclusive of mobile device, kiosk, POS and tablet that are able to feed into the analysis of contextual VOC information via enabling VOC software, services and technologies. While our evaluation of VOC has always included both contextual information (qualitative) as well as structured information (quantitative), the sophistication, complexity, and expertise required to design an effective enterprise-level VOC program is still lacking in a majority of organizations.
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Manufacturer: HRG-59 pages / 20+ figures / 3 case studies / Galaxy Vendor Evaluations