Gathering customer feedback is the only way for a company to truly know and understand its customers’ needs, wants, concerns, and issues, as well as create more and lasting value for them. Regardless of whether customer feedback is managed by a single person or multiple people in an organization, or even a third-party provider, companies need to ensure that they are putting the right voice of the customer (VoC) programs and processes in place to support their organization’s collection, management and use of that data.
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