CXN Live: Voice of the Customer APAC 2021


The pandemic has added a fresh impetus to Voice of the Customer (VoC) programs. Previously, they were shown to be a key driver of growth with businesses with best in-class VoC programs demonstrating 55% greater customer retention rates, a 23% decrease in year-over-year customer service costs and significantly higher employee engagement rates. Our own 2020 Global State of Customer Experience saw participants indicate that more budget and attention is going toward VoC in comparison to 2019. Rather than basing decisions on internal bias and corporate gut feelings, brands should let the customers do the talking. Real-time visibility on voice of the customer data will be crucial to brands acting in a timely and relevant manner to overcome customer pain points and capitalize on new opportunities.

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