Listening to the Voice of the Customer

Listening to the Voice of the Customer


To ensure that products and services satisfy customer needs, it is essential for a firm to gather their customers’ “voice”. Stated differently, listening to customers is a first and essential step for developing and implementing a customer-centric strategy.

The process of listening to customers can take many forms. Informal listening happens when managers and front-line employees talk to customers in the normal course of providing service. Qualitative listening happens when companies conduct in-depth interviews, focus groups, and observational studies to understand customer needs. More accurate, and quantifiable listening takes the form of customer surveys.


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