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PHOTO: Sarah Kilian | unsplash The majority of companies are ineffective at working customer feedback into corporate decisions, according to a recent Forrester report on the effectiveness of CX and VoC programs. Only 24% of respondents to the survey said customer feedback is effectively addressed. Why is there such a disconnect? And what can brands do to address it? VoC Fix #1: Shift Focus to Outcomes “VoC and CX programs are broken because they’re not well designed to respond to the customer feedback they collect,” said David Roberts, CEO of Alchemer, which sponsored the Forrester report. “They are focused too heavily on data collection, dashboards and aggregated insights, and not on outcomes. It’s difficult to drive results from aggregated data, especially if it’s centrally managed. These programs need to be designed to close the insights-to-action gap, so that every customer sees the result of their input.”

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