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VOC Research
VOE Research



Voice of the Customer Research

Voice of the Customer Research concerns the systematic gathering, recording, and analyzing of data from and about customers in order to drive strategy, operational decisions, improvement efforts, and individual employee behaviors. Its purpose is to support the establishment and maintenance of a customer-focused organization.

Voice of the Customer Research

Why Does It Matter? 

Research indicates that increasing customer retention by as little as 5% results in improvements to top line financial results of 25% to 100%. Moreover, maintaining a cadre of dedicated, loyal customers helps build your business through customer referrals and positive word-of-mouth. Even without the evidence of the numbers, working to keep customers-especially those who are the most profitable for you-is just plain common sense. But success with a retention strategy requires knowing with precision what you must do to build and sustain customer loyalty. That's where we come in.

How We Work 

First we learn as much as we can about your business, your situation and your needs. Then we review your existing customer data and data collection methods, if any, so that we can build on what you already have in place. Research typically begins with Expectations Mining which is a highly specialized qualitative method used to gain a deep understanding of customers' requirements. Although the mining report by itself provides rich information, it is usually translated into a quantitative survey that allows us to compare your performance against the:

level of performance expected of an ideal provider 
level of performance that is minimally acceptable to customers 
perceived performance of competitors or the market overall.

We also use advanced statistical methods to identify underlying customer segments that cluster around drivers of customer value and to determine the factors that drive customer loyalty. The result is data that are extraordinarily useful and actionable.

We don't just hand you a report and disappear. Since we believe that information must be used in order to justify its costs, we facilitate action and implementation planning meetings of your leadership team to present results. We can also provide consultation and assistance with implementation, organizational change, internal communications, executive and employee alignment, and the development of ongoing tracking, measurement and research systems.


Performance Measurement Associates, Inc.

Copyright 2001 [Performance Measurement Associates, Inc.]. All rights reserved.
Revised: October 21, 2005