The overarching aim of this survey conducted by Engage Business Media on behalf of Eptica is to reinforce the vital importance of the customer experience to commercial success, while at the same time investigating the current state of play of existing Voice of the Customer strategies and solutions used within organisations.

We live in a world of constantly rising customer expectations and never has it been more important for us to listen to our customers and use the insight we receive from their feedback and our interactions with them to drive continued improvement.

Two in three customers (65%) are asking more detailed questions than five years ago and more than nine in ten (94%) say that a high quality response from the organisations they are interacting with makes them more loyal, according to Eptica consumer research.

Using customer intelligence to build satisfaction and loyalty is therefore a critical business imperative. However, our research with UK brands shows that current Voice of The Customer (VoC) solutions are often failing to provide the platform that businesses require.

Key findings include:

• While 78% of brands are measuring customer satisfaction, over 8 in 10 (81%) are doing this through basic metrics such as NPS, CSAT and CES.

• These don’t go far enough – for example, 24% of respondents admit that NPS doesn’t provide the full VoC.

• Brands want to analyse customer interactions to get a deeper insight. They want to know Why customers do things, rather than just What they do.

• However, respondents feel that current systems don’t give them real value when it comes to analysing customer interactions. For example, 83% analyse email, but just 12% feel they get value from this exercise.

These headline survey results demonstrate a need for a change of approach. Brands need new ways of measuring VoC to create effective customer intelligence that then drives real competitive advantage.

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