We operate in a world where fundamental drivers of consumer behavior are shifting rapidly. Ranging from economic turbulence to rapid changes in technology, these shifts are changing the rules faster than companies can keep up. Companies which choose to put ‘blinders” on do so at their own risk -- particularly with respect to Gen X and Y buyers.
The impact of VOC efforts goes beyond identifying points of customer dissatisfaction -- it represents a critical finger on the pulse of a rapidly changing market -- something which industries as diverse as mobile providers, auto manufacturers and airlines are all battling. That puts the onus on companies (regardless of industry) to put emphasis on keeping in touch with customers solely from the perspective of keeping a strong handle on shifting expectations and perceptions of value.