Beyond Brand, NPS and CSAT - it’s time to recognise the voice of the retail customer

It’s clear that the relevance of customer experience (CX) to overall brand perception is greater than ever, accelerated by the pandemic and evolving customer demands.  As a result, understanding the key factors impacting customer experience has never been more important.

With continuing advances in the tools and methods available to analyse unstructured customer data, we believe there is a wealth of insight to be gained from Voice of the Customer (VOC) feedback in particular, which is often left untapped.

In this guide we explore how VOC feedback can be harnessed by retailers and deployed to drive improvements to both customer experience and, more broadly, to the perception of retailers, their brands and their products.

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