The Customer Experience Journal
Mastering Voice Of The Customer
October 2010

One topic dominated our research this past month: Voice Of The Customer (VoC) programs. We actually published two reports on the topic which we discuss below:
In addition, we are working on a report that digs deeper into the analysis of data from 199 VoC programs and another report that discusses leading-edge VoC practices.

I'm also starting to blog about planning; trying to support all of you that are beginning to look ahead to 2011.

Temkin Group held its first workshop in Boston called Creating A Customer-Centric Organization. The session went really well; we'll be planning more of them in the future.

Did you know that it's National Customer Service Week? It's a great time to celebrate a very underrated moment of truth for many companies. In honor of the week, I'll blog a bit on the topic. You can also look at my previous posts about customer service.

So keep an eye on our blog, Customer Experience Matters, and on the Temkin Group Website for more information.

New Research

In the newest Temkin Group Insight Report, Assessing The Maturity Of Voice Of The Customer Programs, we rolled out a VoC assessment tool and the results from 199 companies that had taken the assessment. We've actually made the report free of charge to encourage companies to examine their current VoC programs.

Here's the distribution of companies within our maturity model; you can see that only 5% ended up being labeled as "Transformers," which is the highest level.

We also published another report this past month that was focused on VoC: The Evolution Of Voice Of The Customer Programs: Large Organizations Need Customer Insight And Action (CIA) Platforms. This report was developed to provide an overview of a new class of applications for VoC programs. The report contains an in-depth description of 11 vendors that are creating these types of platforms.

You might also want to check out these other Temkin Group reports:
Customer Experience Matters Blog

Here are some recent blog posts from the blog, Customer Experience Matters:

Build Customer Experience Competencies In 2011
As a start to your 2011 planning, I suggest that you evaluate your company's effectiveness, using Temkin Group's customer experience competency model, across the four core customer experience competencies:
  1. Purposeful Leadership
  2. Compelling Brand Values
  3. Employee Engagement
  4. Customer Connectedness

Top 10 Customer Experience Incompetencies
I examined the areas where companies did the worst on our competency model. Here are the bottom five:
  1. Marketing does as much brand marketing inside the company as it does outside the company
  2. User-centered design approaches are used to design interactions across all touchpoints (Web, phone, store, email, etc.)
  3. The human resources organization is actively involved in strategic initiatives
  4. Senior executives support decisions to trade-off short-term financail results for longer-term customer loyalty
  5. The company provies leading-edge training for employees
Customer Insight and Action (CIA) Platforms Emerge
In this post, I define a new type of application, Customer Insight and Action (CIA) Platforms as:

A technology for automating multi-channel customer feedback, analysis, and response and the related workflow associated with closed-loop voice of the customer programs

I also describe why Enterprise Feedback Management (EFM) was not a good label for platforms that were going to support future voice of the customer programs.

In a previous post, The Evolution Of Voice Of The Customer Programs, I provide an overview of many vendors who are offering initial versions of CIA platforms.

Contact Centers Enter The Loyalty Mix
This post discuses the changing nature of how companies view contact centers. In the past, companies viewed them as cost centers and squeezed every penny out of every interaction. In the future, they will be treated more as loyalty drivers, and companies will invest in contact centers to increase the lifetime value of  customer relationships.
Temkin Group Update

Given the success of our first workshop, we will definitely be doing more of them. We are currently working on dates for future workshops in early 2011. Keep an eye on upcoming Customer Experience Journals.

As you start panning for 2011, we can help make sure that your customer experience efforts are on the right track. Here are a number of the ways that Temkin Group can help:
  • Assessments of customer experience efforts, to identify gaps and opportunities to accelerate your transformation efforts
  • Speeches and webinars on a wide range of customer experience and leadership topics
  • Interactive workshops for executive teams or other groups to gain alignment around key customer experience principles and priorities or to develop plans in areas such as voice of the customer programs
  • Educational curriculum to establish and reinforce an understanding of proven customer experience principles across an organization
  • Strategy reviews of marketing and product plans for vendors who want to help companies transform their customer experience
If you're looking to accelerate a path to customer experience leadership, then drop me a line at, visit our Website at, or give us a call at (617)916-2075.
Temkin Group is here to help!
Bruce Temkin
Customer Experience Transformist
& Managing Partner
Temkin Group
In This Issue
> New Research
> Customer Experience Matters Blog
> Temkin Group Update
> 8 Customer Experience Megatrends
> The 6 Laws Of Customer Experience
Temkin Group Insight Report- The Current State Of Customer Experience

We are a research and consulting firm that combines thought leadership with a deep understanding of the dynamics of large organizations to help senior executives accelerate their customer experience transformational efforts

1. Customer insight propagation
2.  Unstructured data appreciation
3.  Customer service rejuvenation
4.  Loyalty intensification
5.  Interaction iPod-ization
6.  Social media assimilation
7.  Digital/physical integration
8.  Cultural renovation
Quick Links
Temkin Group Website

Customer Experience Matters Blog

Remember to always keep these "6 laws" in mind:

1. Every interaction creates a personal reaction.
2. People are instinctively self-centered.
3. Customer familiarity breeds alignment.
4. Unengaged employees don't create engaged customers.
5. Employees do what is measured, incented, and celebrated.
6. You can't fake it.
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