Voice of Customer Programme Maturity Model

Novice

No feedback programme.
Customer sentiment unknown

Lacks a systematic feedback system, leading to a poor understanding of customer satisfaction.
No metrics are tracked.
Customers find it hard to be heard.

Sporadic feedback collection
Customer insights stale

Basic VoC Programme
Positive impact on loyalty

Transactional and relational surveys with multi-channel data collection.
One or more KPIs may be in use. Analysis and reporting occurs with sporadic company wide insight sharing.
Customers may experience follow up.

Integrated VoC programme
Customers recommend reactively

Customer journey is mapped and satisfaction measured at each step.
VoC is integrated with main business system(s).
Real time reporting. Systematic follow up for service recovery and service improvement.

Real time VoC programme
Customers recommend proactively

Poor Performers

26%

Average Performers

50%

Top Performers

24%

More than one bad experience = 80% of customers will change brand

53% of businesses believe they offer good CX, only 15% of customers agree

Only 1 in 26 unhappy customers complain, but 1 in 9 share their negative experience with 15+ people

Companies that lead in customer experience outperform laggards by nearly 80%.

At least 1 point CSAT below sector average = 0.1% revenue growth (vs 4.1% average)

More than double the revenue growth of CX laggards between 2016-2021

94% customer retention rate

15-25% increase in cross-selling

20-30% higher satisfaction and engagement

5-10% higher wallet share

86% of buyers willing to pay more for a great customer experience

At least 1 point CSAT above sector average = 7.4% revenue growth (vs 4.1% average)