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How to capture the voice of the customer depends on how customers are interacting with the business, whether by phone, online Web site, or face-to-face interaction.
Keep in mind that it’s always best to collect customer feedback as close to the interaction as possible.
• Contact Center feedback: Get customer feedback post-call from IVR surveys, outbound customer service surveys, or online surveys via email invitation
• Online: Use a web-based survey or a customer-initiated feedback collector to learn what customers think during or after transactions
• Face-to-Face: Direct your customers to online, receipt-based, or SMS surveys or customer feedback collection points following an in-store experience 
Voice of the Customer: The Next Generation
(Forrester, 2009)
The voice of the customer is the collective mood, opinion, or feedback from a company’s customers. It is customers’ evaluation of their experiences with a company.
The Challenge
The new customer economy enables customers to use their voice in many ways. Companies that don’t provide a wayto collect customer feedback directly with them soon realize that customers will find their own way, whether through blogs, social networks, video sharing, or review sites. ResponseTek helps companies proactively hear the voice of the customer.
Do more than listen
Surveying customers isn’t new. In fact, many organizations are overwhelmed by customer information. This is because they are unable to turn the voice of the customer into useful, actionable information. They need a system that can transform all the data into actionable business intelligence.
