Customer facing front line staff like shop assistants or contact center agents hear the “Voice of the Customer” day by day but usually the information get lost as soon as the dialog ends Service staff focus on the process they are supposed to carry out Pressure on average handling time limits quality of documentation Single voices do not get aggregated to gain momentum Staff does not know how and to whom to pass the customer feedback to Organizations are not prepared to deal with the issues Frustration increases as people realize they can’t change anything Subsequently valuable voice of the customer gets irreversible lost while companies tend to spend fortunes on market research and customer surveys at the same time.

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