target audience: TECH SUPPLIER Publication date: Dec 2023 - Document type: Market Perspective - Doc Document number: # US51461723
Voice of the Customer Applications Market Dynamics and Vendors for 2024
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Abstract
This IDC Market Perspective discusses voice of the customer (VOC) applications market dynamics and key vendors to watch in this market in 2024. Voice of the customer applications have evolved significantly over time with the advent of digital transformation and customer desires to communicate as much with one another as with the brand. Customers today want to be heard and to engage each other, and they know they can do so across social medial channels, communities, and product research reviews. Brands need to quickly keep pace with these channels, engage their customers, and build trust and loyalty with them. Brands that can do this with transparency and that can exceed the experience expectations of their customers will generate clear differentiation in their markets.
Suppliers of VOC applications should understand these practitioner needs and produce simple, innovative products while working closely with their customers to ensure that they understand their needs and stay close to evolve with them. This takes a team and an ecosystem that works tightly together to address those customer needs.
IDC identifies 11 vendors that embrace these themes, offering a wide range of capabilities to gather, analyze, and act on customer feedback that is available on so many channels today. From open architectures to in-depth community functionality to full professional service offerings, these vendors offer incredible capabilities to meet many needs.
“Listening, analyzing, and acting on customer feedback today is more important than ever. Engaging with — and developing a relationship with — customers develops trust and loyalty and can lead to long-term beneficial relationships,” says Lou Reinemann, research director, Worldwide Voice of the Customer Applications at IDC. “These vendors are innovating and solving the growing challenges that face VOC practitioners today and in the future.”