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March 12, 2014 AT 5:24 AM
In modern business, “customer is king” is a well-accepted principle. As a result, capturing the “Voice of the Customer,” or VoC, to inform product and service offerings has become a mandate for most companies. Forrester Research confirms that within the past few years more than half of firms had established a VoC program, while another 25% were planning to establish one in the next 12 months.