Executive Summary

Despite significant investment in voice of the customer (VOC) programs, most are not reaching their full potential, resulting in poor customer experience (CX) and unsatisfactory financial gains. This muted performance puts $3.572 trillion in global consumer spending—9.5% of sales—at risk every year, according to September 2021 research from Qualtrics XM Institute.

Key Question: How can C-suite executives reinvigorate their VOC program as part of their strategic plan to improve CX and boost financial results?

KEY STAT: Poor CX in the US puts $1.859 trillion at risk—almost 11% of total sales.