The old mantra of customer experience professionals is to “Ensure that customers achieve their desired outcomes while using our products and services.” However, this is very limiting and leaves a lot of goodwill (and profit) on the table. This is why the CX definition needs to be expanded to: “Ensure that our customers achieve their desired outcomes, starting when they become aware of us, and extending through the buying, delivery and usage process.
http://customerthink.com/good-marketing-cant-overcome-poor-customer-experience/
Gathering customer feedback is a mainstay in business. However, most companies have recognized that closed-ended surveys aren’t enough to gain powerful insights into the customer experience (CX). Instead, a voice of the customer (VoC) program is a necessity for any company that wants to understand and act on customer sentiment.
http://business2community.com/customer-experience/from-build-to-integration-the-essentials-of-a-successful-voc-program-02277758/
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