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/
Many B2B companies use Net Promoter Scores (NPS) to evaluate customer outcomes and make important customer-related decisions.
The use of NPS scores attempts to distill diverse customers' complicated feedback about a company into a single score. It asks the question, "How likely is it that you would recommend our company/product/service to a friend or colleague?"
While helpful as a general indicator of customer sentiment, NPS scores alone provide an incomplete picture of customer relationships and often can lead to an imperfect understanding of the current health of a company's customers.
http://news.gallup.com/businessjournal/228047/ways-beyond-nps-fully-understand-b2b-relationships.aspx?g_source=link_NEWSV9&g_medium=TOPIC&g_campaign=item_&g_content=3%2520Ways%2520Beyond%2520NPS%2520to%2520Fully%2520Understand%2520B2B%2520Relationships/
