A voice of the customer (VOC) programme allows you to determine which questions to ask your customers. This has been and remains an important principle in managing the VOC, because if you just said to your customers “tell me whatever you want to tell me” they will give you a mass of unrelated information that is not possible for you to action. At least by structuring the feedback and by using good research practice, you can limit the responses you get back to the things that are controllable in your world. Until recently, VOC was therefore mostly quantitative and largely structured according to the terms of the organisation, apart from that one customary verbatim question at the end of most

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