It is almost always more profitable for marketers to retain and grow an existing relationship than it is to establish a new one.

This said, it is a primary responsibility of client relationship managers – and of the marketers that support them – to collect, understand and respond to voice of customer (VOC). With a disciplined VOC process in place, higher customer retention rates are achieved, and deeper, more profitable relationships are secured.

As part of a customer outreach program for a leading financial institution, when securing sales appointments for Business Bankers, we have been able to complete short, needs-revealing surveys among more than 70% of the Decision Makers we engage on the phone.  On scale, hundreds of times each day, we ask, listen and record actionable VOC for the Business Bankers.  This enables them to engage in meaningful, relationship-deepening client engagement. This VOC exercise is a key element of our ability to extend the reach and impact of these Business Bankers – and support a 5X Net ROI for our client.

“What are your customers saying?”  Let’s find out.