The VoC survey data has been collected and analyzed… Now What? To continue the proactive account management process and generate increasingly loyal customers, the results of the surveys must be shared both internally and externally and acted upon in a professional and timely manner.

The Chapman Group’s team of LoyaltyProfessional™ experts not only execute a best-in-class survey initiative, they also work with you and your team in a consultative manner to make the most of your customer data and capitalize on all opportunities to turn feedback into action to improve revenue and profits.

Our process for transitioning VoC feedback (facts and insights) into action includes both internal and external activities to ensure the data is being utilized to the fullest extent:


  • Team Planning – includes confirming current account goals, strategies and activities, and collaborating around customer feedback to determine if any additional goals, strategies and activities are needed.
  • Internal Business Review – a formal review with key stakeholders that allows the Account Team to share customer business intelligence and ensure the organization is on track to meet the goals detailed in the Account Plan. This is an opportunity to collaborate on and confirm how to best address customer feedback both internally and externally.


  • External Business Review – an executive meeting with the customer’s key influencers and decision makers facilitated by the Team Leader (SAM) and selected team members (i.e. Executive Sponsor) focusing on how well the Account Team is meeting / not meeting the customer’s business needs and expectations. This is a great opportunity to address the feedback received, highlight actions taking place as a result of the feedback, and collaborative with the customer directly by getting their feedback and buy-in on these efforts.
  • Joint and Balanced Scorecards – this is a strategic client / supplier planning and management system used to measure mutually agreed to critical business drivers (inputs) that influence the Key Performance Indicators (KPI) and one of the KPIs included should be the Loyalty Index. See Joint and Balanced Scorecards for more information.

The data collected as part of a Voice of the Customer Program will provide ongoing and predictive account / customer intelligence that steers the strategic relationship efforts and initiatives of your organization. These strategic efforts will result in improved revenue, profitability, and market positioning… only when you take action on your customer feedback data and insights by closing the loop!