Qualitative Research on Use of Voice of Customer in Czech Organisations

The article presents qualitative research conducted on a sample of Czech organisations operating in the B2C relationships within the Internet environment. The research aims to determine the approach of the organisations to the collecting and analysing Voice of Customer in measuring share-of-mind metrics as constituent elements of Customer Experience. Research improves the current knowledge and setting of Voice of Customer in Customer Experience and its measurement and management in a real business setting. From the interviews is observed the low maturity in Customer Experience in Czech companies and often a misunderstanding of the concept. The companies are not fully entrenched in analysing Voice of Customer with text analytics. The barriers of getting the full potential of analysing Voice of Customer within Customer Experience are identified. The article is a part of the initial research to ‘Voice of Customer integration in Customer Experience measurement’ in the author’s dissertation and will also be published as a chapter in the author’s dissertation.

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