The VOC Conundrum in Apparel Retail

Voice of the Customer ( VOC ) has been one of the major methods of understanding changing consumer requirements . From short paper based surveys of the yesteryears to the current long digital forms the VOC data collection methodology has come of age.
We all know , understand and have somewhere been a party to not revealing our true thoughts to the retailer . For every customer who complains to a business, 26 other customers don’t voice their feelings, ( (Source : White House Office of Consumer Affairs ) That means you only hear from roughly 4% of all your dissatisfied customers Read More…..