Customers determine value. The value of a product or service is determined by the price customers are willing to pay for it. The value of a brand is determined by the opinion and behavior of the individuals who are aware of it. The value of customer voice (VoC) as a source of business intelligence is indisputable.

More than ever before, customers are interacting with businesses to define how products and services are created, offered and sold, and VoC plays a critical role in defining an organization’s ability to recognize and react quickly to shifting market forces and customer-defined opportunities.

Virtually every significant business process management tool – from Six Sigma and Corporate Performance Metrics to Customer Experience Management – incorporates VoC into methodologies designed to help improve the quality of communication, products and services delivered to stakeholders. Regardless of the methodology employed, acquiring VoC data as a means of accessing and integrating the collective intelligence of customers into strategic business processes is critical to continuous improvement – creating stronger customer connections, meeting customer needs, and improving the bottom line.

Collective intelligence theory is based on the premise that aggregated intelligence provided by a dispersed, diverse group of independently thinking, motivated individuals is not only likely to be representative of the universe of thought on any subject, but also that the group’s collective intelligence is likely to be superior to any individual and that useful input may come from any individual member of a group at any time.

Rooted in both VoC and visual communication, OpinionLab solutions tap into the richest source of VoC business intelligence ever assembled.