ABSTRACT
As more and more organizations realize the importance of integrating customer information into their strategic and operational initiatives, VOC/ VOM functions or centers will begin to flourish. The center will be part of an architecture that includes all the information flows that deliver information to the critical parts of the organization. These information flows must include not only the transmission of information, but also corresponding feedback loops that guarantee the quality of the information. As lip-service gives way to genuine customer focus, organizations will begin to create systems that can capture vital customer information to drive their strategic and operational initiatives. For organizations already invested in VOC Centers, the challenge lies in making them more responsive to the growing needs of internal partners and users of customer information. It means evolving them from a focus on the VOC to a more powerful embrace of the VOM.
