What is the difference between opt-in customer feedback versus random-sample customer experience measurement? 'Feedback' direct to the company and via social is dominated by extreme opinions. You're missing customer experiences if you only target people with strong positive or negative feelings. This results in chasing the squeaky wheel and ignoring the silent majority.

1. Listening to feedback alone can be misleading
►
Feedback direct to the
company and via Social
is dominated by
extreme opinions
►
This results in chasing
the squeaky wheel and
ignoring the silent
majority
Status Quo:
Next Generation:
Behavioral data
Opt-in Feedback
Voice of Customer
VOC Measurement
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