The Voice of the Customer Article


The Voice of the Customer
Marketing Science

This is the ground-breaking academic article that coined the term “Voice of the Customer” and was named one of the top 25 most influential article in the field of Marketing Science by the Journal of Marketing Science. This article defines what the Voice of the Customer is and discusses the best way to collect and prioritize customer wants and needs.

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The Voice of the Customer
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Abbie Griffin
John R Hauser

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