John Goodman, David Beinhacker and Scott M. Broetzmann use their cover feature in the August, 2015 Quirk’s Marketing Research Review to present a compelling argument for better alignment between voice of the customer efforts and customer experience feedback methods.

Reacting to several past Quirk’s articles, the authors attempt to tease apart the knotty relationship of the voice of the customer, customer experience, enterprise feedback management and marketing research.

Click here to download the August 2015 Quirks article. (PDF, 164KbMb)