There is no shortage of buzz around the voice of the internal and external customer (VOC) and how it should shape a brand’s external policies, products, and services for the benefit of its bottom line. However, the concept of turning customer feedback into practical results can seem abstract to an organization that is used to make decisions based on data and “gut feelings” alone. But the reality is, the world’s most successful companies do listen to feedback, and they do have a history of action upon it when it makes sense.

Identify a company that applies VOC and describe how it is done and has helped the company succeed.