The ongoing pandemic has really sped up the importance and urgency of listening to your customers. It feels like the entire world has changed overnight, and that's forced businesses to pivot in order to meet the needs of their customers. In order to do this, voice of the customer (VoC) programmes have seen a massive uptick in priority across the business. Rather than guessing at what customers might want tomorrow, organizations are required to understand what their customers need today in order to remain competitive