What is the Voice of the Customer? Understanding customers, and their feedback and perceptions with regard to products and services, is invaluable and critical for success in any contact center.A new class of enterprise technology compliments Contact Center systems with significant and measurable financial benefit. It automates the collection of important customer feedback in the context of an interaction or transaction, in a way that not only fosters customer satisfaction and loyalty, but also facilitates fast and accurate customer data analysis and research. The data collected is presented with dynamic, real-time reports to appropriate departments and groups throughout an organization.These systems effectively integrate customer opinion into business processes and give customers a ‘voice’ in providing feedback in the context of transactions. It is ideal for improving operations and building best practice customer relationships.