Many of you have sent congratulations for the Q4 2009 Marketing Leadership Council (MLC) award given to Qwest Communications for their Voice of the Customer (VOC) program. We’re proud to have supported this program at Qwest for over 3 years. They’ve come a very long way in that time, and continued to grow without proportionate growth in head count.

An informative presentation was given by the leadership of the VOC program to MLC members last month, and we’d like to share both the audio and accompanying slides from that webinar. The take-aways include:

• How the MLC assessed nominations for this prestigious award (sorry, no slides for this portion)
• The drivers and process for creating a customer reference program
• An alternative approach to fulfilling customer reference requests, which is typically extremely labor-intensive and reactive
• An approach to measuring the value of not only this VOC, but any VOC program

Enjoy!