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Forrester Research Announces 2011 Voice Of The Customer Award Winners

Adobe Systems Incorporated, Fidelity Investments, and JetBlue Airways are the winners of the 2011 Forrester Research (Nasdaq: FORR) Voice Of The Customer Awards, announced today at Forrester’s Customer Experience Forum 2011. The Voice Of The Customer Awards recognize organizations that excel in collecting, analyzing, and acting on feedback from their customers. Nearly 1,400 people attended the New York event, which was targeted at Customer Experience Professionals.

“This year’s nominees set a new bar for the scope, scale, and quality of voice of the customer programs,” said Forrester Analyst Andrew McInnes. “Compared to previous participants, they incorporate more customer data, influence more internal stakeholders, and deliver more value to their customers and their bottom lines.”

More than 40 companies representing leading brands in financial services, healthcare, retail, technology, and travel submitted entries to this year’s Voice Of The Customer Awards. Winners were judged across five categories: clarity of approach, business value to the organization, positive impact on customer experience, innovation, and potential for other companies to repeat the practice. “The best VoC programs this year drew a direct line from their VoC activities to their business results, earning themselves a permanent seat at the executive table,” said McInnes.

Adobe Systems Incorporated. The software provider won for its comprehensive program and focus on executive engagement. In addition to other activities, the firm created a Customer Immersion Program where executives step into customers’ shoes for a day, attempt relevant customer scenarios, discuss opportunities for improvement with frontline employees, and engage with actual customers.

“Adobe’s VoC programs have driven significant experiential gains by providing our senior leaders with first-hand knowledge of the customers’ point of view – what works, what doesn’t, and how we can evolve our practices and products to better meet customers’ needs,” said Lambert Walsh, vice president, customer success, Adobe Systems Incorporated. “We’re honored to receive this recognition from Forrester. This award represents the commitment of teams across Adobe to deepen our customer listening practices, and to truly engage with our customers to act on their feedback and learn from their ideas.”

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