Measuring the voice of the customer helps an organization validate customer expectations, requirements, and unhappiness with current processes. When performing a Voice of the Customer Analysis, which example would be a form of "reactive data"?

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When performing a Voice of the Customer Analysis, complaints or comment cards would be a form of "reactive data." Reactive data is data which provides instant feedback, as complaints or comments are received instantaneously after a product sale, whereas a survey, interview, or focus group would have a delayed effect.

Measuring the Voice of the Customer Helps an Organization Validate