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Voice of the Customer sounds wonderful, and doable, and gee whiz why not do it? And yet, as many have found, implementation takes more than wanting and writing a check. In this program we talk about VOC with Bill Walker, Chief Revenue Officer at Unison. Walker has successfully implemented a VOC process for collecting and implementing direct customer feedback. He believes that this is the most important thing you can do as a corporation and that it is more productive than leveraging outside agencies, focus groups, or executive voices. The host in Jim Obermayer.