GBUs have to conduct Customers interviews, where, among other key questions, will gather the Customer feedback. 

After Interviews results analysis, GBUs have to develop an Action Plan to improve the overall results. We might say this process has two main steps:

• Management of the Customer Interviews

1. Internal Action Plan Definition.

Since the Interviews can also collect more key information then the NPS, according to each GBU needs and scores to be identified, the Interviews management can be delegated to a Third Party Company, or GBUs can manage them Internally.

• Surveys are elaborated & built (Outside of salesforce.com solution (External Providers, Qualtrics)) 
• Interview results are collected and stored
  
  

Use cases 

Interview results (VOC records) are collected outside of the CRM solution, then they are integrated or uploaded in SalesForce.com as "VOC" records.

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