Creating a working Voice of Customer program is not a simple task. You think of just starting to ask a few questions and nudging a few people in the right direction, and it seems fairly easy in the beginning, but then things start to get complicated. How do you prove that the questions you are asking are actually reflecting the situation? Why should the company pay for a separate questionnaire, while there is a perfectly fine 20-page-long annual marketing survey? Technology costs how much? Can’t we just use a (enter any free software name here) for that?