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IBM has its 'Sponsor User Program' and I've heard terms like 'Voice of the Customer' used before, but is there a standard term for this type of initiative?
I'm not asking how such a program works. I just need to know about terminology so I can do my own research.
I don't think there is a specific term for a company initiative of this sort.
In a general sense, I'd personally include this under the banner of User Research.
In terms of searching for examples of initiatives, you might want to think about terms such as:
Most of the efforts in this area typically focus on measuring or improving a particular metric (such as satisfaction). So perhaps search for things like "Examples of improving customer/user satisfaction" - If they display an improvement, the same article may well list the methodology they used.
I think the last company I worked in did this really well. added to their voice of customer (VOC), they also had 2 customer engagement programs where customers who signed up were sent
A monthly survey, this survey is used to gather desirability and perceived usefulness of features and improvements that the product team is considering building
Getting feedback on the specific features, app, website, and overall experience
Inviting them to participate in upcoming usability testing sessions.
for 3. another company i worked with called it 'customer day'
