skip to Main Content

What is the Voice of the Customer?

The Voice of the Customer (VoC) is a vital customer experience tool. We use it to map customer journeys, understand customer needs and improve products, services and customer touchpoints.

Businesses use the Voice of the Customer in one-off projects and continuous improvement, we can summarise the steps:

  1. Gather data – identify the richest sources of data for your business. They include surveys, review sites, social media, website analytics, customer services (people and tools), emails and SMS. Pull the feedback into one place with the metadata you need (e.g., customer name).
  2. Analyse data – find patterns and trends using numerical scores and qualitative feedback (words). Where possible, combine with customer and business data to understand how the feedback reflects customer behaviour and business performance.
  3. Present and use data – share the data to gain agreement for action. Decide what to do either embedding good practices or improving low spots in customer experience. Then do it!
  4. Confirm and celebrate success – continue listening to customers to confirm your action has changed perceptions, look to business and performance measures to understand benefits. Thank your team and celebrate success or learn lessons.

The Voice of the Customer can resolve individual customer issues, called the inner loop and prevent re-occurrence of issues by improving performance, called the outer loop.

Voice of the Customer tools help businesses gather, analyse and present data, taking the administrative strain from you and removing bias. Some platforms also help choose the best actions and show the impact your changes have on customers

Why listen to the Voice of the Customer?

Whether you want to increase focus on customers or are already customer-centric, listening to customers is the only way to know what they think and need. By responding to feedback, you can rapidly improve customer experience.

You’ll know you have done an outstanding job when customer experience measures like NPS, Customer Satisfaction (CSAT) and Customer Effort Score (CES) improve. But the benefits go beyond these numbers and quickly show up in Customer Churn, Cost of Sales, Customer Lifetime Value and Cost of Operation.

After that, board papers and accounts show greater revenues and profit.

Voice of the Customer chain of benefits

A few additional resources

I have created a series of videos to explain Voice of the Customer. You will find them on my YouTube channel, or watch the series here.

If you prefer to read, take a look at these checklists and guides – no sign up necessary.

Continue your journey into the Voice of the Customer

What are Voice of the Customer tools?

Want to know more about VoC tools and how they can be used most effectively? Click the button below to read more.

VoC tools you should consider

Click below to see a summary of the tools I have reviewed and see which one suits your business.

Schedule your free consultation and learn how you can keep up with rising customer expectations.

After our confidential, 30-minute consultation, you will…

  • See a path to using customer feedback to drive product, service and operational improvements
  • Feel confident you and your team can continuously improve
  • Be keen to get ahead of your competitors by using customer ideas to innovate
Back To Top