Voice of the Customer

“Listening to your customers is the only way to systematically deliver a better customer experience. Best-in-class VoC users enjoy an almost 10-times-greater year-on-year increase in annual company revenue compared to all others.” 

CMO.com (March, 2016)

What it is

Voice of the Customer refers to the way an organisation collects, analyses, distributes and actions feedback from customers. It focuses on their experiences and expectations of your products and services. Many Voice of the Customer programmes also measure a customer’s level of satisfaction with your organisation and/or likelihood to recommend it to others.

Why it’s important

If you don’t understand your customers, you can’t plan and design a great experience for them. A Voice of the Customer programme brings the customer’s voice into your organisation, helping you to work out what matters most to the people who use your product or service. 

But Voice of the Customer is not just about reviewing feedback. It’s about using the insight to make the right decisions and take appropriate action.

How we can help

We can work with you to get the most out of your Voice of the Customer programme, looking at ways to maximise the insight and data to achieve results. If you don’t have a VoC programme, we can help you to choose the right product for your organisation.  

We’ll use the customer insight to help us to shape your customer experience strategy and to build bespoke training programmes for your employees.

Top tip

If you want your employees to “think customer”, be open and transparent with your customer insight. Sharing feedback with your employees is a really effective way of building customer empathy and engaging your employees to deliver a great customer experience. Go one step further and establish a Voice of the Employee programme too, and use this feedback to improve the employee experience.