- Voice of Customer
- Your system for collecting, analysing, and acting on customer feedback. Without action, it is just data.
What is Voice of Customer?
VoC is a structured approach to understanding and acting on what customers tell you, directly and indirectly.
Three categories of VoC data:
- Direct feedback: Surveys (NPS, CSAT), interviews, focus groups
- Indirect feedback: Support tickets, online reviews, social media
- Behavioural data: Analytics, usage data, churn behaviour
Why VoC Matters
VoC closes the gap between what the company thinks customers experience and what they actually experience. Indeed, that gap is almost always larger than leadership assumes. Without systematic VoC, you base decisions on assumptions. In contrast, with it, you base them on customer insight.
Frequently Asked Questions
Four elements: collection (surveys, interviews, support data), analysis (quantitative and qualitative), action (who does what, when), and governance. Most organisations are strong at collection and weak at action. Start there.
CX, marketing, or customer success. The most important thing is a clear owner with the mandate to drive cross-organisational changes and active executive sponsorship. Otherwise, without an executive sponsor, VoC programmes die within 12 months.
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