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The Ultimate Guide to Voice of the Customer

author Ranee profile imageRanee Zhang
Feb 21, 20233 mins
What is the Voice of the Customer?

Voice of the Customer (VoC) is a crucial aspect of any business, as it allows companies to understand and meet the needs and expectations of their customers. By gathering and analyzing feedback from customers, businesses can identify areas for improvement, develop more effective products and services, and ultimately drive customer satisfaction and loyalty.

That’s why it’s important to look at different tools that can be used to gather customer feedback, including surveys, focus groups, and customer interviews. You should also learn ways to improve your VoC program, such as setting clear goals, involving all relevant stakeholders, and regularly collecting and analyzing customer feedback.

Finally, you should explore the different methods for analyzing the outcomes of VoC programs, such as identifying patterns and trends, and determining the ROI of the program.

In order to implement a good VoC program, it can be helpful to get templates of VoC tools you can use for your own initiatives. That’s why this article also includes some great templates from industry leaders, including Airgram’s own resources.

What is the Voice of the Customer?

The Voice of the Customer (VoC) is a research method that is used to collect and analyze customer feedback about a business, product, or service. It helps businesses understand how their customers feel about their offerings, identify areas for improvement, and create a stronger customer experience.

By collecting and analyzing VoC data, businesses can gain insights into their customers' needs and preferences, customize their products and services to better meet those needs, and increase customer retention.

A VoC program can include a variety of techniques for collecting customer feedback, such as customer interviews, surveys, focus groups, and social media outreach. This feedback can be collected at various touchpoints in the customer journey, including pre-purchase, during the purchase process, and post-purchase.

VoC data can be analyzed in a number of ways, including through manual review, software tools, or a combination of both. The insights gained from VoC can be used to inform a variety of business decisions, including product development, marketing strategies, customer service improvements, and more.

Overall, implementing a VoC program can help businesses create a closer bond with their customers, improve internal collaboration, and increase sales. It is an important aspect of customer-centric business practices and can help businesses differentiate themselves from their competitors.

How Does Voice of the Customer Impact Your Customers?

Implementing a Voice of the Customer (VoC) method can help businesses improve the customer experience in a number of ways. First, it allows businesses to gain a deeper understanding of their customers' needs and preferences. By collecting and analyzing customer feedback, businesses can identify areas where the customer experience could be improved and take steps to address those areas.

For example, if customers are consistently mentioning that they are dissatisfied with a particular aspect of the product or service, a VoC method can help a business identify that issue and work to address it. This can result in a more positive customer experience and increased customer satisfaction.

In addition, a VoC method can help businesses identify opportunities to customize their products and services to better meet the needs of their customers. By collecting and analyzing customer feedback, businesses can learn more about what their customers value and tailor their offerings to better meet those needs.

This can result in a more personalized customer experience and can help businesses stand out from their competitors.

Overall, implementing a VoC method can help businesses create a closer bond with their customers, improve internal collaboration, and increase customer retention and loyalty. By taking a customer-centric approach and using VoC data to inform business decisions, businesses can improve the customer experience and create a more positive and satisfying customer journey.

Voice of the Customer Methodology

Voice of the Customer (VoC) methodology is a way for businesses to find out what their customers really think about them and their products or services. It's a way for businesses to get into the mind of their customers and figure out what they like, don't like, and want more of.

This information can help businesses make smart decisions that will make customers happier, and help the business grow.

There are a few ways businesses can go about gathering this information. They can conduct surveys, where they ask customers a bunch of questions about their experiences. They can also interview customers, either in person or over the phone, to get more in-depth feedback. 

They can even gather customers together in a group and ask them to talk openly about their experiences, this is called focus group. And of course, businesses can also pay attention to what customers are saying on social media.

Once they have this feedback, they can look for patterns and common themes to get a better understanding of what's working and what's not. This can help them identify what they need to do to improve the customer experience, like fixing a frustrating process or adding new features. 

By making customers happier, the business can ultimately improve sales and revenue, and foster customer loyalty.

How to Improve Voice of the Customer Programs

If you’re looking to improve your VoC program, there’s good news: you have a lot of resources at your disposal. Here are 15 great ways to get your program back on track:

  1. Connect feedback across data channels: Many organizations rely on one or two channels to measure and optimize their interactions with customers, which limits the accuracy and depth of customer insights. Instead, using an omni-channel feedback tool allows you to collect customer feedback everywhere they are, creating a more seamless customer experience.

  2. Collaboration across departments with action planning: To create an effective VoC program, multiple departments must be involved in collecting, analyzing, and acting on the insights. It should be easy to collaborate across departments using action planning tools to tag owners, set deadlines, and supply step-by-step guidance. A great time to do that is in a quarterly planning meeting, which you can keep on track with a good meeting template.

  3. Incorporate the voice of the employee: Connecting the employee and customer experiences gives any organization a complete picture of what is really going on and why. Understanding this connection will help your organization understand the impact of employee engagement on the bottom line.

  4. Use dashboards and reports to surface insights to the right people: A true VoC platform should allow you to make sense of what's going on in your business by configuring dashboards for every role and providing relevant insights for the right people to see.

  5. Deliver clear ROI and business results: Any successful customer experience program needs to deliver returns back to the business. It's essential to go in with an ROI mindset and focus on what improvements will deliver back to the business.

  6. Analyze customer complaints and feedback regularly: Regularly analyzing customer complaints and feedback is crucial to identifying patterns in customer dissatisfaction and determining areas for improvement. A great place to start is in your customer success team meetings. A great way to make sure you cover this is with a VoC-optimized team meeting template like Airgram.

  7. Prioritize customer feedback: Prioritize feedback that is most valuable to your business and focus on the most important areas. This will enable you to take action on the most impactful areas first.

  8. Encourage employee feedback: Employees have unique insights and observations that can provide valuable information to improve your customer experience. Encourage employee feedback and create a culture that supports open communication and feedback.

  9. Identify key performance indicators (KPIs) and track them: Identify key performance indicators (KPIs) that align with your business objectives and track them to measure the success of your VoC program.

  10. Gather customer feedback across all touchpoints: Gather feedback from customers at every touchpoint of their journey with your business, from their initial engagement with your brand to post-sales support. This will give you a more holistic view of the customer experience.

  11. Use survey best practices: Use survey best practices when gathering feedback, such as using open-ended questions, asking for specific examples, and keeping surveys short and focused.

  12. Act on customer feedback: Once you've gathered feedback, take action to address customer concerns and make improvements to the customer experience. Show customers that you value their feedback and are taking it into consideration.

  13. Communicate changes to customers: Communicate any changes or improvements you make in response to customer feedback to let customers know you're listening and taking action.

  14. Create a customer feedback loop: Create a feedback loop that enables customers to provide feedback at any time, and use this feedback to continuously improve the customer experience.

  15. Train employees on how to handle customer feedback: Train your employees on how to handle customer feedback, including how to respond to complaints, how to ask for feedback, and how to use feedback to improve the customer experience.

Voice of the Customer Interview Questions

Interviewing customers as a part of a Voice of the Customer (VoC) program is an essential step in understanding the needs and preferences of your target market. It helps businesses to identify areas for improvement, develop effective strategies, and create a more satisfying customer experience. Here are ten great questions to ask your customers as a part of a VoC program.

1. How did you first hear about our company/product?

This question can provide valuable insights into the most effective channels for reaching your target audience. It also helps you to understand which marketing efforts are working and which are not.

2. How satisfied are you with our products/services?

This question helps to measure customer satisfaction, which is a key indicator of business success. It provides you with a clear understanding of the areas of your business that are working well and the areas that need improvement.


3. What specific features do you like about our products/services?

This question gives you a clear understanding of what your customers value most about your business, which can help you to focus your efforts on the features that matter most to them.

4. What specific features do you dislike about our products/services?

This question helps you to identify areas of your business that need improvement. It can also help you to understand what your competitors are doing better.

5. How likely are you to recommend our products/services to others?

This question is used to measure customer loyalty and brand advocacy. It provides you with a clear understanding of how satisfied your customers are with your business and how likely they are to promote it to others.

6. Have you had any issues with our products/services?

This question allows you to identify any problems your customers may be experiencing. It can also help you to understand how effective your customer service team is at addressing these issues.

7. How easy is it to do business with our company?

This question helps you to understand the level of convenience your customers experience when doing business with you. It can also help you to identify areas where your business can be made more convenient for your customers.

8. What suggestions do you have for improving our products/services?

This question allows you to gather feedback directly from your customers. It can also help you to identify new opportunities for your business.

9. How does our company compare to our competitors?

This question helps you to understand how your business stacks up against the competition. It also helps you to identify any areas where your competitors are outperforming you.

10. Would you be willing to participate in a follow-up survey?

This question helps you to gather repeat feedback from your customers, which is essential for measuring progress over time. It also helps to ensure you have enough data for any research, you are conducting and improve the quality of data.

In conclusion, conducting a VoC program is an essential step in understanding your customers' needs and preferences. By asking the right questions, you can gather valuable insights that will help you to improve your products and services, increase customer satisfaction, and create a more satisfying customer experience.

How to Analyze Voice of the Customer Outcomes

A Voice of the Customer (VoC) program is a powerful tool for understanding the needs and wants of your customers. By gathering feedback from customers through surveys, interviews, and other methods, businesses can identify areas for improvement and track the success of customer experience initiatives. 

However, simply gathering customer feedback is not enough – it's also essential to analyze that feedback to understand what it is telling you about your customers and your business. Here are 10 ways you can analyze the success of your VoC program:
1. Measure response rate: The first step in analyzing your VoC program is to measure the success of your program on the number or percentage of responses. If you sent out 200 surveys and only received 30 responses, it may be worth rethinking your methodology.

2. Identify trends and common themes: Look for patterns in the feedback you receive. Are most customers happy with the responsiveness of your service team? Do most of your customers wish you offered a live chat service? Identifying these trends can help you prioritize initiatives.

3. Look at customer demographics: Analyze feedback by customer demographics such as age, gender, and location. This can help you understand which segments of your customer base are more satisfied or dissatisfied with your business.

4. Compare feedback over time: Review feedback regularly to track changes in customer sentiment. If you see improvements in customer satisfaction over time, that's a good sign that your VoC program is working.

5. Compare feedback by channel: Compare feedback by the channel through which it was received. For example, you might receive more negative feedback on social media than through email surveys. Understanding the channel-specific feedback can help you tailor your customer service accordingly.

6. Use sentiment analysis: Use text analysis tools to automatically identify the sentiment in customer feedback, such as whether it is positive, negative or neutral. This can help you quickly identify areas where customers are most dissatisfied.

7. Look at Net Promoter Score: One of the most common metrics in VoC programs is the Net Promoter Score (NPS). This measures customer loyalty and can help you understand how likely customers are to recommend your business to others.

8. Measure customer satisfaction: Another common metric is customer satisfaction, which measures how happy customers are with your business. You can use a scale or a rating system to measure satisfaction.

9. Measure customer effort score: A customer effort score measures how easy or hard it is for customers to accomplish their goals with your business. This can help you identify pain points in your customer experience.

10. Conduct customer interviews: Finally, don't underestimate the value of qualitative feedback from customer interviews. These can provide detailed information about how customers feel about your business, as well as personal anecdotes that can help you understand the customer experience.

Tools for Voice of the Customer Initiatives

Of course, a good voice of the customer program needs to be equipped with the right tools. VoC tools are essential to capturing feedback from customers, analyzing that feedback and using it to improve the customer experience.

Without these tools, it can be difficult to collect and organize feedback, let alone turn that feedback into actionable insights. The following is a list of 10 Voice of the Customer tools that can help you improve your VoC program.

  1. Qualaroo: Qualaroo is a feedback management and survey tool that allows you to create different types of surveys to listen to your customers' opinions and experiences. One of its best features is the survey Nudge™, which lets you add pop-up surveys to your website, prototypes, and mobile apps. It offers customizable templates for surveys such as CSAT, CES, NPS, exit-intent, SUS, and more. It is suitable for medium to large businesses and starts at $80 per month, billed annually.

  2. MonkeyLearn: MonkeyLearn is a text analysis tool that allows you to analyze customer feedback using natural language processing (NLP) and machine learning (ML) algorithms. It helps you to identify themes, sentiment, and opinions in customer feedback, and it can also be integrated with other tools like Salesforce, Zendesk, and more. It is suitable for small to large businesses and starts at $99 per month.

  3. Medallia: Medallia is a powerful Voice of the Customer (VoC) tool that offers a comprehensive solution for collecting, analyzing, and acting on customer feedback. It is designed for large companies and enterprises and provides businesses with an in-depth view of the customer experience.

  4. Medallia's VoC software has multiple layers for employees and customers, allowing them to receive an in-depth review of a customer’s sales experience and their journey into purchasing a product or service. Additionally, Medallia allows businesses to group customers based on behaviors and contributing factors, such as coupon usage or social media clicks, to analyze the customer’s experience.

  5. ResponseTek: ResponseTek is a powerful VoC tool that enables companies to collect and analyze customer feedback in real time. It offers businesses a flexible and intuitive platform to track customer sentiment, identify issues, and make improvements quickly.

ResponseTek's powerful analytics engine provides a holistic view of the customer experience, from survey data to customer interactions, enabling businesses to understand customer sentiment, identify trends, and improve customer satisfaction.

Additionally, it offers several features such as automated alert notifications, multi-language support, and an intuitive reporting dashboard, among others.

6. Qualtrics: Qualtrics is a VoC tool that enables businesses to collect customer feedback across multiple channels. The tool offers businesses a range of survey templates to choose from and allows them to tailor them to their specific needs.

Qualtrics also offers advanced analytics capabilities that enable businesses to analyze customer feedback and identify trends. The tool's analytics engine can provide insights into customer sentiment, identify customer pain points, and track customer satisfaction over time. Additionally, it supports real-time notifications, social listening, and customer feedback management.

7. InMoment: InMoment is a cloud-native VoC tool that provides businesses with in-depth customer feedback analysis, market research, and employee research and management. The tool's customer journey maps help businesses improve their experience and decrease churn rates.

Additionally, it also has action planning tools and facilitates case management, which helps in effectively collecting individual and collective feedback. InMoment also offers text analysis capabilities to gauge customer sentiment, and a sought-after all-in-one reporting platform that allows businesses to create detailed reports and track customer satisfaction over time.

8. Confirmit: Confirmit is a VoC tool that offers an end-to-end feedback solution that helps businesses capture the voice of their customers. The tool helps businesses deploy questionnaires and surveys without coding and offers analytics capabilities to analyze customer feedback.

Additionally, it also offers market research solutions, multi-channel employee experience management, and more. It supports mobile-first and on-site surveys, multi-channel customer feedback distribution and collection, and also facilitates poll and panel management.

Confirmit also offers integration with tools like Affectiva, Salesforce, Import.io, Brandwatch, and more.


9. NICE Satmetrix: NICE Satmetrix is one of the best VoC analytics applications that provide businesses with deep insights into high-risk interactions, so they can take corrective measures. The tool provides holistic solutions for managing omnichannel feedback and offers a unified customer experience. 

It also supports trend discovery, hyper-personalized and real-time surveys, and utilizes AI models to analyze feedback and provide proactive measures. Satmetrix provides custom dashboards, a call recording feature to capture voice insights, and also offers analytic charts and graphs.

Sample Voice of the Customer Templates

Getting in touch with the Voice of the Customer always involves using customer surveys and other opportunities for customers to comment. It’s easy to be overwhelmed if you haven’t run a VoC program before, but that’s where templates come in handy. Check out these great templates for some important resources that can help you get your VoC initiatives ready in no time.

1. Airgram

Airgram’s AI assistant is great for taking all the notes you need as a part of your VoC initiatives. It also offers a template for taking notes on your user research planning meetings, so you can easily and efficiently plan out your VoC strategy.

2. Invision

Invision offers a tool for turning customer comments into direction that you can act on. It helps organize and document feedback you get from clients and customers. Then, you can combine those insights into larger trends that can inform a broader strategy.

Voice of the Customer Invision3. Miro

You can get a similar template from Miro. Miro describes itself as a “digital whiteboard” where your team can share ideas with one another on a single platform. Its VoC template gives you a great framework for working through verbatim customer feedback and transforming it into advice you can use to transform customer experiences.

Voice of the Customer Miro4. QI Macros

Where other platforms provide templates you can use in their own platform, QI Macros has made a VoC template for Microsoft Excel. Because of Excel’s built-in features, this template is great if you’re interested quantifying different VoC variables and studying the data with a more quantitative approach.

5. Repustate

With Repustate, you can more easily parse customer data and turn it into something useable by your product team. That’s the approach Repustate to their template as well, keeping the format simple while maintaining a focus on taking action.

Voice of the Customer Repustate

How Voice of Customer Programs Lead to Growth

Voice of the Customer (VoC) programs are crucial for understanding the needs and expectations of your target audience. By gathering feedback from customers, businesses can gain valuable insights into how they can improve their products, services, and overall customer experience. This, in turn, can lead to growth in several ways.

First, by understanding the wants and needs of your customers, you can create products and services that align with those needs. This leads to increased satisfaction and loyalty among customers, resulting in repeat business and customer retention.

Second, by identifying areas for improvement, businesses can take action to address pain points, fix issues, and make changes that improve the customer experience. This can lead to an increase in positive reviews, word of mouth, and new customer acquisition.

Third, by gathering and analyzing feedback, businesses can identify trends, patterns, and opportunities in the market. This can inform strategic decisions such as product development, marketing campaigns, and overall business strategy, leading to increased revenue and growth.

Additionally, understanding customer sentiment can inform on the effectiveness of customer service and help to optimize it for customer satisfaction and retention.

Moreover, by leveraging the data, VoC can provide to inform retention and customer loyalty strategies, businesses can better retain their customers, decrease customer churn and generate repeat sales.

In conclusion, Voice of the Customer programs can provide valuable insights that can lead to growth in several ways. By understanding customer needs and feedback, businesses can create better products and services, address pain points, and make strategic decisions that lead to increased revenue and growth. 

By improving customer satisfaction and retention, VoC programs can also provide a solid base for sustainable growth.

Ranee Zhang

Ranee has worked in the SaaS industry for nearly ten years. She loves working with, learning from, and helping develop effective leaders and is willing to share her thoughts through words. Outside of work, you can find her dancing, hiking in the mountains, or reading in a cafe.

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