Getting Started with Voice of the Customer (VoC)

Atishay Goyal
3 min readMar 9, 2023

Voice of the Customer (VoC) is a critical component of any successful business strategy. By collecting and analyzing customer feedback, businesses can gain valuable insights into their customers’ needs, preferences, and pain points. However, implementing a successful VoC program requires careful planning and execution. Here are some tips on how to get started with VoC:

Define your objectives

The first step in implementing a successful VoC program is to define your objectives. What do you hope to achieve by collecting customer feedback? Are you looking to improve customer satisfaction, reduce customer churn, or identify areas for improvement in your products or services? Clearly defining your objectives will help you determine the type of feedback you need to collect and how to analyze and use that feedback.

Choose the right feedback channels

There are several ways to collect customer feedback, such as surveys, interviews, feedback forms, social media listening, and more. Choosing the right feedback channels is essential to getting VoC right in your organization. Consider your target audience and the type of feedback you need to collect when choosing the feedback channels. Your feedback channel can be your sales team, chat support team, call recordings, customer emails, in-app surveys, direct meetings/calls with customers, online reviews that customers post, NPS, CSAT, etc, etc.

Analyze the feedback

Collecting customer feedback is only half the battle. Analyzing the feedback and extracting valuable insights is the key to getting VoC right in your organization. Use data visualization tools to help identify patterns, themes, and trends in the feedback. This analysis can help you understand your customers’ needs, preferences, and pain points and make data-driven decisions to improve the user experience.

Act on the feedback

Collecting and analyzing customer feedback is pointless if you don’t act on it. Use the insights gained from the VoC program to collaborate with stakeholders and make improvements to your products or services. Communicate the changes to your customers and let them know you have listened to their feedback.

Continuously improve

VoC is an ongoing process. Continuously collecting and analyzing customer feedback and making improvements based on that feedback is essential to getting VoC right in your organization. Regularly review your VoC program to ensure it is meeting your objectives and making a positive impact on your business.

Getting VoC right in your organization requires careful planning, execution, and continuous improvement. Define your objectives, choose the right feedback channels and tools, analyze the feedback, act on it, and continuously improve your VoC program. By doing so, you can gain valuable insights into your customer’s needs and preferences and improve the user experience, leading to increased customer satisfaction and loyalty.

About the author

Atishay is a seasoned product designer known for his strategic approach to design and implementation. His work focuses on aligning user needs with business objectives to create impactful digital solutions.

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