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What is Voice of Customer (VoC)?

Posted: Jan 11, 2024

Read time: 5 minutes

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#Voice of Customer

What is a Voice of Customer (VoC) program?

A Voice of Customer (VoC) program is a strategic initiative that helps companies capture customer feedback and insights. This systematic program leverages various tools, such as surveys, to gather data directly from customers about their experience with a product or service. It provides valuable insights that companies can use to improve their overall Customer Experience.
Over time, these improvements can help strengthen the company's brand and foster a better relationship with its customers.
By implementing a VoC program, an organization can ensure that the voice of its customers is heard, thereby helping the business to continually improve and adapt to its customers' needs.

Integrating Voice of Customer (VoC) tools designed to capture and analyze customer feedback, directly in your customer journey maps is key. But what leading technologies are ones to consider?

Qualtrics offers robust survey design and analytics, while SurveyMonkey provides user-friendly interfaces for quick feedback collection. Miro’s VoC template facilitates visual collaboration, making it easier to understand and act on customer insights. Sandsiv stands out with its AI-driven product, and Microsoft Dynamics 365 Customer Voice integrates seamlessly with other Microsoft services for a unified customer view.

Align your choice of VoC applications with how you communicate with your customers, other technologies you use and the resources you have available.

Where and when should Voice of Customer feedback be collected?

In the quest to understand the Voice of Customer (VoC), businesses should strategically collect feedback across various platforms.

Collecting VoC feedback at every touchpoint, and promptly after interactions, ensures fresh, relevant insights, driving business growth and customer satisfaction.

Real-time methods such as live interviews via calls, video, or live chat provide immediate insights into customer experiences.

Structured customer surveys such as CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) offer quantifiable measures of customer satisfaction and loyalty.

SMS chats offer a convenient avenue for customers to voice their opinions.

Capturing VoC snippets in your CRM system during customer interactions across sales, service, marketing and billing all surface immediate feedback on experience.

Social media platforms serve as a rich source of unsolicited VoC data, reflecting genuine customer sentiments.

Customer reviews on your website or third-party platforms provide valuable VoC insights.

For further information on integrating VoC into your Journey Management, take a look at our Data-Driven Journeys features on the Cemantica platform, read a more detailed blog into how to integrate VoC data into your journey maps and download our Connectors brochure for more about which out-of-the-box integrations are available.