Voice of the Customer: How to Amass Feedback & Enact Change

By: Ivan Moore | May 8, 2018 | Industry Trends, News, Resources

Voice of the Customer (“VoC”) is defined as a set of activities or processes which capture customers’ expectations, preferences, and aversions.  Today’s best-in-class service firms are able to stay in tune with the customer and potential customer needs by not only developing a well-oiled VoC program but also implementing actionable outcomes.

Although many service firms use multiple channels to capture customer feedback continually for their VoC program, success in building customer trust and loyalty requires more than just that. Firms must also build the foundation to efficiently manage data, analyze it, and empower relevant employees with it to help them to better do their jobs.[1]

Capturing Data…and Beyond

Solid VoC programs do start with capturing data and measuring KPIs that give insight into how well a company is performing from a customer experience (“CX”) standpoint.  Aberdeen recently conducted a Customer CX survey that revealed top-performing businesses have some things in common when it comes to VoC programs.  These companies have happy customers and enjoy greater financial success because they continuously respond quickly to customer requests and delight buyers.[2]

What do they do well? These companies continually improve (decrease) response time to customer requests and improve customer satisfaction rates.  In turn, customers tend to increase their spend with these firms, which grows annual revenue.

So how do you begin VoC data capture?There are some important items to pin down prior to diving into a VoC program in order to set your sights on obtaining actionable data.  Start with determining how you will collect data – which should be done via multiple touch points for optimum success.  Consider online, phone, and in-store channels and vehicles.  Also, ask yourself:

  • What are the goals of the program?
  • Who will oversee it?
  • How will actionable insights be gleaned?

After collecting data, begin analyzing it in “buckets,” looking for the shared thread in customer input.  This will enable your organization to observe common feedback and address any potential issues that might lead to losing clientele.[3]

One tip is to ensure your organization is capturing data from everywhere – pro-actively and passively.  Customer behavior tells so much about the level of satisfaction with an organization and can be observed in many ways.  Look at behavior like renewed services, repeat buying patterns, and comments made to employees or on social media. This unsolicited feedback helps firms glean insights into the hearts and minds of their customers.[4]

VoC in Action

Collecting VoC data is just the first step in making strategic business decisions to positively impact CX. Analyzing the data to better understand evolving customer needs and implementing change based on these findings is a key tactic. Additionally, arming employees with VoC feedback and empowering them to deliver elevated CX can make a direct impact on the health and growth of an organization.

Aberdeen found that best-in-class firms are 75% more likely to use VoC data as part of their strategic planning and execution activities.[5] These activities can positively impact customer service and buyer behavior, leading to greater profitability.


VoC programs are only as good as the data collected, via multiple channels, both actively and passively, and the changes implemented based on those findings.  Simply capturing customer feedback is not enough to enact change within an organization or move the needle from a financial standpoint.  Employees must be armed with relevant VoC feedback, understand data trends, and learn to provide elevated CX.  Make sure your organization builds a VoC program thatcaptures data,analyzes feedback,empowersemployees, anddelights customers to achieve best-in-class performance.

 Jolt Consulting Grouphelps service organizations increase revenues, improve operations and better connect with their customers. For more information on we have helped others in your industry, visit our case studies and client results or contact us today

[1]“Voice of the Customer: How to Property Listen & Act on Customer Needs.” Aberdeen, March 2018.
[2]“Voice of the Customer: How to Property Listen & Act on Customer Needs.” Aberdeen, March 2018.
[3]“Voice of the Customer: How to Property Listen & Act on Customer Needs.” Aberdeen, March 2018.
[4]“Voice of the Customer: How to Property Listen & Act on Customer Needs.” Aberdeen, March 2018.
[5]“Voice of the Customer: How to Property Listen & Act on Customer Needs.” Aberdeen, March 2018.