Voice of the Customer

Voice of the Customer (VoC) programs enable you to build better products and
deliver better services, driving business growth.

What is Voice of the Customer?

Voice of the Customer is about listening to the customer in different touchpoints across the customer journey.

A Voice of the Customer program is about collecting, analyzing, sharing and acting on the data that matters the most in driving growth for your business. VoC data can be divided by the type of customer feedback; direct, indirect and inferred. After capturing data, VoC program disseminates relevant information to the right person, at the right time, in the right channel, enabling better decision making, product development and customer loyalty.

Define touchpoints

Voice of the Customer touchpoints

Capture feedback

A Voice of the Customer program has four stages:

  1. Capture feedback data across several touchpoints – discrete link to surveypal frontpage
  2. Analyze the data to get the big picture
  3. Act on insights delivered by data analysis
  4. Monitor the entire process and make changes whenever necessary
A Voice of the Customer program has four stages

Why is Voice of the Customer important?

Effective Voice of the Customer programs allow you to connect and engage with customers at key points in the customer journey. Companies with successful VoC programs have better overall business performance.

Voice of the Customer programs improve customer satisfaction, retention and loyalty

Voice of the Customer programs enable you to:

  • Get a detailed understanding of the customer’s needs and expectations and improve your products and services
  • Improve customer satisfaction, retention and loyalty
  • Gather insight on new product ideas and features
  • Cut through the noise and drive ROI by identifying what really matters to your business

How to capture VoC feedback

Successful Voice of the Customer programs are designed based on company needs, available resources and desired outcomes. To get insights from Voice of the Customer initiatives you need to be tracking the metrics that make sense for your business. You can use one or more of these three common methods based on your company's needs:

Measure Voice of the Customer Direct feedback with Surveypal

Direct feedback

Surveys, complaints, market research or panels.

Voice of the Customer indirect feedback

Indirect feedback

Social listening, review sites and text analytics applied to customer care interactions.

Voice of the Customer inferred feedback

Inferred feedback

Website clickstream data, purchase history or contact center data.

Want to learn how to build a Voice of the Customer program in 5 steps?

With our step-by-step guide, you'll learn how to track and measure the Voice of the Customer and integrate it into a continuous cycle of feedback.

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Learn more about the Voice of the Customer

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