Voice of the Customer is the process by which your customer's preferences and experiences are collected and then shared inside your organisation.

Using voice of the customer (VOC) can help discover product defects, customer service issues and the experience and wants of the customer. Voice of the customer is the best way to find out how well you deliver your product or service to the end-user. It analyses the needs and experiences of your customers to determine things such as:

  • What's important to the customer
  • Customer satisfaction or dissatisfaction
  • Product or service quality
  • Promises expected by the customer
  • Ways to improve on product quality or services

Before you delve into a VOC, first define what it is you want to learn. If it's solely about the product or service, don't include questions that aren't relevant such as where it was bought, age of the survey taker or demographic questions, unless these questions are part of your identifier. Keep it simple by only asking things like:

  • Was the product (or service) as expected?
  • Did the product (or service) deliver as promised?
  • Were the features of the product (or service) as expected?

By listening to your customers and acting on their feedback, Voice of the Customer enables you to build better products and deliver better services than you otherwise would have been able to.

Traditionally, organisations would use customers "voting with their feet" to get feedback. Bringing the customers' voice into your organisation, and understand what their experience was like, both in quantitative and qualitative terms, gives substantially a lot of information.

The other reason it's so valuable is that there is no other way to truly understand the journey that your customers undertake. They will each interact through different touch points, with different members of staff, and have different experiences. Rather than focus from just one of these angles, VoC takes a unified view — cutting across the entire customer journey, regardless of which channel a customer takes or which product or service they buy.

The only way you can get that? By listening to the voice of the customer.

How does Voice of the Customer work?

The voice of the customer can be heard through a variety of different mechanisms: interviews, focus groups, surveys are but some of the examples.

To do this, you can use both solicited feedback — email, web intercept, SMS — and unsolicited feedback — social in particular — to listen to the voice of the customer. This enables you to build up a complete picture of the experience you’re delivering to every customer that you have. Once you have this complete picture, you can take this information and feed it back into your organisation.