Voice of the Customer - What does it mean?

Voice of the Customer (VoC) is a market research term that refers to the collection and analysis of customer feedback. This feedback can be used to improve customer satisfaction, loyalty, and retention.

What Is VoC?

The term “voice of the customer” (VoC) is used in many different ways, but at its core, VoC is a process for capturing customer feedback and using it to improve the customer experience. 

voice of the customer


With the right VoC program in place, businesses can collect feedback at every stage of the customer journey, from awareness and consideration all the way to post-purchase.

What are the Benefits of VoC?

There are many benefits of collecting and analyzing customer feedback. Perhaps the most obvious benefit is that it can help you improve customer satisfaction. However, VoC can also be used to improve customer loyalty and retention, increase sales, and even reduce overall business costs.

Some other benefits of VoC include improving customer service quality, product development, and bettering your marketing strategies. Additionally, it can help reduce customer churn and increase brand loyalty.

If you’re not already using VoC to improve your business, there’s no time like the present to get started.

How Can VoC Be Used?

Voice of the customer programs can be used in a number of different ways. Here are just a few examples:

  • To understand what customers want and need

  • To identify areas where the customer experience can be improved

  • To develop new features, products, and services

  • To create more effective marketing initiatives

  • To improve customer retention

  • To provide insights into what motivates your customers to purchase

  • To help you develop more customer-focused product features and marketing messages

  • To improve the overall quality of your products and services

What Types of Feedback Can Be Collected?

The sky is the limit!  But here are some common types of customer feedback that businesses collect:

  • Product feedback: what customers think of your products, including features they like or don’t like, and suggestions for improvement.

  • Service feedback: what customers think of your company’s service, including the quality of support they receive.

  • Experience feedback: what customers think of their overall experience with your company, from awareness and consideration all the way to the post-purchase experience.

How Do You Capture the Voice of The Customer?

There are many different ways to capture customer feedback. Here are just a few examples:

  • Interviews: you can conduct one-on-one or group interviews with customers either in person or over the phone

  • Surveys: you can use surveys to collect feedback via email, your website, or social media

  • Focus groups: you can gather a group of customers together to discuss their experiences with your product or service

  • Customer observation: you can observe customers using your product or service in order to get insights into their experience

  • Customer advisory boards: groups of high-level customers that meet up regularly under your supervision

VoC Best Practices

#1 Make sure you have buy-in from the top

If you want your VoC program to be successful, it’s important to get buy-in from the top level of the company. That means getting support from upper management for your VoC initiative. 

Clearly articulate the benefits of VoC and how it can help the company improve the bottom line. Make sure to provide specific examples of how VoC has helped other companies achieve their goals.

Once you have management on board, make sure to keep them updated on your progress. Share successes and challenges with them on a regular basis.

#2 Do your homework

Before you launch your VoC program, it’s important to understand your customers and their needs. You should also have a clear idea of what you want to achieve with your VoC program, so set clear KPIs to work towards.

Once you have a good understanding of your customers and your goals, you can start to develop a plan for your VoC program. This plan should include how you collect customer feedback, what type of feedback you want to collect, and how you will use this feedback to improve your business.

#3 Ensure you have the right tools and resources in place

Collecting customer feedback is only half the battle. You also need to make sure you have the right tools and resources in place to act on this feedback. Otherwise, all your hard work will be for nothing.

When it comes to VoC, there are a number of different tools and resources you can use. But some of the most popular options include customer surveys, focus groups, interviews, and customer observation.

FeedBear is a great tool if you want an easy way to collect all your customer feedback in one place. Our feedback boards allow you to capture feedback, interact with your customers through comments, and turn feature requests into an actionable roadmap.

#4 Have a plan for acting on customer feedback

Once you’ve collected customer feedback, it’s important to have a plan for how you will act on this feedback. This plan should include who will be responsible for each task, when tasks need to be completed, and how you will measure success.

It’s also important to set realistic expectations for what you can achieve with your VoC program. Keep in mind that change takes time, so don’t expect to see overnight results.

Voice of The Customer Methodology

The Voice of the Customer (VoC) methodology is a customer-centric approach that helps businesses to understand the needs and wants of their target market. The VoC methodology can be used to develop new products, improve existing products, and create better customer experiences.

The VoC methodology starts with research, which is used to identify customer needs and wants. Once these needs and wants are understood, businesses can start to develop solutions that address them.

The VoC methodology is an iterative process, which means that it goes through a series of steps until the desired goal is achieved. The steps in the VoC methodology are as follows:

  • Research: businesses conduct research to understand customer needs and wants

  • Development: businesses develop solutions that address customer needs and wants

  • Testing: businesses test their solutions to ensure they are effective

  • Implementation: businesses implement their solutions and make any necessary changes

  • Evaluation: businesses evaluate the success of their VoC program and make adjustments as needed

The Voice of the Customer methodology is a powerful tool that can help businesses to improve their products and create better customer experiences. However, it’s important to note that the VoC methodology is not a one-size-fits-all solution. Every business is different, so the VoC methodology should be tailored to meet the specific needs of each business.

What Is a Voice of The Customer Platform?

A Voice of the Customer (VoC) platform is a software application that helps businesses to collect and analyze customer feedback. VoC platforms are typically used to improve customer satisfaction, loyalty, and retention.

VoC platforms typically offer a number of features, such as surveys, reporting, and analytics, depending on the specific use case. They may also offer other features such as customer segmentation, customer journey mapping, and NPS scoring.

VoC platforms can be used to collect a variety of different types of feedback, including satisfaction ratings, Net Promoter Scores (NPS), CSAT (customer satisfaction) scores, CES (customer effort) scores and more.

Tools for VoC - FeedBear

FeedBear is a VoC platform that offers all of the features you need to collect and analyze customer feedback. 

Start with a feedback board and pool all your feedback from different platforms into one place. You can then let customers vote on the feedback others provide so you can prioritize and determine what you need to build. Once you know what features and bug requests are important, take them to your product roadmap with one click.

feedback board

FeedBear is a powerful tool that can help businesses to improve their platform that offers all of the features you need to collect and analyze customer feedback.

With FeedBear, you can collect quantitative and qualitative feedback and give your customers a platform to voice their opinion and interact directly with your company and product.

Wrapping up

Voice of the Customer is a valuable tool for understanding customer feedback and using it to improve customer satisfaction and loyalty. By collecting and analyzing customer feedback, businesses can make changes that will benefit their customers and improve their bottom line. 

FeedBear is a VoC platform that offers all of the features you need to collect and analyze customer feedback. With FeedBear, you can easily collect customer feedback and turn those insights into a product roadmap your customers will love engaging with. Sign up today to get started!

The Easy Solution for Customer Feedback

FeedBear makes it easy to collect ideas and feature requests, keep customers engaged by sharing a roadmap and announcing new features.

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