Blog / Voice of the Customer

5 Best Practices for Voice of the Customer Programs

Last updated:
January 29 2024
voc, voice of the customer insights, customer experience, cx
Blog /Voice of the Customer / 5 Best Practices for Voice of the Customer Programs

Voice of the Customer (VoC) represents the feedback that captures actual customer experiences and expectations with a company’s brand, products, and services. It includes understanding customer needs, wishes, and preferences and using them to empower your business to enhance its products or services effectively.

This blog post will delve into the 5 essential best practices for VoC programs that will help you transform customer insights and customer data into actionable improvements that move metrics. We’ll explore how to continuously gather feedback without compromising the customer experience, cultivate a company-wide commitment to customer satisfaction, and effectively translate insights into tangible results.

Whether you’re a seasoned VoC pro or just starting out, this guide will provide valuable insights and practical strategies to help you unlock the full potential of your customer data. So, buckle up and get ready to learn how to truly listen to your customers, understand their needs, and take action that drives real business value.

Collect Feedback without ruining the customer experience – Limit Surveys

Customer feedback is the bedrock of a thriving VoC program, but the quest for insights can sometimes clash with customer experience. Nowhere is this conflict more evident than with surveys and feedback forms – tools that, when deployed poorly, can quickly morph from helpful instruments into annoying roadblocks. This is particularly true when customers are already frustrated and calling in due to a poor product or experience.

Fear not, for there are ways to navigate this delicate dance and gather valuable feedback without turning customers into feedback fugitives. Here’s how:

Timing is Everything: Don’t ambush a frustrated customer with a lengthy survey the moment their call ends. Consider the emotional context. Offer surveys for positive interactions or allow customers to opt-in during calmer moments.

Keep it Short and Sweet: Brevity is key. Nobody wants to navigate a long questionnaire after resolving an issue. Focus on a few critical questions that capture the essence of the experience. Short bursts of feedback are more likely to be completed.

Make it Relevant: Generic surveys feel impersonal and irrelevant. Tailor questions to the specific interaction the customer just had. This demonstrates that you value their time and are genuinely interested in their specific insights.

Offer Choice: Not everyone enjoys surveys. Provide alternative feedback mechanisms like quick emoji ratings or open-ended text boxes. This caters to varied preferences and increases participation.

Incentivize Wisely: Offering small rewards for completed surveys can nudge customers, but be cautious. Overtly transactional incentives can undermine the genuine nature of the feedback.

Minimize Intrusiveness: Pop-up surveys during calls can be disruptive and infuriating. Integrate feedback options seamlessly into the call flow, perhaps at the end with a clear opt-in prompt.

Even the best crafted survey forms are bound to impact customer experience, and it is vital for CX teams to limit the number and size of forms being sent to each customer. While this may lead to a limited dataset to work with, there are other ways of collecting customer feedback, which we will explore in the next section.

Listen to unsolicited customer feedback.

An essential ingredient for every VoC program is capturing as many voices as possible. While surveys and online reviews hold valuable insights, they are limited by the response rate and the inherent selection bias. However, a treasure trove of uncensored feedback lies within your customer service and sales conversations. These interactions offer a real-time and unbiased pulse on customer sentiment, needs, and pain points, painting a vivid picture of their genuine experiences. Yet, harnessing this power requires more than just passively listening – it demands active, intentional engagement.

Here’s why listening to customer service and sales conversations is fundamental to a thriving VoC program:

1. Raw Emotions, Real-Time Insights: Surveys often capture filtered opinions, but a customer facing a service dilemma or negotiating a sale lets their guard down. These unfiltered interactions reveal raw emotions, true motivations, and immediate frustrations – crucial insights often invisible elsewhere.

2. Deeper Understanding of the Customer Journey: Conversations provide a context for feedback. You learn where pain points emerge, which touchpoints create friction, and the emotional journey customers navigate throughout their interactions with your brand. This holistic understanding unlocks opportunities to optimize the entire customer experience.

3. Identifying Emerging Issues: Trends in customer complaints or unexpected feedback during sales calls can act as early warning signals. They reveal potential churn risks, product flaws, or unmet needs before they escalate into bigger problems, allowing you to address them proactively.

Use advanced tools to analyze this unstructured feedback at scale

The goldmine of customer insights often lies buried within the unstructured depths of conversations. While metrics like NPS score, customer effort score and customer satisfaction survey score offer valuable nuggets, a vast ocean of understanding remains untapped – the uncategorized, uncoded symphony of customer interactions. This is where generative AI emerges as a revolutionary tool, diving into this unstructured data to extract actionable pearls of wisdom.

Here’s how generative AI transforms customer conversations into actionable insights:

1. Automated Theme Mining: No more manual sifting through mountains of transcripts. AI models can automatically identify key topics and themes driving customer concerns, revealing patterns and trends you might otherwise miss. Think of it as an intelligent DJ analyzing a vast music library, instantly surfacing the recurring melodies that define the customer experience.

2. Actionable Concern Extraction: Forget generic summaries. AI pinpoints specific actionable customer concerns across products, service, and operations. Imagine a team of expert linguists listening to every conversation, meticulously highlighting areas for improvement in a way that directly informs your business decisions.

3. Proactive Trend Detection: Instead of reacting to problems after they surface, AI scans conversations for emerging trends and anomalies in concern drivers. It’s like an early warning system, constantly monitoring the customer sentiment radar for potential storms before they hit.

4. Negative Sentiment Drivers: AI dives deep into the emotional currents of customer interactions, pinpointing the specific factors that drive negative sentiment. This intelligence empowers you to identify areas for coaching and improvement, proactively addressing issues before they escalate.

5. Actionable Dashboards: Forget drowning in data. AI builds intuitive dashboards that present actionable insights clearly and concisely. Think of it as a personalized newsfeed curated just for your business, delivering the most relevant customer concerns and trends directly to your fingertips.

Generative AI transforms customer conversations from a cacophony of voices into a symphony of actionable insights. No longer a burden, these conversations become a powerful tool for continuous improvement, enabling you to anticipate customer needs, address concerns proactively, and ultimately build a customer-centric organization. Embrace the AI-powered listening revolution and unlock the hidden depths of customer understanding that lie within your conversations.

Create a culture of customer obsession

Cultivating this obsession requires more than lip service; it demands a systemic shift in how organizations access, understand, and act upon customer insights. This is where persona-specific voice of the customer dashboards come into play, serving as a powerful catalyst for building a truly customer-centric culture.

Democratizing Customer Understanding: Traditional data silos often leave different departments operating in separate universes, with limited visibility into the holistic customer experience. Voice of the Customer dashboards can break down these walls, making customer insights accessible and relevant to every team member across the organization.

Driving Data-Driven Decision Making: With customer insights readily available and visualized, data-driven decision making becomes the norm, not the exception. Marketing teams can use VoC data to personalize campaigns, product teams can prioritize features based on customer feedback, and service teams can proactively address areas of concern before they escalate.

Building Shared Accountability: Transparency is key to a customer-obsessed culture. Customer insights provide a shared lens through which every team member views the customer experience. This fosters a sense of collective responsibility, ensuring everyone understands their role in exceeding customer expectations.

In conclusion, Voice of the Customer Insights is more than just a data visualization tool – it is the cornerstone of building a customer-obsessed culture. By democratizing customer understanding, tailoring insights to specific needs, and fostering data-driven decision making, these dashboards empower every team member to champion the customer, ultimately leading to a more loyal, satisfied, and profitable customer base. Learn more about transforming your organization from customer-focused to truly customer-obsessed.

Act on customer feedback

Customer feedback is like a treasure trove, brimming with valuable insights waiting to be unearthed. But the true test lies not in uncovering these insights but in translating them into tangible actions that improve the customer experience. This is where Generative AI emerges as a game-changer, not just passively analyzing feedback but proactively generating actionable customer concerns across products, services, and operations.

Here’s how AI takes customer feedback to the next level of action:

1. Predictive Concern Identification: AI models crawl through all of your customer conversations, emails, and chats, identifying patterns and correlations to predict potential pain points and areas for improvement before they manifest as full-blown concerns. This pre-emptive approach allows you to address issues proactively, preventing escalations and ensuring a smoother customer journey.

2. Granular Actionable Insights: Forget generic summaries. With Generative AI, you can get specific, actionable concerns across products, services, and operations. Imagine having a team of expert analysts meticulously combing through every piece of feedback, pinpointing the precise areas where your customers face difficulties. This laser-focused intelligence empowers you to prioritize resources and target improvement efforts for maximum impact.

3. Real-Time Concern Monitoring: AI doesn’t simply analyze historical data; it acts as a real-time radar, constantly monitoring emerging concerns and trends. This allows you to react swiftly to new issues, prevent them from spreading, and adapt your offerings to meet evolving customer needs. Think of it as having a dedicated customer satisfaction control room, constantly monitoring the feedback channels and sounding the alarm at the first sign of trouble.

4. Automated Actionable Dashboards: Information overload is a real enemy. AI simplifies complexity by building intuitive dashboards that present actionable concerns in a clear, concise manner. These dashboards highlight problem areas and suggest solutions based on similar past situations and best practices. Imagine having a personalized roadmap for improvement delivered directly to your fingertips, ready to guide your actions.

AI’s ability to proactively generate actionable customer concerns is a game-changer in the world of VoC. It transforms passive listening into proactive problem-solving, empowering you to anticipate customer needs, address concerns before they arise, and build a customer-centric culture that thrives on continuous improvement. Embrace the power of AI-driven insights, and watch your customer obsession translate into lasting loyalty and success. Learn more about customer experience in the AI age with our new eBook!

Get a free demo today!

Your customers will thank you for it!


Keep reading

View all
View all


Request Demo
A grid with perspective
Open hand with plants behind
Woman standing on a finger
A gradient mist
subscribe to the newsletter
Subscribe and be the first to hear about news events.

Augment your agent and QA team performance with a customer intelligence system for the modern contact center.

GDPR compliant
HIPAA Compliant Logo