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Voice of Customer (VoC)

Capturing and understanding everything your customers say about your company.

What is the Voice of the Customer (VoC)?


Voice of the Customer (or Voice of Customer) refers to a process or program designed to capture customers’ preferences and opinions, analyse them to gain new business insights, and then share them to create meaningful change.

voc software snapshot

Most VoC programs work to collect and unify customer feedback across many different sources, channels, and touch points. This starts with formal structured sources like email and website surveys, customer interviews, focus groups, and other initiatives where companies actively seek feedback from their customers. But the most successful VoC programs also incorporate a wide variety of unstructured, customer-initiated feedback, including product reviews on third-party websites, unsolicited comments on social media sites, and customer support inquiries.

By collecting, combining, and sharing feedback from all of these different structured and unstructured sources, VoC programs play a key role in improving products and processes, lowering costs, and increasing customer loyalty.

How can a successful VoC program impact an organisation?

VoC programs make it possible for organisations to understand their customers’ preferences and buying decisions at a deeper level—and then quickly respond to their collective feedback in more intelligent, meaningful ways. This allows businesses to quickly identify investments that delight their customers, develop new products and services that directly address their needs, and refine their strategies and processes to maximise satisfaction and profits.

Successful VoC programs can also have an important impact on customer loyalty. Consumers buy from businesses that listen and respond to their needs. Organisations that actively seek meaningful input from their customers—and then react to that feedback in meaningful ways—create a positive dynamic where customers feel invested and become strong, vocal advocates for a business and its products.

Building a complete, effective VoC solution

Today, most companies’ VoC efforts are closely linked to their broader Customer Experience Management (CX or CXM) programs. An effective CX implementation typically includes all of the feedback collection, analysis, and distribution capabilities required to manage a comprehensive VoC solution. For example, MaritzCX offers comprehensive CX solutions that include:

  • Comprehensive data collection tools that make it possible to gather feedback from all kinds of structured and unstructured sources—from formal surveys to random unsolicited social media comments.
  • A powerful big data analysis engine that brings feedback from all these different sources together, unifies it, and turns it into business changing customer insights. This includes advanced text analytics capabilities, sophisticated data mining, and more.
  • Targeted reports and information that distribute feedback to the people who need it—and empower every member of an organisation to improve products, processes, and policies.
  • Feedback management tools that allow businesses to close the feedback loop, make meaningful changes, and make sure important insights never get lost in the shuffle.

Together, these VoC-related pieces of the MaritzCX platform make it possible to collect, analyse, and act on the collective voices of any organisation’s customers, so it can unlock all of the benefits and advantages of a complete, successful VoC solution.

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