All you need to know about running a successful VoC program

Voice of customer process


Table of Contents

What is voice of customer?

The voice of customer refers to the customer experience with respect to your products, services and overall performance. A well-structured voice of customer program in your organization will deliver loads of valuable data from your customers indicating their perceptions, opinions, feedbacks and issues regarding your organization.

Voice of customer programs have gained elevation over the years as customer experience and satisfaction has started to drive the businesses on a large scale.

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What is voice of customer process?

Given that how much voice of customer program have been helping the businesses stay on top of the market, it does have a defined structure in which the program is carried out. This is called the voice of customer process. It refers to the process of capturing, analysing and implementing the customer experiences and feedbacks. 

In this article we will be looking more into how voice of customer process works.

Steps to voice of customer process

Step 1: Define a goal

Before you even start the voice of customer process, you need to set a goal for your research. Why are you conducting this survey? What data do you wish to gather from your customers? Which areas do you wish to have insights on? Answers to such questions will give you and objective or agenda to conduct your feedback survey.

Why is it necessary to have a goal? Well, imagine you have designed a very generic questionnaire for your feedback survey and you have distributed it. Your data is flooding in and you are excited to see what you can conclude form that. But once you have your data, you don’t know what to do with it. You are confused so as to how to put this information into use and which areas you need to improve. Defining a goal and objective to your voice of customer process will give you data that is specific to your goal. Your goal can be feedback on a newly released product, customer service improvements, to know what new products the customers want, etc.

Step 2: Questions for the goal

Now that you have your goal set, next thing you want to do is prepare a questionnaire for the survey. Make sure that the questions you frame are totally focused on the topic you chose to get the feedbacks on. Example: your topic is getting a feedback on a newly delivered product, you will ask questions like “Which features you wish to have more in our product?” in such cases asking questions like “How do you think our customer service is serving you?” as you can see, this questions just sounds out of the topic and it might confuse the customers when they have to jump from topic to topic in one single survey.

Step 3: Distributing the survey

After framing a perfect survey and running the mock tests through it, now you have to deploy the feedback form to the customers. Identify where you are more likely to get your customers’ attention. 

These days most people prefer to use social media platforms and brand’s websites to interact with them. This is where technology has taken over the way businesses communicate with their customers. You have to decide which platform you are going to use to distribute your feedback survey. 

Another thing to focus on more is the sample customers. Choose your customers carefully and make sure they represent the entire population. Any sampling bias in the survey will lead to skewed results further leading to inefficient business decisions. 

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Step 4: Analysing the data

After you have distributed your survey, the data will start flooding in. normal business feedback has huge amounts of data that cannot be analysed manually. In such cases, you can make use of various available data science and automated tools. These tools will help you to segment your data and label them.

Segmenting and labelling your data means nothing but categorizing your data depending on what it means. Example: you have asked the customers for their overall experience with your brand. They have sent all sorts of feedback, positive as well as negative. The analytics tools that you will use will identify the keywords like “bad”, “amazing”, “poor”, etc. and will categorize them based on positive feedbacks and negative feedbacks. 

This way you will have the information on which areas are getting bad reviews and which of them you need to keep the way it is. 

Step 5: Implement 

The reason why you started the voice of customer process is to bring in some improvements and changes in your organization. When you gather the data from the customers and analyze it to draw conclusions, you will understand which areas of betterment are. 

The key to making your voice of customer process a success is when you will be able to implement it in practice. Make sure you plan your strategies according to the customer feedback and make the necessary improvements. 

Customers tend to stick to a brand when they see constant improvement. After gathering the voice of customers, you will know how to be better for your customers and enhance their experience. 

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