Voice Of Customer vs Customer Experience: Impact On Bottom Line


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Businesses use the voice of customer methodology to deliver enhanced customer experience.

By the looks of how the Voice of Customer and Customer Experience work hand in hand, it is obvious that most people seem to blur the line between the two. In this article, we’ll explore Voice of Customer Vs. Customer Experience in detail to understand the impact of the two in the bottom line. 

Let’s start differentiating the two by looking at their definition. 

Voice Of Customer vs Customer Experience: Definition

Before we explore how the two concepts differ, let’s briefly touch upon their definitions.

What is VoC or the voice of customer?

Voice of customer refers to a process of collecting customer feedback, which returns their expectations and perceptions about your brand. This feedback is then captured, analyzed, and implemented in the organization to deliver better products and services to the customer according to their needs and expectations. 

The voice of the customer, therefore, helps companies reduce the gap between customer expectations and the experience the company delivers. 

Businesses these days have scratched the survey system that can have certain limitations and have adopted the voice of customer process, which allows you to work with various tools that help you get the best out of your customers. 

What is customer experience?

Customer experience refers to how the company keeps track of the communication with its customers throughout the purchase journey. It tells what customers think about their purchase experience with your brand and if you adequately accompanied them through all the stages, right from the product survey to post-purchase follow-up. 

Simply, customer experience summarizes a customer’s interaction with your brand. 

Having reliable customer experience will help you stay on top of the market by always knowing what’s new around you and your customer’s ever-changing needs and demands. Customer experience helps you understand the market and your competitors by giving you operational data and experience, which tells a lot about your customers’ individuality and their decisions. 

Voxco is the perfect tool for you to improve your CX and VoC approach. 

Voxco is an omnichannel survey software that empowers you to gather data from customers, analyze, and convert feedback into actionable insights to make informed decisions, drive customer satisfaction, nurture strong relationships, and enhance retention.

Voice of Customer Vs. Customer Experience: Key Differences

Both voices of customer and customer experience are different yet associated disciplines. 

1. Scope and application

VoC helps you gather feedback on specific aspects of a service or product. It helps you understand what the target customers like/dislike about your offerings, identify areas of improvement, and make informed decisions to enhance customer satisfaction. 

The Voice of the customer is not an entire view of the customer. Moreover, it is just focused on one problem that arises in the organization for which the management has regulated the voice of the customer program. 

On the other hand, customer experience is basically used to gain customer demographics, purchase insights, product usage patterns, and so on.  It is a broader concept that helps you look into the entire customer journey. CX includes analyzing end-to-end experience to identify pain points and deliver a consistent experience across all touchpoints. 

How can you ensure that you excel in customer experience while thriving in the competitive landscape?

Simple, adopt state-of-the-art Customer Experience Software.

Get a Buyer’s Guide on CX Software to make the best decision.

2. Data collection 

The difficult part to understand here is what contributes to the voice of customers and how the collected data is used. 

To gather Voice of Customer data, you can gather feedback across channels like surveys, interviews, social media monitoring, and more. The data can help you extract insights into customer opinion, behavioral patterns, and preferences. 

On the other hand, you can gather customer experience data across a wide range of interactions using online, phone, and offline surveys. This requires a holistic approach to gathering feedback and analyzing data to gain a comprehensive understanding of their journey.  

That being said, the two approaches are more common in the way of gathering information from the right people at the right time. In both cases, you can leverage a survey tool that gives you various means to gather customer data in their preferred channel. 

3. Focus on action and improvement

The primary goal of the Voice of Customer approach is to gather insights that you can utilize to improve your business strategies, products, or services. This helps you to prioritize initiatives and allocate resources effectively to address customer concerns and needs in a timely manner. 

Customer Experience, however, focuses on improving the overall customer journey by gathering customer’s perceptions of the brand and its delivered experience. This approach involves aligning various aspects of businesses to deliver a consistent experience. 

Voxco is trusted by 450+ global brands to gather, measure, uncover, and act on meaningful insights.

See how Voxco can transform your research efficiency.


So, in our aim to explore the Voice of Customer vs. Customer Experience, we have realized that the two are related concepts aiming to improve customer’s interaction with the brand. Instead of leveraging the two approaches in an isolated manner, it’s best to use them in harmony by leveraging survey software that can help gather customer feedback across all touchpoints. 

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