All you need to know about running a successful VoC program

Voice of the customer methodology


Table of Contents

What is voice of customer methodology?

The voice of customer is a method of drawing out customer expectations and needs from their own mouths. Customers give their feedback on their perception of a brand, its products and services and its overall performance. 

Many businesses today practice voice of customer to compare their performance to their customers’ expectations. The data that they collect through the feedback is used to improve their product and services. 

Voice of customer methodology is based on two things:

  • Insights of customer requirements – voice of customer allows you to take a deeper look into what your customers want and need. 
  • Product development – use the collected data to make respective changes and improvements in the products and services. 

The voice of customer methodology primarily involves these 3 stages:

  • Data collection – collecting data in the form of feedback form the customers. 
  • Data evaluation – analysing the collected data to draw information on which areas to improve.
  • Implementation – implementing the conclusions drawn out of the analysis to make necessary changes in the organization that will best appeal the customers. 

You can make use of various voice of customer methodologies to enhance your customer experience. Gathering and evaluating the data in such a way gives you a better understanding of your customer problems and various ways to tackle them. 

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Voice of customer methodology to capture customer feedback

n this section we will be discussing 11 ways you can easily gather the data that suits your voice of customer research goal:

  • Surveys 

One of the best ways to gather customer feedback is through conducting timely surveys. With a perfectly framed questionnaire you can bring out all the customer issues and complaints that they have regarding your product, services to overall brand performance. 

The key is to focus on how your structure your questions since they are the only way to a successful voice of customer survey. Don’t forget that your questions need to be: concise, easy to understand, short and should have straight forward answer options.

  • Customer interviews

Interviews is the traditional way of gathering customer feedback. Interviewer talks to the customer in person and try to understand their views on product attributes, service and overall brand performance. 

Conducting one-on-one interviews allows you to guess what the customers are saying and what actually they are trying to indicate. These interviews can be conducted over a phone call, video call or in person. 

  • Social media

Customers tend to express their views on various social media platforms. This is because these days a lot of customers tend to be active on social media platforms. Apart from the direct feedback, listening to their social media presence is an effective way of getting their feedback.

Example: Say you have launched a new product. You are making the product available on your website as well as on various e-shopping platforms. Now, when the customers buy your product from such various platforms, they will definitely give their feedback there themselves. 

  • Focus groups 

This is the way of gathering feedback that most businesses tend to use. The idea behind focus groups is; the researcher will make a sample of customers sitting together in a group. They will be given a topic eg: “How do you think our customer service is?” The gathered customers will start doing a group discussion and the observer will observe where the discussion is going. 

In this way, you will be able to understand which points do the customers stress on what is their overall feedback about your brand.   

  • Live chat

Have you ever looked up a website and found a small chat section on the right bottom corner of the pages? That is a live chat option. Most companies have activated the live chat feature on their website to help out the customers who came to surf the website for some motive. 

This helps the brands get live feedback from the customers as they post a query, issue or problem in the chat. The idea is not to actually keep some agents chatting with the customers but rather use an AI bot. this bot has answers to the most commonly asked questions. But beyond that, if the customers have a unique query, they are then further connected to a customer service agent. 

  • Emails 

Make use of emails for your formal or even informal marketing. You can send customized emails to your customer segments depending on their interactions with your brand. 

You can send over some timely feedback surveys or a heads-up about your upcoming product. Emails have been a norm in marketing strategies due to their vast use and easy reachability. 

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  • Online reviews 

Every customer does a background check before buying any product from a specific brand. And where will he go first? THE INTERNET. This is why it is important for you to know your online image. Your online credibility has a lot to say about not just your brand but also about the customers preferring your brand over the others. 

A huge portion of this online credibility is covered by online reviews. To make better use of them, you should evaluate both the positive and negative reviews to understand the reason and sentiments behind them and improve them accordingly. 

  • Website behaviour 

One of the rich sources of data is your own website. When the customers want to know about a brand, they first visit its website. By tracking your customers’ footprints on your website, you will get to know which were the sections that were mostly visited by the customers. 

You can extract data like eye-tracking, scroll maps and heat maps on how the customer surfs through your website. 

  • Recorded calls 

This is the form of data that you don’t have to go and plan to gather. You might be getting customer calls to your customer care service cell. That right there is all you need. 

You know that customers usually call to get their issues and queries addressed. These calls, if automatically recorded, can provide you information on what issues are arising again and again in the customer base. Hence, you can take necessary measures to minimize those issues and keep track of your overall development. 

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  • SMS

Smartphones are inseparable parts of our lives now. With this comes the opportunity to interact with your customers through SMS. You can send your deals, advertisements, important announcements and various other things to the customers. 

This is one of the easiest ways to interact with your customers. 

Sending your feedback surveys through SMS makes it convenient for the customers too to attend to them.

  • NPS® (Net Promoter Score®

Being a customer-centric organization, the value of “Customer loyalty” is incomparable. Everyone wants to how many of their customers are willing to stay loyal to the brand and how many are not sure. Well, NPS® measures that for you. NPS® ask one question “How likely are you to recommend our brand to your friends and families?” and this does the job. 

Apparently, according to NSP standards, the more likely the customers are to recommend you to others, the more likely they are to stick to your brand for a long time. 

As NSP gives customers a scale of answers from 0-10, the breaking down of the customers based on their responses looks something like this:

  • (0-6) Detractors – these are the unhappy customers who are more unlikely to buy from you again. 
  • (7-8) Passives – these are the customers that are happy about your brand but not enough to promote your brand.
  • (9-10) Promoters – these are the customers who are happy with your brand and are ready to promote your brand to their friends and families. 

Your goal should be to convert your detractors and passives into promoters. 

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

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