What is Voice of Customer (VoC) & How It Helps a Business

What is Voice of Customer (VoC) & How It Helps a Business

In this day and age owning a brand and offering a service/product is not enough. Today is the day of overconsumption and over-proposition – customers have a myriad of businesses to choose between. Quality has now become a default.

Then, what makes one business stand out among others? 

Statistics report that 73% of customers will be more likely to pick a brand if it offers a great customer experience. At the basis of any customer experience sits the voice of the customer.

What is Voice of the Customer (VoC)

Voice of the customer is a practice of collecting and acting on what customers have to say about their experiences with a business. By knowing what are the pain points and actively erasing them from the customer experience, a business can influence the retention of the existing clients and attract new ones. Always knowing what specific clients want will let a brand design exactly the product they need.

Aspects of a Successful Voice of the Customer campaign

Before jumping into collecting the feedback and thinking about how it can influence the product, it is important that you understand that it is not a simple task: it is a system of aspects.

Attentiveness and Seriousness. The main point of any voice of customer campaign is taking into account customer’s wishes. If you are not ready to work with criticism, and actively get rid of things that bump up the customer experience, then don’t even start the voice of customer campaigns. Yes, you will never be able to satisfy everyone, but if something bothers a lot of your clients you need to be serious about it.

Engaged top-level management. The voice of customer campaign is only effective if the founders/CEOs realize its importance and are willing to participate. Since they grant permissions for all actions, the campaign will not be able to move further unless the founder is on board.

Regularity. As we have mentioned before, it is not a task that can be done and put away. It is continuous work and has to happen periodically. 

Voice of the Customer Campaign Roadmap

Now that we have established what approach should be taken to any Voice of customer campaign, we can move on to shaping the exact steps.

Identify customer touchpoints.

In order for you to collect feedback, you need to map out all the touchpoints customers have with your product/service. Starting with awareness, and through signing up, using feature one, feature two, etc. You need to find all steps in which your customers may have issues.

Collect feedback.

Now, you will need to set up surveys at those touchpoints to collect data. However, make sure not to go overboard, and test out the flow. If you place heavy, long surveys at all points it will become annoying and a pain point by itself. You can alternate between different surveys to collect more data, and not create friction: for example, place ‘where did you learn about us’ survey for a few months, then exchange it with ‘how satisfied are you with feature x’ one.

You also need to remember that you can always use email or online surveys outside your platform. Or even telephonic, or personal interviews.

The planning of surveys for collecting data is completely up to the business, and a strategy they have built. It can also be switched and tested in order to find the one that suits both the business and the customers.

Analyze the data.

Now, you need to analyze the feedback you collected. Generally, you will be looking for some common problem areas that were reported by your users. For example, 10 out of 40 people reported poor UI of the user flow – this is the issue that needs most of your attention. You can create a table and sort out issues by reporting frequency, and think about how to fix them one by one.

Take action.

All that is left is to fix the issues that prevent your users from having a smooth customer experience. It will show them that you really care about what they have to say, and listen to their voice. That is the right way to get loyal customers.


Repeat the process periodically to always know what your customers have to say.

Optimizing the Voice of the Customer Campaigns and Customer Experience Monitoring

Checker is a professional software for customer experience and the voice of the customer research agencies: it allows to quickly pinpoint the touchpoints, collect feedback through a list of channels, and monitor the changing behaviors of clients.

With Checker, you will be able to collect data:

  • In in-person interviews, using Checker CAPI module.
  • Through telephone interviewing, using Checker CATI module.
  • Through online, email, and SMS surveys.
  • Though varying NPS surveys.

If you are looking for an all-in-one platform for a 360 customer experience overview, make sure you check out the Checker website.

To learn more about the software you can also request a demo, and we will gladly schedule a call and show you all the opportunities.