Do you want to know what your customers are thinking? What is their experience surrounding your brand like? Have you ever questioned why one customer is leaving but another is staying? The Voice of the Customer (VoC) answers all of these questions. VOC is your customers’ idea of how well you are doing as a company and a key to long-term repeat customers.
The voice of the customer (VOC) combines customer feedback and insight, allowing organizations to understand how their customers view them. VOC is often used in marketing, product development, sales, customer service, and management. Understanding the voice of your customers can help you maintain a connection with your customers and avoid misinterpreting customer feedback. This article gives representative techniques, tools, and examples to understand VOC.
Definition of VoC
Voice of the customer (VoC) is a process that helps companies understand what their customers want to improve their products or services. It is also known as the voice of the marketplace or the consumer.
The goal of VoC is to get customer feedback and analyze it so that companies can improve their products or services based on what people need, not just what they think they need or what they say they need when asked about it in a survey or focus group.
VOC helps businesses understand consumers’ real needs and desires to make decisions about product development, marketing campaigns, and other business initiatives based on real customer insights rather than guesswork. It leads to better decision-making and higher profits for companies that utilize VoC effectively.
Why is VOC Important?
Voice of the Customer (VOC) is a critical component of any marketing strategy. It is a meaningful way to gain insights into what your customers want, how they perceive your brand, and whether or not they are satisfied with your products or services.
A strong focus on VOC will help you understand where you need to improve, what types of new offerings would be most beneficial and how best to increase sales.
Moreover, collecting VOC data can help you improve customer retention rates by eliminating any potential problems before they occur. This will reduce the cost of servicing unhappy customers and increase lifetime value for your company.
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Representative Techniques of VOC
There are many ways of gathering customer feedback. One of the most popular is VOC (Voice of the Customer). This technique is used to gather customer feedback regarding their experience with a product or service.
The VOC technique can be applied in diverse ways:
In-person interviews. You can talk to customers in person, by phone, or online. In-person interviews are best when you want to ask many questions and follow up on answers. They are also good for learning about emotions and motivations because people tend to be more open when talking face-to-face.
Surveys. Surveys are great if you want to get information from a large number of people quickly, even if it is just a few sentences at a time. But they can be tricky because many people will not take the time to complete your survey (or will not bother filling it out, honestly).
Social media monitoring. Social media monitoring helps determine what people think about your brand or products. Still, you will need someone on staff who is skilled at identifying relevant posts — or else you will end up with a lot of noise instead of actionable insights.
Customer focus groups: The group is usually made up of 6 to 8 people who meet once per week for an hour or two. They discuss their experiences with a product or service and how satisfied they were with it.
The advantages of a Voice of the Customer program
Voice of the Customer (VOC) programs are revolutionizing how companies interact with their customers. A VOC program gives your company a snapshot of what it is like to do business with your brand or product and helps you identify areas where you can improve.
Here are some of the advantages of a well-crafted Voice of the Customer program:
Improved customer service. You can use VOC data to identify where customer support is falling short and develop strategies to address those issues. You might also use VOC data to uncover new ways to help people find answers independently so they do not need to call in.
Increased customer loyalty. If your customers feel like they were heard by someone who cares about them as individuals, they will be more likely to recommend your company and stay loyal through good times and bad.
Better product development: Voice of the Customer programs allow you to gather feedback on current products and ideas for new ones. This helps identify areas where customers want enhancements or modifications so that improvements can be made accordingly. The result is improved satisfaction with existing products and increased demand for new ones.
Increased sales: A satisfied customer will buy more often and refer others to your business if they are happy with what they receive from you. A disgruntled customer will not come back or tell others about their unpleasant experience; therefore, improving overall customer satisfaction will increase sales over time because it encourages repeat business while driving competitors out of the market.
Better products and services based on honest feedback from real people — not just numbers or statistics!
How to Set Up Your Voice of the Customer Strategy?
Here are some tips on how to set up your voice of the customer strategy:
Find out what your customers want
You can do this either through surveys or by conducting interviews over the phone or in person with a small group of customers. Whatever you choose, make sure that you ask open-ended questions that allow customers to give detailed answers about their experiences with your product or service.
Identify key stakeholders
Who are your key stakeholders? Identifying these individuals is crucial as they often provide feedback about your brand, product, or service offering. They also have insight into what makes them satisfied or dissatisfied with their experiences with you or your competitors.
Determine how best to capture feedback
The easiest way to capture feedback is through surveys and questionnaires. You can also use other mediums such as social media channels like Facebook and Twitter, live chat software, or even phone calls if necessary. However, these
Make sure you are well aware of what you want to accomplish
Your company needs to know why it is doing VOC and what it wants from it. You need a clear purpose and goal, or else you will not be able to measure whether or not the effort has been successful.
Set up an internal team that can manage VOC activities
You do not want just one person doing VOC activities — it should be a team effort. It can include people from different departments, such as marketing, sales, customer service, and support. The more people involved in collecting feedback, the better data will be collected and analyzed by everyone involved in the project.
Use different channels to gather data from multiple sources
Do not rely on just one channel for gathering VOC data because not all customers use it in the same way or at the same time as others do. For example, while some people may respond well to online surveys, others may prefer talking over the phone or meeting face-to-face with a sales representative at their store location instead.
Get users involved in testing new features
When developing new features or making changes to existing ones, customers need a say in what happens next. One way to do this is by getting them involved in testing new features before they go live so they can provide feedback on whether or not they improve their experience with your product or service. It also allows them to suggest how those features could be improved before launch so that you can make tweaks before rolling them out widely.
Voice of the Customer Mistakes
Voice of the customer mistakes can be costly for businesses. The good news is you can quite easily avoid them. Here are a few things to avoid when collecting data from customers:
Not asking for feedback
One of the biggest mistakes companies make is not asking for customer feedback. Customers want to be heard, and they want to know that businesses value their opinions. After interacting with your business. It is essential to ask your customers for feedback as soon as possible. If you do not ask, they will assume that you do not care about what they have to say or that you are simply happy enough with their purchase (or non-purchase) that you do not feel like spending time collecting more information about them.
When customers give feedback, it is essential for you to not only listen and acknowledge their opinions but also act on them as soon as possible — even if it seems like an impossible task at first glance.
Not asking the right questions
It is important to ask open-ended questions that allow customers to tell you exactly what they think instead of forcing them to choose from a list of predetermined responses.
Not listening to customers’ concerns
Many companies try to make their customers feel better by telling them what they think they want to hear — but this only leads to more frustration and confusion later on when it turns out that the company’s idea for improvement does not match up with what the customer wanted in the first place.
Examples of Voice of the Customers
The voice of the customer is an essential aspect of any business. It helps create products and services people want to buy, ultimately leading to growth and profitability. VOC programs are critical to any organization’s strategy because they help shape how companies interact with their customers.
1. VoC in the Banking Industry:
The banking industry constantly evolves, with modern technologies and services emerging daily. Banks use VoC by implementing chatbots that allow users to interact with their banks through text messaging rather than logging into websites or calling customer service lines. This helps simplify the process for customers who prefer texting as a communication channel over other methods like email or phone calls.
2. VoC in E-commerce:
Amazon asks customers to review their products after purchase. It allows Amazon to see what people think of their items and also gives people an opportunity to share their experiences with others, creating more customers for Amazon.
3. VoC in Video on Demand
Netflix uses social media to collect feedback from its users about what shows they like and do not like on its platform to make better decisions about what content it should offer in the future.41
The voice of the customer is a belief that everyone, especially the service industry, should be involved in what they do daily. The voice of the customer gives feedback on products and services that are more valuable than regular feedback because it includes customers’ personal and detailed responses. This can be communicated through product reviews or surveys. Asking questions and gathering customer information can allow employees to understand their needs and wants. Having values such as honesty, acceptance, and trustworthiness can help to make customers feel good about giving honest opinions about products or services.
Rakhin has over 10 years of experience driving business development and client services. In his prior roles, he stayed close to customers to understand their requirements and help them achieve their business goals. He is passionate about customer success.
Published August 22, 2022, Updated February 28, 2023