Best practices to strengthen your voice of the customer program

Voice of Customer (VOC) is extremely important in creating the best products and offering the best services in any industry.  However, implementing the best practices in the voice of customer surveys is the most common challenge most organizations come across. It’s even harder to follow the best practices without the effective voice of customer tools.

The voice of the customer survey program should be planned such that it brings customers’ experience and suggestions to the surface hidden deep in the results. By listening to customers’ voices, organizations get new insights into their concerns, how they perceive the brand, and what made them purchase the product. Throughout the process of collecting feedback from the customers, one needs to keep in mind that the aim is to offer them the best experience.

Voice of customer surveys best practice: Be customer-centric

To get a competitive advantage it is necessary to reach out to the customers wherever they are and listen to what they have to say about you. Having listened to their expectations it is time for you to act fast, to show your customers how much you value their opinions and suggestions. 

When you have a well-designed VoC program, gathering good quality data becomes easier. Irrespective of the method you chose to collect the data, ensuring you are giving enough liberty to the customers to share their views and perspective matters a lot in VoC program. Customer views and their perception brings the ultimate value to your voice of the customer surveys.

Follow below voice of customer best practices to get rich insights

Organizations use the voice of the customer program not only to get actionable insights but it also to get early alerts, warnings, and directions from the people who matter. Try these five best practices for strengthening your voice of the customer program.

  • Connect the insights across all data channels 

In a world where everything is online, many organizations still rely on a single channel to measure and optimize their interactions with the customers. Not only it creates barriers but it also limits the precision and depth of the consumer insights. Organizations not using an effective voice of the customer tool to collect feedback suffer a lot as incomplete information or bad quality data related to customer behavior, preferences, and satisfaction hamper their motive. 

If you are interested in gathering customers’ feedback at every touchpoint or every stage of the customer lifecycle, you need to connect your survey responses across all data channels. Ensure the voice of the customer tool you choose easily integrates with your existing CRM, automation, and data visualization applications.

  • Collaborate on survey data across all departments with a go-to action plan 

A strong VoC program is ineffective unless all the internal departments including sales, support, and development are involved in the program. Ensure all the teams are included in the voice of the customer program so that they can be of assistance in collecting, analyzing, and acting on the insights. 

It is recommended to strengthen their involvement using action planning tools. Therefore, one of the best VoC practices is to decide ownership, set start time and end time and supply information regarding the go-to action plan for providing delightful customer experience. 

  • Include the voice of the employee for better output 

A customer feedback program that lacks a connection between employees and customers will eventually weaken your motive. By considering the voice of the employees, you get to understand the challenges faced by them which can be bottlenecks in providing the best CX. Working on their concerns will help them offer the best experience to the customers.

Free voice of customer survey templates and questions

  • Share dashboards and reports with the right people 

An efficient tool to gauge the voice of the customers provides the flexibility to configure and customize the dashboard for each department and provide them with relevant insights related to their role in providing customer satisfaction. Sharing the voice of customer data with other teams keeps everyone on the same page and lets them know how customers perceive their brand. Also, many teams don’t interact directly with the customers. In such cases, it is good practice to share the voice of customer survey results so that they learn more about the end-user experience.

  • Measure ROI 

Investing enough in the voice of customer surveys will ensure customer satisfaction and hence, loyalty. It boosts sales and strengthens your brand. Another metric for measuring the ROI is an improvement in the NPS. If customers start developing a better impression of you, they are more likely to refer your business to their friends and family. So, if detractors and passives convert into promoters, it can be considered a huge success.


If customers feel their voice is heard, they will feel more connected with your brand. It is always advisable to be in constant touch with the customers to understand their pulse before it’s too late. Not listening to the voice of the customers is a bad practice and leads to losing them to your competitors. Last but not least, encourage your customers to share more feedback and more often, so that you always have a clear picture of how it’s going.

At QuestionPro, we work on what we believe in. Schedule a demo with Ken and discover how to boost customer loyalty and collect valuable consumer insights through our CX survey and analytics management platform.

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