Voice of Customer
A methodology for capturing and analyzing customer feedback, expectations, and preferences.
Category
Methodologies
Full Definition
Voice of Customer (VoC) is a comprehensive methodology for capturing, analyzing, and acting on customer feedback. It encompasses all the ways customers express their needs, expectations, and experiences with your brand.
Components of VoC: - Direct Feedback: Surveys, interviews, focus groups - Indirect Feedback: Social media monitoring, reviews, support tickets - Inferred Feedback: Behavioral data, purchase patterns, usage analytics
VoC Program Elements: 1. Collection: Gathering feedback through multiple channels 2. Analysis: Understanding patterns and extracting insights 3. Distribution: Sharing insights with relevant teams 4. Action: Implementing improvements based on feedback 5. Measurement: Tracking the impact of changes
Common Use Cases
Real-World Examples
Scenario
A retail chain collects VoC from surveys, social media mentions, call center logs, and online reviews. AI analysis reveals "checkout lines" is mentioned negatively 3x more than last quarter.
Outcome
They install self-checkout kiosks in high-volume stores. Customer complaints about wait times drop 60% within 2 months.
Scenario
A B2B software company combines NPS surveys, support ticket themes, feature requests, and sales call notes into a unified VoC dashboard.
Outcome
Product team discovers that 40% of churned customers mentioned "reporting limitations." New reporting features reduce churn by 25%.
Scenario
An airline aggregates feedback from post-flight surveys, Twitter mentions, and flight attendant reports. Pattern emerges: passengers on routes over 4 hours complain about snack quality.
Outcome
Airline upgrades snack options on long-haul flights. In-flight satisfaction scores increase from 3.2 to 4.1.
Related Terms
Closed-Loop Feedback
A process where customer feedback triggers a response, resolution, and follow-up communication.
Customer Insights
Actionable understanding derived from analyzing customer data and feedback.
Sentiment Analysis
AI-powered analysis of text to determine whether feedback is positive, negative, or neutral.
Feedback Loop
The continuous cycle of collecting, analyzing, acting on, and learning from customer feedback.