Voice of the Customer (VoC): Definition and Benefits

Voice of the Customer (VoC): Definition and Benefits

Table of contents

What is Voice of the Customer?

The Voice of the Customer (VoC) is the process of gathering customer sentiments about a business, product, or service. It refers to the feedback provided by customers regarding their experiences and expectations with your products or services, emphasizing their needs.

By actively engaging with the Voice of the Customer, businesses can gain a deeper understanding of customer needs and expectations, leading to enhancements in the products and services offered. A Voice of the Customer program provides insights into customer preferences, issues, and grievances. These VoC initiatives identify and address customer feedback to enhance satisfaction and foster loyalty.

Businesses collect the Voice of the Customer data to enhance every aspect of customer interactions with the business. Understanding VoC is optimally achieved through technology incorporating text analytics and sentiment analysis, ensuring meaningful insights are derived from customer feedback data.

Over time, VoC programs have gained prominence and have become integral components of organizational core strategies. They prove particularly effective for brands as customers increasingly seek direct engagement with companies. Capturing and responding to customer feedback is vital for comprehending the intricate decision-making processes of prospective customers.

Benefits of a VoC Program

Companies gather the Voice of the Customer to leverage the data for enhancing the overall customer interaction with the business. The optimal comprehension of VoC involves the application of technology, encompassing text analytics and sentiment analysis, as it ensures the extraction of meaningful insights from customer feedback data.

Through attentive consideration of the Voice of the Customer, businesses can gain insights into and subsequently address their customers’ needs. A Voice of the Customer program provides valuable understanding of customer preferences, challenges, and complaints, placing businesses in an advantageous position to pinpoint issues and opportunities and take appropriate actions. When executed effectively, this approach proves to be a impactful means of enhancing customer satisfaction and fostering loyalty.

Best Practices for Building a VoC Program

Many companies still rely on a limited number of channels to collect customer feedback, which results in a fragmented and incomplete understanding of their customers’ needs and preferences. This approach often leads to suboptimal decision-making and a less personalized customer experience. To gain a holistic view of their customers and create a seamless experience, leading brands and organizations are adopting omnichannel feedback tools that capture customer feedback across all touchpoints.

To implement a successful Voice of the Customer (VoC) program, it’s crucial to involve various departments in collecting, analyzing, and acting on customer feedback. This cross-departmental collaboration should be facilitated with efficient action planning tools. Qualtrics’ action planning features enable businesses to effectively tag owners, set deadlines, and provide step-by-step instructions to ensure that all team members are on the same page and working together to continuously delight their customers.

The purpose of a Voice of Customer program is to allow you to understand what’s going on in your business. You’ll want an analytics tool that can identify trends, patterns, and sentiment across various customer touch-points and automate the extraction of insights.

By analyzing vast amounts of customer feedback data, Born Digital’s AI-powered Customer Analytics can extract valuable insights that would otherwise be time-consuming and labor-intensive to obtain manually.

Just as in a conversation, timing is crucial when gathering customer feedback. Randomly sending surveys or inquiries about irrelevant topics can annoy or alienate your customers. Instead, strategically schedule your feedback requests to coincide with specific customer interactions or events, such as:

• After the onboarding process

• Following the launch of new features or product updates

• Shortly after customer support interactions

• After customers achieve certain milestones or reach activation points

• By aligning your feedback requests with relevant customer experiences, you can gather more valuable insights while maintaining a positive and engaging customer relationship.

A successful customer experience program should deliver measurable financial benefits to the business. This means focusing on metrics like market share, cost, and efficiency, all of which contribute to Customer Lifetime Value (CLV). CLV is a comprehensive measure of a customer’s overall value to the business, taking into account factors like their purchase frequency, average spending, and retention rate. Focusing on a single metric like customer acquisition without considering the other factors involved can lead to misleading results.


To maintain a competitive edge and deliver exceptional customer experiences, businesses must prioritize the customer’s voice. Assuming you know your customers’ needs is a mistake; instead, actively listen to their feedback and act swiftly to address their concerns and expectations. A robust Voice of the Customer (VoC) program is essential for gathering, understanding, and sharing customer insights to inform confident and customer-centric decision-making.

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