Voice of customer
Voice of customer (VoC) is the practice of systematically capturing what customers say about their needs, expectations and experiences, and feeding it back into product, marketing and service decisions.
Also known as VoC
What sources make up voice of customer?
Anything where customers express themselves in their own words: support tickets, sales and success calls, interviews, surveys, reviews, community posts and NPS verbatims. The richest programmes combine several sources rather than relying on one.
What is the difference between voice of customer and a survey?
A survey is one instrument. Voice of customer is the broader discipline of gathering, structuring and acting on customer feedback from many channels, of which surveys are just one.
How do you act on voice of customer?
Capture it in one place, tag it by theme, connect each theme to the customers and revenue behind it, and route it to the teams who can act. Voice of customer only creates value when it changes a decision.
Put it into practice
Voice of customer, in brief
Voice of customer is the practice of systematically capturing what customers say about their needs, expectations and experiences across channels, and feeding it back into product, marketing and service decisions.
A repeatable process for collecting customer feedback from multiple sources, turning it into themes, and routing those themes to the teams who can act on them.
Related terms
- Customer feedback analysisCustomer feedback analysis is the process of collecting qualitative and quantitative feedback, organising it into themes, and quantifying those themes so teams can prioritise what to act on.Read more
- Customer insightA customer insight is a non-obvious, evidence-backed understanding of customer behaviour or motivation that can change a decision, distinct from a raw data point or a single piece of feedback.Read more
- Net Promoter ScoreNet Promoter Score (NPS) is a customer loyalty metric based on a single question, how likely someone is to recommend a company on a 0 to 10 scale, reported as the percentage of promoters minus the percentage of detractors.Read more
- Thematic analysisThematic analysis is a qualitative research method for identifying, grouping and interpreting recurring patterns, or themes, across a body of unstructured feedback such as interviews, tickets or open-text survey responses.Read more
- Closing the feedback loopClosing the feedback loop means going back to customers who gave feedback to tell them what you did with it, whether you fixed the problem, built the feature, or decided not to and why.Read more
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