Voice of customer
Also known as VoC
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.
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.
Voice of customer, in brief
- What is voice of customer?
- 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.
- What is a voice of customer programme?
- 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.
Put the theory to work.
Corha turns your calls, tickets and surveys into living personas and evidence-backed insights, so these ideas become part of how your team works, not just definitions.