Three ways to get the Voice of the Customer (VOC)

Are you wondering whether a VOC solution is worth it? Well, consider this – according to Gartner Research, companies that actively engage in VOC programs spend 25% less on customer retention than those who don’t?

Tuning in to the VOC unlocks important performance improvements like customer retention rates, employee engagement rates, and customer service costs. Below are 3 ways to help you capture the voice of your customer.

Online listening

Anywhere your customers express themselves online is a great resource for collecting VOC data. This includes social media platforms, blog comments, online forums.

Online postings sharing positive or negative interactions with your company offer insights into customer’s expectations and how you are delivering on them.

Net Promoter Score (NPS)

NPS focuses on figuring out customer loyalty through defining 3 kinds of customers – promoters, passives, and detractors.

Promoters are customers who love your services and say good things about your company to their connections. Passives neither love nor dislike your company but are more likely to switch to competitors. Detractors are unhappy customers and share negative experiences with their friends and family.


Surveys are highly effective ways of capturing customer feedback. However, they are only efficient and reliable if you ask the right questions. Therefore, you need to carefully design your surveys.

In conclusion, there is no doubt that the voice of the customer is critical to any organisation’s improvement and growth. And it all starts with continually listening to the customer and adapting products and services accordingly to fulfil the customer’s needs and wants.

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