Imagine you’re a consumer on the hunt for the best camera for YouTube (or commercial use, in general).
You’ve done some Google searching and scrolled through your favorite brands on Instagram. You’ve even added an item to your cart on a few websites but haven’t yet completed your purchase..
One site sends you a generic follow-up email reminding you to complete your order. Another one addresses you by name and sends you new recommendations that match your interests and style.
Which company are you more likely to buy from?
In today’s world, consumers have an abundance of choices. It can be difficult for marketing messages to cut through the clutter. People want products that meet their specific needs and brands that understand them. They want to feel heard. This is why harnessing the power of Voice of the Customer (VOC) is more important than ever.
Table of Contents
What Is Voice Of The Customer?
At its simplest, Voice of the Customer (VOC) is about listening to your customers. It’s the process of gathering data through usability testing and research—on customer needs, expectations, and feedback—analyzing it, and improving the customer experience in meaningful ways.
This final step of “closing the loop” shows the customer that their feedback matters, which is powerful for building brand loyalty. VOC isn’t just about collecting data; it’s about understanding it and acting on it effectively.
To enhance customer satisfaction, mitigate potential disruptions, and maintain service excellence, consider implementing incident management processes. By promptly addressing issues, maintaining open communication, and improving continuously, you can ensure customer expectations are consistently met.
What Are The Advantages?
What Are the Advantages?
While many see VOC primarily as a customer service tool, its benefits extend much further. A strong VOC strategy can directly impact growth by boosting sales and customer retention.
According to a Qualtrics study, improved customer experience (CX) has a massive impact on business, with 94% of customers saying they are likely to buy again from a company with “very good” CX. Similarly, Aberdeen Group found that the top 20% of businesses using VOC data grew 9.8x faster year-over-year than their peers.
VOC data also helps personalize marketing. By engaging directly with customers and understanding their habits, you can create marketing materials that speak directly to them. This improves retention and helps attract new customers.
Research shows:
88% of U.S. marketers saw noticeable improvements from personalization efforts.
59% of customers said personalization influences their shopping decisions.
63% of Millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share their data for personalized offers.
The message is clear: use personalization as a marketing advantage
Voice Of The Customer Templates
Voice of the Customer Templates
Before starting your VOC process, set a clear intention for your research. One effective way is by using a VOC template to guide your planning and analysis.
The right template helps ensure you ask the right questions and gather both qualitative and quantitative data. Otherwise, you risk collecting insights that can’t be turned into actionable improvements.
A VOC template, like this one from Miro, helps you structure questions and organize responses into categories such as Wants, Needs, Pain Points, and Hesitations.
If you need to present this data, consider using a one-pager with visuals, charts, or graphs to make the information easier to digest. Be sure to include customer quotes verbatim, as these can guide future messaging and copywriting improvements.
VOC Strategies
Now that you understand VOC’s benefits, let’s explore strategies for each stage of the process: collection, analysis, and implementation.
Collection
Collection
The collection process involves gathering data from both existing and potential customers. This can include direct communication or feedback from third-party platforms like Yelp or social media.
1. Surveys
Surveys are effective at multiple touchpoints in the customer journey—from first-time site visitors to loyal customers. Incentivize participation with discounts or rewards. For in-person interactions, use QR codes for easy access.
2. Email Sign-Ups
Email forms offer opportunities to gather useful data, such as birthdays, interests, and location. This information later supports more personalized marketing.
3. Social Listening
Social listening tools help track what people are saying about your brand across social platforms, blogs, and forums.
Holger Sindbaek, owner of WOCG, explains:
“By tuning into niche gaming forums, we transformed social listening into a strategic asset. It wasn’t just about monitoring—it was about understanding the pulse of our players. This insight-driven approach helped us refine our offerings and align messaging with what truly resonates.”
4. Customer Interviews and Focus Groups
One-on-one interviews or small focus groups provide detailed insights into customer experiences.
5. Online Reviews
Platforms like Google Reviews and Yelp are valuable sources of candid feedback.
6. Website Behavior
Tracking how users navigate your website and engage with content can reveal key pain points. Tools like session recording software show where users get stuck or drop off—crucial data for improving UX and marketing.
Sample VOC Questions:
When did you realize you needed a product like this?
Did you consider alternatives?
What’s the biggest value we provide?
Any needs that aren’t being met?
Would you recommend us to others?
Analysis
Once collected, VOC data must be analyzed for trends and insights. Look for patterns, recurring phrases, and shared concerns.
According to CXL, customer insights can be grouped into:
Needs and Wants
Pain Points
Hesitations and Anxieties
Likes, Loves, and Obsessions
Categorizing feedback makes it easier to prioritize improvements that will have the greatest impact.
Implementation
Implementation
This is where the insights from your VOC research come to life. Implementation focuses on turning data into meaningful action that customers can feel.
1. Product Development
If users experience recurring issues, enhance your product’s usability. Differentiate it by incorporating requested features or improvements identified through feedback.
2. Customer Experience (CX)
Address gaps in the customer journey to improve satisfaction.
For example, Subbly, an ecommerce platform, launched a feedback page where users could vote on ideas and track implemented changes—creating transparency and trust.
3. Marketing
VOC is invaluable for refining your copy and messaging. Use your customers’ language to speak directly to them. Burger King, for instance, highlighted that a promotion was launched “because customers asked for it,” reinforcing that feedback drives decisions.
4. Personalization
Take your marketing a step further by personalizing outreach. Address customers by name, send product recommendations based on purchase history, and tailor ads by demographic data.
Airbnb does this exceptionally well by using past booking data to send tailored travel suggestions. Web Summit also used VOC insights to create Facebook ads targeting specific regions and interests.
Wrapping Up
Voice of the Customer (VOC) can transform your business—from product development to customer service to marketing personalization.
At its core, VOC is about listening and acting. By gathering, analyzing, and applying customer feedback, you can create experiences that make customers feel valued and understood. When done right, VOC is not just a strategy—it’s a long-term growth engine for your brand.
