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5 years ago 5 min read

The Right Way to Gather the Voice of Customer


Usability Tools

Would you like to learn the answer to these questions?

  • Why do people visit my website?
  • Were they able to find what they were looking for?
  • Would they recommend my website to their co-workers and / or friends?

Voice of the customer (VOC) gives your customers the ability to answer these questions and many more to help you improve your website, products, and services.

What is the Voice of Customer?

Voice of the customer is a market research tool that allows you to get feedback on your customers’ preferences, expectations, and aversions. VoC should be collected on continuous basis, but typically starts at the beginning of a new project. It can be a powerful way of providing best-in-class websites, products and services to your customers.

Benefits of Gathering the Voice of Customer

Benefits of customer feedback

No company can become an industry leader by ignoring their customers. This is why it’s so important to maintain an ongoing conversation using voice of the customer.

VoC allows you to:

  • Collect feedback for ongoing website improvement.
  • Customize your services or products to better meet the wants and needs of your customers.
  • Improve your profits and market share.
  • Uncover customers’ needs and desires so you can prioritize these items.
  • Collect real-time data, take action, and report back to customers that you heard them and understand their needs.
  • Gather and evaluate new ideas for products and services.
  • Create happy customers, which will increase retention rates and add value to your company.

Voice of Customer – How to use it?

Not long ago, when companies needed to get feedback from their customers they had to send out questionnaires or hire people to do telephone surveys. This was a painstaking process which involved expensive phone calls, many hours, and high postage costs. Response rates were usually low because the surveys were very long and usually asked about the company’s interest, not the customers’.

These days the customer not only has a voice; sometimes the combined voices of customers can be louder than the brand. Social media can be a powerful tool to collaborate with your target audience on every step of their customer journey.

This is why voice of the customer is becoming a growing trend with businesses. The businesses are now able to get precision feedback they need that is more current and relevant than in years past. Using VOC, businesses are able to target different groups of customers to improve the quantity, quality, and even accuracy of the feedback.

VOC is about “bringing all the data into one place, where a company can look at and understand everything the customer is saying about the company, its products, and customer experiences”, says Duke Chung, cofounder and chairman of Parature.

“Customer service is being seen more today as a key differentiator”, Karine Del Moro, marketing director at Confirmit observes. “Leaders in their fields have seen a direct correlation between their level of profitability and success as a company and a high level of customer service.”



If you’re not using voice of the customer today, you risk losing revenue and customers in the long-term. Without VOC, “you’re leaving a lot of solid business improvement ideas on the table, impacting revenue, sales, and the cost to serve [customers]. You’re opening yourself up to losing market share to companies that really listen to their customers,” Andrew McInnes, director of marketing at Allegiance says. “It’s a key to business survival over the long term.”

The key to VOC is that it must be a long-term strategy. You must continue to listen to your customers on an ongoing basis to find out ways you can improve your products and services.


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