The Voice of the Customer; you can’t ignore it any longer! It’s not only about price or product anymore. The customer is more important than ever, just as his needs and wishes. The customer wants to be heard, so as an organization it is a missed opportunity not to listen. But how do you do that, listen to the customer? How do you track customer experience to find out where you can improve customer satisfaction? In this series of blogs about the Voice of the Customer we will explain why this is so important.

What does the Voice of the Customer mean? 

  • listen to the customer Listen-to-the-Voice-of-the-Customer-Voc-Speakers-1
  • focus on the customer
  • understand the expectations and needs of the customer
  • gain insights into customer experiences
  • anticipate the wishes of the customer
  • improve customer experience, customer satisfaction and customer loyalty

The Voice of the Customer is basically listening to your customer. By examining the overall customer experience in terms of expectations, preferences and aversions, you learn to understand who your customers actually are. To really get to know the customer, you have to find out what the customer appreciates, what the customer misses and what the customer wants. You can gather this information from the customer journey, customer feedback and the recommendation score (Net Promoter Score). You find out what the customer really wants, but also where your organization can improve.

Listening to and gaining insights from the Voice of the Customer

How do you listen to the Voice of the Customer? To gain insights in customer satisfaction, customer enthusiasm and customer loyalty you have to take various measurements with tools such as customer feedback monitor, Net Promoter Score or through customer satisfaction research. To improve customer focus it’s valuable to continuously collect customer feedback at various touch points in different layers of your organization. It is even possible to measure at employee level on each department.

Measuring at different touch points is one thing, but how can you apply the results of these measurements? How can you process and apply the measured data to improve the customer experience? In the following blogs we will go deeper into the importance of continuous measurements, the collection of customer data and the implementation of customer experience management in the organization. By monitoring customer feedback, analyzing this and adjusting processes into your organization, you will be able to make your organization totally customer centric.

Turn your organization into a customer centric organization. How? Download our free e-book 'Ten steps towards a customer centric organization' full of tips and tools. 

Why is the Voice of the Customer so important for your organization?

To introduce the Voice of the Customer to you, we will provide you with a series of blogs. Why you want to use VOC, what you can measure with the Voice of the Customer, how you can measure customer data with wich KPIs, what you can do with this information and how you can implement the VOC in your organization. Ultimately, the use of the Voice of the Customer will certainly contribute to a proposition that will distinguish you from your competitors. Score with customer satisfaction!

Continuous measuring and getting insights of the Voice of the Customer contributes to a customer centric organization, an improvement in customer satisfaction, a higher customer loyalty, a great recommendation score (NPS) and so on. Getting to know the customers is extremely interesting and can be a true inspiration for the entire organization. Are you willing to get to know your customers and listen to their voice? 

import_contacts E-book

Download 'The Power of Experience Management'

What is Experience Management (XM)? Why is it so important and how do you measure and track it? Download our e-book and gain insight into Experience Management.

Download free e-book

Similar Stories


NPS doesn’t work for complaints, how to resolve this?

To make your company truly customer-centric, you have to decide for once and for all that you want to give your customers a central position within your...

Read More


Root Cause Analysis (RCA): get to the core of your customer's needs

When conducting research, you often need to ask many questions to your customers to get to the core of their needs. However, long questionnaires discourage...

Read More


Improve online reputation? How feedback can help

Online reviews have become much more important than ever before, especially for your online reputation. When considering a product or service, (potential)...

Read More