Want to know everything about Voice of Customer?

Then you've ended up in the right place! Below, you will find all information about what Voice of Customer entails and why it is important to focus on.


What is the Voice of Customer?

Voice of Customer is literally the voice of the customer. By investigating the overall Customer Experience in terms of expectations, preferences and aversions, you learn to understand who your customers actually are. This way you really get to know the customer and you discover what the customer appreciates, what the customer misses and what the customer wants.

Why is the Voice of Customer important?

For years, items such as price, product, and quality were of greater value than customers themselves. But now, voice of the customer is more important than ever. Customers choose your brand or organization based on customer experience, i.e. how they experience your brand, your service, your products, and logistical handling, etc. The impact of customer experience only increases, as now everyone can watch online what both the customer and the organization do. The risk of harm to organizations has therefore become much greater. There are few people who, before they book a holiday or buy a certain product, do not first consult all kinds of reviews from other consumers.

Make these customer experience transparent to optimize processes. When, for example, results from customer feedback show that there is structural dissatisfaction with telephone complaint handling, it is a lost opportunity if this not responded to. By hearing negative and positive feedback, you can improve but also immediately see where you score well. And that is what you want to know as an organization!

Gaining insight into Voice of the Customer of your company contributes to:

  • a customer-oriented organization
  • an improvement in customer satisfaction
  • higher customer loyalty
  • a great recommendation score (NPS)
  • lower failure costs due to fewer complaints

The needs of your customers and their behavior can be a true source of inspiration for your organization. Ultimately, the use of the Voice of Customer will certainly contribute to a distinctive proposition in the area of customer focus. 


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Every organization wants a long term relationship and enthusiastic customers and employees. But how do you achieve that? And how do you get the right insights so you can act on it and what does this all bring you?

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Also listen to the Voice of Employee and Voice of Business!

If you really want to improve and distinguish, you will now not only have to focus on the Voice of Customer, but also on your internal organization and employees, because happy employees also mean happy customers. To make and keep your employees and your customers happy, the foundation of your organization must be in perfect order (delivering the best quality and service, healthy business operations, etc.).

By just listening to the Voice of Customer metrics, you will not be able to stick your head and shoulders above this.  'Experience Management' (and no longer just Customer Experience Management’), on the other hand, looks at customer orientation and what this yields from 3 pillars as a holistic whole:

  • Voice of Customer (VoC)
  • Voice of Employee (VoE)
  • Voice of Business (VoB)

In the e-book 'The power of Experience Management' you will find that all the background information and all the developments that influence this holistic view of Customer Experience are described.

How to measure the Voice of Customer?

There are countless ways to measure the Voice of the Customer. Three frequently-used KPIs are NPS, CES and CSAT.

Net Promoter Score (NPS)

NPS measures the loyalty of your customer via the recommendation question: 'How likely is it that you would recommend product / service / company X to friends or family?' The NPS is the most-used KPI for measuring Customer Experience. This gives you a quick insight into how loyal your customers are to your brand or organization.

Read everything about the Net Promoter Score (NPS)


Customer Effort Score (CES)

CES  gives you insight into how your customers have experienced a service via the question: "How much effort did you have to do to get your question fully answered?" With CES you can measure various contact moments. For every step in which the customer has contact with your company, you see what he or she thinks about this contact. CES shows how you perform here and you can manage and improve contact moments based on this.


Customer Satisfaction Score (CSAT)

CSAT measures the satisfaction of your customers regarding purchased products or services. With the CSAT, the customer is asked to rate your product or service in the form of a reported mark on a scale of 1 to 10. The CSAT is mainly used when asking for a recommendation is not a logical question or when asking for a recommendation is not appropriate, for example questions about healthcare institutions or questions about the government.



E-book: A successful CX program – From measuring to improving

Bringing customer experience to life is a big challenge for many organizations. In this e-book you can read how you increase customer experience and motivate employees.

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How to implement the Voice of Customer (VOC) program in the organization?

The opportunity for distinctive capability as a company lies in offering optimal service and customer experience. Insight into customer feedback is necessary. KPIs such as NPS, CES and CSAT make that possible. But then what? How do you actually implement the Voice of the Customer in your organization? This is no easy task. If you have already started collecting data on Voice of Customer and analysing the feedback, you are already well on your way. How you actually make an impact with customer feedback in practice can be distinguished on three levels:

  1. One-on-one follow-up
  2. Operational level
  3. Strategic level

We go deeper into this in the blog 'How do you implement the Voice of the Customer (VOC) in the organisation?'

9 Tips for the implementation of a Voice of Customer program

Below, you will find practical tips for an effective use of the Voice of Customer to improve your customer experience:

  1. Determine the correct KPI
  2. Use short questionnaires
  3. Use your internal customer data
  4. See where priorities lie
  5. Play on positive and negative feedback (Closed Feedback Loop)
  6. Do not focus too much on the score
  7. Get input from your open answers
  8. Involve the individual employee
  9. Measure continuously

Read more about the above tips in the blog 9 tips for a successful customer feedback strategy.

Voice of Customer Software

Voice of Customer Software

Based on the chosen KPI (NPS, CSAT or, for example, CES) you can request customer feedback to measure the Voice of Customer. This can be done manually, but this is often error-prone, causing ongoing discussions about its correctness. Furthermore, it is a time-consuming task, so that reports are often sent too late for responses to be gathered, and the information often stays within certain departments. It is then difficult to gain insight into the data and to make analyses based on this and make connections. This is covered by linking and automating all data streams.

In order not to burden your customers unnecessarily with information that you already have in your systems, it is advisable to include existing customer data in questioning and analysing customer feedback. Think of background information from your customers such as age, gender, and other process and product information, such as what your customer has ordered, complaints handled or logistical processes, and as well as which employee has helped your customer.

With smart Voice of Customer software, you can automatically enrich customer feedback with data from internal systems such as CRM, SAP, Customer Service Software, and logistics systems. In addition, the result of a good Voice of Customer tool is that you will automatically have insights with which you can analyse and filter endlessly through user-friendly (personalized) dashboards and use to create and send reports. Only then can you make points of improvement transparent and let your employees act on them.

Essential features of Voice of Customer Software

Ask as few questions as possible

Make your automated questionnaire short and powerful. It is proven that this improves the response rate. Just ask a few questions so that you know whether the customer is satisfied, but make sure you find out why they give a certain score.

Easily label open answers

By asking customers to categorize their answers (root cause analysis), you find out exactly why they gave that answer and what exactly is meant by it.

Focus on customer stories

A story says so much more than a score alone. Understand what moves your customers by supporting the scores with real stories and emotions through an open answer field. This way you know exactly which buttons you have to press to improve the customer experience.

Turn a complaint into an opportunity

Create a specific case via your system based on predefined conditions in the questionnaire and assign the case automatically to the right employee. This way, you can signal and resolve a complaint in a timely fashion as part of the customer process. This is an opportunity to 'make something good' that you otherwise would never have had.

Share positivity!

Motivate employees by forwarding compliments from customers directly and automatically via the software to the right employees.

Share insights into your organization

Connect automated feedback to internal data such as organizational structure, process, and product information. Know exactly which department, location, or even employee level where improvements are needed and share relevant insights with the right people at the right time.


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Voice of Customer blogs

Read all blogs about the Voice of Customer.

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Voice of Customer downloads

Check our e-books and whitepapers and learn all about the Voice of Customer!

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Make the step from measuring to improving. Get the organization moving with CYS and optimize the customer experience continuously.


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Talk with us and our customers about the most beautiful thing we can think of: happy customers. Join one of our events.

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