3 Ways to Use Voice of the Customer Surveys

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As the business world continues to evolve, so does the technology behind proper customer feedback and outreach. In meeting daily goals for continuous improvement for customer expectations, innovative methods for data-gathering have led to new means for learning a customer’s needs in real-time.

With this in mind, the “voice of the customer” (VoC) platforms have changed the way numerous industries meet the demand for higher quality services and products. Yet, VoC platforms can have many uses, especially in gaining invaluable insight for improvement. This is especially true regarding customer surveys. Here, we will look at just three examples of how the voice of the customer surveys can be used to improve your business’ turnaround and customer engagement.

1. You can address customer expectations.


VoC integration has changed the way companies can gather valuable customer feedback for forward-thinking approaches to their services and products. One of the best uses for VoC solutions is in learning your customer’s needs. In effect, VoC is the best way to “know your audience,” and gain an understanding of what your target demographic requires for customer loyalty and long-term trust. The first step in maximizing a VoC program’s use is understanding customer expectations.

Truly, voice of the customer surveys integrated by potential customers can prompt them to share their needs and ideal solutions. In return, your team can use the VoC data from each customer survey to analyze their engagement methods. The data also provides invaluable insight from each customer experience in order to make your business stand apart in a competitive arena, as well as how to improve your existing services or products, and how each customer journey is unique. In effect, a reliable VoC program, coupled with proactive analytics, can change the way you do business and your bottom line, making it stronger and more customer-oriented.

2. Customer surveys improve future services and products.

The next step in the successful application of a voice of the customer survey is by using its insights to improve your business methods. An online survey is also a great way to replace traditional focus groups with individual customer experience cases. However, a VoC makes the engagement more personal. Like traditional focus groups, the best practices of using the valuable insights gained by VoC are making them “actionable insights,” shaping the data into usable market research.

Aside from the invaluable insight, your voice of the customer program can provide your team, the data pruned will also dictate flaws or drawbacks in your customer service. Much like online reviews and social media blogs, VoC is a direct link to learning customer needs and behavior when it comes to your products.

In addition, if you’ve been considering expansion or additional services, key open-ended questions within a VoC strategy can guide you in shaping product development. Also, customer surveys can be customized, and you can make it your objective to ask the right questions to garner understanding, customer preferences, and (most importantly) customer needs for a perfected product or end result.

3. Customer feedback is invaluable.


Traditionally, most forms of customer surveys are integrated for after-the-fact collection of either positive feedback or negative feedback, depending upon each customer journey. If you’ve used your VoC program to attract potential customers, as well as used those insights for product development, then that same data can indicate your business’ strengths and weaknesses.

Consider those insights from the voice of the customer program to be “actionable feedback,” which can strengthen your team members’ own performance and future customer service. Each customer sentiment your VoC program provides is valuable feedback in gaining deeper insight into the common goal of continuous improvement and better customer satisfaction.

Finally, keep in mind as you study the VoC questionnaires, email surveys, or other forms of customer messages submitted, that all feedback is valuable feedback. It may be disheartening to learn from the negative feedback of an unhappy customer that your business requires improvement, but apply the needed understanding of customers’ perception to see the value in that type of feedback.

Defects in your product need to be corrected, just as poor customer service or a negative customer experience requires swift hands-on troubleshooting. As you study each next survey, remember that customer sentiment is a tool for management, engagement, and is an opportunity for continuous improvement with which to define your company’s reputation.

In the end, all customer feedback is invaluable insight, and with the right VoC program in place, you’re empowered to guarantee the greatest customer journey possible.

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