3 Great Examples of Brands Using Voice of the Customer Solutions

Voice of the customer solutions encompass several key steps. Firstly, they involve capturing data related to customer expectations, preferences, likes, and dislikes. Secondly, analysts analyze this data to gain insights into customer behavior and sentiments. Finally, we take actions based on these insights to improve products, services, and overall customer satisfaction.

When brands have a deep understanding of the voice of the customer (VoC), they can utilize VoC data to gauge customer sentiment, increase customer loyalty, and make better informed product decisions.

A voice of the customer solution is more than just a recurring NPS survey. A complete VoC solution takes multiple feedback methods into account and leverages each of following four steps:

  1. Capture and collect VoC data
  2. Analyze feedback, look for trends, and gauge sentiment
  3. Take action and use VoC data to address customer wants and needs
  4. Close the feedback loop by informing customers that their feedback has been addressed.

Four step voice of the customer solutions: capture, analyse, act, close the loop

Voice of the customer solutions are becoming more prevalent, as brands see the value in a holistic approach. But some companies are already way ahead of the game.

Let’s take a look at three brands that are effectively using voice of the customer solutions!

JetBlue uses a VoC solution to inform product roadmap prioritization

Challenge: JetBlue’s approach to the product roadmap operated in silos. They set macro product goals without being able to listen to the voice of the customer or address smaller issues.

JetBlue’s product team sought to consolidate customer feedback into a single channel to enhance mobile user experience understanding. The team wanted to use this data to identify areas for improvement and prioritize their product roadmap accordingly.

Blue JetBlue logo


The first step in JetBlue’s voice of the customer solution was to gather mobile customer feedback on their in-app booking experience and overall app experience. They first targeted people at specific moments, such as 24-hours after a booking. JetBlue used an Alchemer Mobile Note that asked customers to opt-in to a survey where they could ask more detailed and specific questions.

The targeted approach adopted by the JetBlue team enabled them to pose specific questions to the appropriate audience. These questions pertained to the booking experience, the app’s ease of use, and the likelihood of booking another flight through it.


With this VoC data in hand, they analyzed the results within Alchemer Mobile (formerly Apptentive)’s Insights dashboard. Combining customer feedback into one channel enabled JetBlue to identify common themes, enhancing their understanding of customer sentiments. This enabled them to identify recurring issues and opportunities for improvement across their customer base.

Act and close the loop

JetBlue employed these actionable insights to guide their product roadmap decisions. They specifically targeted areas needing improvement, such as enhancing the mobile booking experience. This proactive approach aimed to address customer needs more effectively. By adopting a VoC solution, JetBlue shifted from following roadmap milestones to integrating customer feedback into major product decisions.

Using feedback to drive your product roadmap reduces the risk of making assumptions about your customers. It also unites product teams in their efforts to enhance the customer experience.

Read the full success story.

Dunkin’ gauges customer sentiment with their voice of the customer solutions

Challenge: With 631,000 monthly downloads and 15,000 menu combinations, Dunkin’ is constantly releasing new and updated versions of their mobile app. The team at Dunkin’ aimed to gauge customer sentiment before and after releasing these new updates.

Listening to the voice of the customer proved vital for Dunkin’s product team. They sought to gauge whether each update affected customer sentiment positively or negatively. This understanding guided their decisions to improve future updates and enhance overall customer sentiment. If the impact was negative, Dunkin’ wanted to be able to quickly learn why and take action to address the change in sentiment.

Dunkin' Logo


Dunkin’s voice of the customer solution revolved around pairing the Love Dialog with in-app surveys. With the Love Dialog, Dunkin’ prompted customers with the singular question, “Do you love our app.” If the customer responds “no” they are prompted to complete a survey regarding their negative experience.


Dunkin’ then used this emotional data to gauge overall sentiment after they released a new version of the app. The team was able to determine if customers liked the new update and uncover any issues customers were having.

Act and close the loop

Dunkin’ swiftly addressed the root causes of customer dissatisfaction by leveraging overall sentiment insights. They also analyzed survey data to understand why customers expressed negative emotions. This comprehensive approach enabled them to make targeted improvements and enhance customer satisfaction.

For example, Dunkin’ was able to identify important customer wants and preferences. They learned that customers wanted the option to select more or less ice in their coffee and the ability to select sprinkles or not. The team quickly implemented these simple requests within the app and communicated them to customers.

Read the full success story.

Pilot Flying J uses VoC insights to improve customer loyalty

Challenge: The Pilot Flying J team gathered the bulk of their customer feedback through app store reviews. Although qualitative feedback is valuable, it’s important to note that app store reviews often represent the extreme opinions of a vocal minority. These reviews might not fully capture the sentiments of the broader customer base.. Given this, app store reviews often fail to reflect the desires and feelings of the majority of customers.

Pilot Flying J wanted to get more feedback from their most loyal customers, not just the most vocal. The Pilot Flying J product team set a goal to build more features that aligned with what was most important to their loyal customers.

Black Pilot J logo


To accomplish this goal, Pilot Flying J Pilot Flying J introduced a distinctive voice of the customer solution. They tailored this solution to gather feedback specifically from their brand’s most loyal customers. But they first had to identify who their biggest fans were.

The Pilot Flying J product team utilized Alchemer Mobile (formerly Apptentive)’s Fan Signals® to segment their customers based on expressed sentiment. VoC data collected through the Love Dialog automatically segmented customers into groups based on their responses in Fan Signals. This segmentation depended on the customers’ Love Dialog responses over time.

How the Love Dialog segments fans and risks

After identifying their most loyal (and happiest) customers, Pilot Flying J created a satisfaction survey to ask which actions within the app brought customers the most value.


Once Pilot Flying J identified their most loyal and satisfied customers, they devised a satisfaction survey. This survey aimed to discern which actions within the app provided the most value to customers.Analyze

The product team at Pilot Flying J heard from 18,000 customers in just four weeks. The survey generated a significant volume of responses, enabling the identification of key themes. These themes emerged from both the structured and unstructured sections of the survey.

Act and close the loop

Upon listening to the voice of the customer, Pilot Flying J successfully pinpointed high-impact features. These features had the most significant effect on their already loyal and satisfied customers. These findings enabled developers to allocate time efficiently, focusing less on lower-priority features identified by customers.

Pilot Flying J’s VoC solution helped them maintain and grow relationships with their most loyal customers. By prioritizing feedback from already happy customers, they maintained their satisfaction levels and fostered long-term loyalty among them.

Read the full success story.


As you can see from these three very different examples, voice of the customer solutions look different for each brand. What matters most is having a system in place to capture, analyze, and act on customer wants, preferences, and needs.

Listen to your customers, they want to be heard!

→ Download the free guide: Break Out of the Product Management Echo Chamber Using the Voice of the Customer.

If you are ready to create or improve your own voice of the customer solutions, and want to see how Alchemer Mobile (formerly Apptentive) can help, request an Alchemer Mobile (formerly Apptentive) product demo!

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