When brands listen to and act on the voice of the customer (often referred to as “VoC”), it can completely revolutionize the way their business operates. When you listen to your customers, you can make more informed product decisions, create a better mobile app experience, develop successful marketing campaigns, launch loyalty programs that actually retain customers, and much more. Our guide, Break Out of the Product Management Echo Chamber Using the Voice of the Customer, will help you understand the ins and outs of VoC data and how you can use that data to make better product decisions.
What you’ll learn
- What is VoC
- How companies use VoC data
- Why VoC is valuable
- How to create a better VoC program
- Voice of the customer templates
Definition of the voice of the customer (VoC)
To put it simply, the VoC is everything your customers think and feel about your customer experience. It’s become a standard business term used to describe the process of collecting data about customer expectations, preferences, and dislikes. Once companies collect that VoC data, they can use those insights to inform their mobile strategy, loyalty programs, marketing campaigns, product roadmap, and more.
The voice of the customer includes answers to questions like:
- What do your customers like?
- What do your customers not like?
- What do your customers want?
- How do your customers feel about the customer experience?
- Why do unhappy customers feel the way they do?
- How do specific cohorts of customers feel in comparison to each other? (i.e. loyalty program members versus non-loyalty members)
- Why do certain customers churn?
Why voice of the customer is so valuable
A deep understanding of the VoC equips companies with the information they need to increase revenue by preventing churn, increasing loyal customers, and creating better customer experiences.