Contact Center

Strategies for Effective Feedback For Collecting Voice of the Customer

Madhuri Gourav
December 4, 2023
 mins read

Last modified on

In the dynamic world of customer service, understanding the voice of the customer (VoC) is crucial for any call center aiming to enhance customer experience and satisfaction. 

While surveys and feedback forms are common traditional methods, there are a few unconventional techniques that can offer a more in-depth understanding of customers' needs and preferences. 

In order to improve customer intelligence, call center managers and supervisors must learn about these ten creative methods for gathering voice of the customer (VoC) data.

Explore customer intelligence in Convin to collect Voice of the Customer.

What is a Voice of the Customer (VoC) Program, and What Does it Entail?

A Voice of the Customer (VoC) program is a systematic approach to capturing customers' expectations, preferences, and aversions. This program involves collecting direct and indirect feedback from customers about their experiences with and expectations for your products or services.

Key Components of a VoC Program:

  1. Feedback Collection: Gathering data through surveys, interviews, focus groups, social media monitoring, and customer support interactions.
  2. Data Analysis: Utilizing analytical tools to process and interpret the collected data.
  3. Actionable Insights: Translating data into actionable insights to improve products, services, and the overall customer experience.
  4. Continuous Monitoring: Regularly update and monitor the VoC program to ensure it remains relevant and effective.

10 Surprising Methods for Gathering Customer Feedback

Voice of the Customer (VoC) data collection is a critical aspect of understanding and enhancing the customer experience. By employing a variety of techniques, businesses can gather comprehensive insights into customer preferences, expectations, and pain points. Here are some effective VoC data collection techniques:

1. Surveys and Questionnaires

  • Online Surveys: These are versatile tools that can be distributed through various digital channels. They can include a range of question types, from multiple-choice to open-ended responses. The key is to keep them concise to encourage completion while ensuring they are comprehensive enough to gather the necessary insights.
Surveys help understand customers in a better way
Surveys help understand customers in a better way
  • Post-Interaction Surveys: Implemented immediately after a customer interaction (like a purchase or service call), these surveys capture immediate feedback while the experience is still fresh in the customer's mind.

2. In-Depth Interviews

  • One-on-One Interviews: These involve detailed, often face-to-face conversations with customers. They are particularly useful for deep dives into specific issues or for understanding individual customer journeys. The qualitative data gathered here is rich in detail and nuance.

3. Focus Groups

  • Group Discussions: Focus groups bring together a diverse group of customers to discuss their opinions and experiences. This setting can stimulate new ideas and insights as participants react to and build upon each other's contributions.

4. Customer Feedback Forms

  • Feedback Forms on Websites: These are typically short forms embedded on a website or in an app, designed to capture quick, specific feedback from users. They are convenient for customers and can provide immediate insights into user experiences.

5. Social Media Monitoring

  • Listening Tools: Social media platforms are treasure troves of unsolicited customer opinions. Monitoring tools can track mentions of your brand, product, or service, providing real-time feedback and sentiment analysis.

6. Comment Cards

  • Physical or Digital Cards: These are brief feedback forms that customers can quickly fill out at a physical location or online. They are effective for capturing immediate, off-the-cuff reactions to a service or product experience.

7. Online Reviews and Forums

  • Review Sites: Websites like Yelp, TripAdvisor, or Google Reviews offer valuable insights into customer satisfaction and areas for improvement.
  • Forums and Community Boards: These platforms can reveal detailed customer opinions and discussions about your product or service.

8. Customer Support Interactions

  • Support Calls and Chats: Analyzing recordings and transcripts of customer support interactions can reveal common issues, pain points, and the effectiveness of your support team.

9. Transactional Data Analysis

  • Purchase Patterns: Examining customers' buying behaviors, frequency, and preferences can offer insights into their satisfaction and loyalty. This data can help tailor marketing strategies and improve product offerings.

10. Usability Tests

  • Product/Service Testing: Inviting customers to use your product or service in a controlled setting while providing feedback can highlight usability issues and areas for improvement.

Each of these techniques offers unique insights into the customer experience. By combining multiple methods, businesses can gain a comprehensive understanding of their customers' needs, preferences, and pain points, which is crucial for improving products, services, and overall customer satisfaction.

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Benefits of a Voice of the Customer Strategy and Program

  • Enhanced Customer Satisfaction: By understanding and addressing customer needs, companies can improve customer satisfaction and loyalty.
  • Product and Service Improvement: Feedback can guide product development and service enhancements.
  • Better Customer Retention: Satisfied customers are more likely to remain loyal, reducing churn.
  • Increased Revenue: Improved customer experiences can lead to more sales and referrals.
  • Competitive Advantage: A strong VoC program can differentiate a company from its competitors. 

How to Build a Voice of the Customer Program?

  1. Define Objectives: Clearly define what you want to achieve with your VoC program.
  2. Choose the Right Tools: Select tools and methods for collecting and analyzing customer feedback.
  3. Gather Data: Collect feedback across various touchpoints and channels.
  4. Analyze and Interpret Data: Use analytics to uncover trends and insights.
  5. Implement Changes: Apply the insights to make informed decisions and improvements.
  6. Communicate Back: Let customers know their feedback is valued and being acted upon.

VoC Best Practices for every contact center

  • Integrate Multiple Feedback Channels: Use surveys, social media, customer service interactions, and more to gather diverse feedback.
  • Ensure Real-Time Analysis: Leverage tools that offer real-time analytics for prompt action.
  • Close the Loop: Follow up with customers to show that their feedback has led to tangible changes.
  • Employee Training: Train employees to understand and utilize VoC insights effectively.

How to Apply Voice of the Customer Analysis

  • Prioritize Actions: Focus on areas with the greatest impact on the customer experience.
  • Develop a Response Strategy: Create a plan to address the feedback, whether it's product improvements, customer service enhancements, or communication changes.
  • Measure Impact: Continuously measure how changes affect customer satisfaction and business outcomes.

Voice of the Customer Examples

  • Retail: A clothing retailer uses customer feedback to identify desired styles and sizes not currently offered, leading to an expanded and more appealing product line.
  • Software: A software company gathers user feedback to identify common usability issues, leading to a more intuitive interface in the next update.
  • Hospitality: A hotel chain uses guest feedback to revamp its customer service approach, resulting in higher guest satisfaction ratings.

To sum up, a Voice of the Customer program is a crucial resource for any company looking to improve the quality of its products, customer experience, and overall competitiveness in the market. By effectively implementing and maintaining a VoC program, businesses can stay attuned to their customers' needs and preferences, leading to sustained growth and success.

Join the VoC revolution to enhance customer experiences and achieve success. Book a demo for the latest trends and best practices.


1. Which is the voice of customer data collection technique?

VoC data collection techniques, including structured surveys, interviews, feedback forms, social media listening, and online ratings, help businesses understand customer experiences, preferences, and satisfaction levels.

2. What is a great source of voice of the customer data?

Voice of Customer (VoC) data is gathered from various channels and touchpoints where customers interact with a business, including direct interactions, online platforms, product reviews, customer service logs, and sales data. This data provides real-time feedback, insights, and opportunities for improvement in customer service and behavior.

3. How do you analyze customer data voice?

The process of analyzing Voice of Customer (VoC) data involves:

  • Gathering and organizing data
  • Identifying patterns and trends,
  • Assessing sentiment,
  • Segmenting data based on demographics
  • Addressing the root causes,
  • Translating analyzed data into actionable insights,
  • Establishing a continuous monitoring and feedback loop to continuously improve products, services, or customer interactions based on ongoing customer feedback

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