Voice of Customer Analysis: Everything You Need to Know

by | Sep 15, 2023 | Voice of Customer Analysis

The voice of the customer (VoC) contains invaluable insights that can make or break a business. This article will explore what VoC analysis entails, its benefits, and how you can implement it in your organization.

What is Voice of Customer Analysis

What is Voice of Customer Analysis?

Voice of Customer (VoC) analysis is a market research technique used to gather and analyze customer feedback and opinions about a product, service, or brand. It involves collecting data from various sources such as surveys, interviews, social media, customer reviews, and feedback forms to understand customer needs, preferences, and expectations.

The goal of VoC analysis is to gain insights into the customer’s perspective and use that information to improve products or services, enhance customer experience, and make informed business decisions. It helps organizations understand what customers like or dislike about their offerings, identify areas for improvement, and identify trends or patterns in customer feedback.

VoC analysis typically involves the following steps:

1. Data Collection

Data collection is the first critical step in voice of customer analysis. It involves setting up various channels to gather raw, unfiltered feedback from customers.

  • Conduct surveys via email, web, mobile apps to gather feedback across customer journey stages. Ask specific questions to probe priorities, needs.
  • Set up post-interaction surveys after support calls, chat sessions, purchases to capture immediate sentiments.
  • Monitor social media conversations on owned and public channels to identify real-time feedback and complaints.
  • Enable review collection across website, apps, third-party sites to attract authentic, detailed reviews.
  • Run focus groups and interviews to uncover qualitative insights from verbal responses and conversations.
  • Gather operational data like support tickets, returns/exchanges to identify recurring pain points.
  • Compile customer usage data like clicks, journeys, searches to analyze behavioral patterns.

The goal is to cast as wide a net as possible to capture comprehensive, multi-channel feedback. This requires identifying appropriate collection methods for different customer segments and touchpoints.

2. Data Analysis

After gathering all the customer feedback data, systematic analysis is required to derive value from it.

  • Use text analytics to extract common topics, keywords, and phrases from unstructured survey responses, social posts, reviews.
  • Run sentiment analysis to classify feedback as positive, negative or neutral to gauge overall customer perception.
  • Perform speech analysis on call transcripts and interviews to identify trends and correlations.
  • Integrate feedback data with CRM data to connect insights with customer profile attributes and journey history.
  • Identify patterns like recurring complaints, spikes in negative sentiment, intersecting topics across channels.
  • Triangulate insights from different sources to derive deeper meaning and validate findings.
  • Use dashboards and visualizations to spot trends and monitor KPIs over time.

Thorough analysis turns disconnected snippets of customer feedback into a cohesive narrative that identifies opportunities.

The elements of Voice of Customer analysis

3. Insight Generation

The most important step is generating strategic insights from the customer feedback that will drive business impact.

  • Identify root causes of complaints to diagnose systemic issues affecting customers.
  • Pinpoint friction points in the customer journey where satisfaction declines.
  • Determine true needs and motivations driving customer behavior and priorities.
  • Spot gaps between customer expectations and actual experiences.
  • Find emerging trends in the data that reveal shifting customer preferences.
  • Compare metrics across customer segments and touchpoints to uncover variances.
  • Prioritize insights that align with business goals and have greatest revenue impact.

The goal is to synthesize findings into a consolidated set of compelling insights that provide direction and focus for action.

4. Action Planning

The final step is defining what actions to take based on the VoC insights uncovered.

  • Improve weak points in existing customer journeys based on identified friction points.
  • Develop new offerings or features that address unmet customer needs.
  • Overhaul processes that repeatedly cause poor experiences or dissatisfaction.
  • Implement mechanisms to better anticipate and respond to evolving customer expectations.
  • Devise initiatives to increase satisfaction among struggling segments.
  • Conduct competitive analysis to develop alternatives for dissatisfied customers.
  • Share insights cross-department to align around customer-centric goals.

The goal is to drive real change across the organization and throughout the customer lifecycle based on feedback. VoC analysis is made impactful when insights spark definitive action.
VoC analysis provides organizations with valuable information that can be used to drive product development, marketing strategies, customer service improvements, and overall business growth. By listening to the voice of the customer, companies can better meet customer needs and stay competitive in the market.

The Power of VoC Analysis in Today’s Business Landscape

The Power of VoC Analysis in Today's Business Landscape

Your customers’ voice holds tremendous power. Their experiences and sentiments can make or break your business.

Here’s why VoC should be your top priority:

VoC Analysis Provides a Cumulative View of the Customer Experience

Voice of Customer (VoC) analysis provides a cumulative view of the customer experience by collecting and analyzing feedback from various sources over a period of time. It helps organizations understand the overall perception and satisfaction levels of their customers.

By gathering feedback from multiple touchpoints such as surveys, customer reviews, social media, and customer support interactions, VoC analysis allows companies to capture a comprehensive picture of the customer journey. This includes understanding the different stages of the customer experience, identifying pain points or areas of improvement, and recognizing moments of delight or satisfaction.

VoC Initiatives Drive Business Success

VoC initiatives play a crucial role in driving business success. By actively listening to and understanding the voice of the customer, organizations can make informed decisions and take actions that lead to improved customer satisfaction, loyalty, and ultimately, business growth.

Here are some ways in which VoC initiatives contribute to business success:

1. Customer-Centric Approach

VoC initiatives help organizations adopt a customer-centric mindset by focusing on meeting customer needs and expectations. This leads to the development of products and services that align with customer preferences, resulting in higher customer satisfaction and loyalty.

2. Improved Customer Experience

By analyzing customer feedback, organizations can identify pain points and areas of improvement in the customer journey. This allows them to make targeted enhancements to processes, systems, and touchpoints, leading to a smoother and more enjoyable customer experience.

3. Competitive Advantage

Understanding the voice of the customer gives organizations a competitive edge by enabling them to differentiate themselves from competitors. By consistently delivering on customer expectations and addressing their concerns, businesses can attract and retain customers in a crowded marketplace.

4. Innovation and Product Development

 VoC initiatives provide valuable insights into customer needs, desires, and pain points. This information can be used to drive innovation and guide product development efforts. By creating products that directly address customer needs, organizations can increase their chances of success in the market.

5. Brand Reputation and Advocacy

Satisfied customers are more likely to become brand advocates and recommend a company’s products or services to others. VoC initiatives help organizations identify loyal customers who can serve as brand ambassadors, thereby enhancing brand reputation and driving new business opportunities through positive word-of-mouth.

Overall, VoC initiatives enable organizations to make data-driven decisions, improve customer satisfaction, drive loyalty, and ultimately achieve business success by aligning their strategies with the voice of the customer. expectations.

The Changing Dynamics of VoC in the Pandemic Era

The Changing Dynamics of VoC in the Pandemic Era

The COVID-19 pandemic caused dramatic shifts in consumer behaviors, priorities and expectations. This created new challenges and opportunities for companies to adapt based on evolving customer needs.

Here are some key ways VoC dynamics changed during the pandemic:

  • Channel migration – Customers relied more on digital channels and less on in-store, forcing brands to capture VoC across web, mobile apps and social media.
  • New priorities – Preferences shifted toward contactless services, buy online pickup in store (BOPIS), delivery, safety assurances and flexible policies.
  • Work-life integration –  With remote work/learning, customers sought better integration of shopping and home life through subscriptions, family offers.
  • Value consciousness – Economic uncertainty made customers more price-sensitive, seeking discounts, budget brands and value offers.
  • Wellness focus –  A new focus on home, health and wellness emerged, with demand for fitness equipment, home office gear, recreational items.
  • Community support – Customers favored local businesses that supported communities and frontline workers with donations and special accommodations.

Leading companies adapted quickly by using VoC insights, including:

  • Accelerating digital channel development.
  • Introducing curbside pickup and contactless delivery.
  • Promoting safety protocols and sanitization prominently.
  • Launching budget sub-brands and value product lines.
  • Spotlighting pandemic community support and local partnerships.

The pandemic underscored the growing importance of listening to customers and adapt at the pace of change. VoC proved vital for resilience and relevance.

Elements of a Winning VoC Program

Elements of a Winning VoC Program

Want to build an effective VoC program? Here are key steps:

1. Identify Key Questions

The first step in developing an effective VoC program is to clearly identify the key questions you want to answer to meet core business goals. Rather than just gathering general feedback, it is important to structure your initiatives around specific objectives. For example, key questions could include:

  • What specific product attributes and features are most important to our customers when making purchase decisions? This can help prioritize roadmap development.
  • Where are the biggest friction points or fall-offs in conversion rates in our e-commerce shopping journey? Fixing these can directly impact revenue growth.
  • How can we improve onboarding and initial setup to increase new customer retention? Improving this critical touchpoint provides big wins.
  • What additional services or integrations do our power users request most frequently? Meeting these needs can boost share of wallet.
  • What perceptions of our brand experience do lapsed customers describe that caused them to churn? Reversing these perceptions is key to winning them back.

The process starts by cross-checking business goals against what critical questions VoC could help answer. Then initiatives like surveys and social listening can be designed specifically to illuminate those focus areas. Beginning with clear questions Provides direction and alignment.

2. Select the Right Method Mix

A strategic VoC program employs both direct and indirect methods to gather comprehensive insights. Direct methods like interviews, surveys, reviews and focus groups explicitly ask customers for feedback on their experiences, priorities, and pain points. This elicits detailed, conscious perspectives. Indirect methods like social media monitoring, web tracking and customer service analysis observe implicit cues from organic behaviors and conversations. This provides an unfiltered view.

Using both approaches provides more well-rounded, accurate insights compared to relying solely on one or the other. The conscious insights from surveys can validate and expand on the unprompted cues gathered through indirect observation. Together they provide a complete view of the customer voice.

Capture Feedback Across Touchpoints

3. Capture Feedback Across Touchpoints

To develop a holistic view, it’s critical to intercept customers across different touchpoints and map the feedback to each stage. For example, surveying customers right after initial signup provides different insights on their onboarding experience compared to general surveys months later. Some key touchpoints are:

  • Purchase Stage – Probe shoppers on what motivated or deterred purchase to improve conversion.
  • Onboarding Stage – Gather immediate post-signup feedback on ease of setup, account creation, initial use.
  • Usage Stage – Analyze feedback from ongoing use to identify usability issues and feature enhancement requests.
  • Renewal Stage – Survey customers nearing renewal on satisfaction and likelihood to continue service.
  • Cancellation Stage – Request feedback from churned customers on their reasons for canceling to diagnose issues.

Tying feedback directly to the touchpoint when it occurs provides more granular, actionable insights to enhance each phase of the journey. The customer voice sounds different at each stage, and mapping feedback accordingly reveals improvement opportunities specific to that touchpoint.

4. Solicit Authentic, Unfiltered Feedback

The most valuable VoC insights come directly from the customer’s mouth – raw, unfiltered, and honest. To capture this, it’s essential to create conditions where customers feel comfortable openly sharing uncensored feedback. Useful tactics include:

  • Maintaining anonymity in surveys and interviews so customers speak freely without concern of judgment.
  • Analyzing candid conversations in social media groups and forums where people organically discuss experiences.
  • Incentivizing ratings and reviews to attract honest opinions from both satisfied and dissatisfied customers.
  • Communicating how feedback is used to improve products and services to motivate participation.
  • Allowing free-form survey responses instead of just multiple choice questions.
  • Probing disagreements to understand dissenting perspectives rather than dismissing them.
  • Minimizing business filtering of feedback before analysis is performed.

The goal is to hear the unvarnished truth, not just what companies want to hear. This level of authenticity and transparency in VoC practices builds customer trust while driving more meaningful improvements.

5. Continuously Analyze and Interpret Insights

Analyzing VoC data is crucial for identifying trends and opportunities. Dedicate resources for:

  • Social listening across channels.
  • Speech transcription and analysis.
  • Text analysis – keywords, sentiment, topics.
  • Integrating and benchmarking metrics.

Continuous analysis enables you to swiftly act on emerging insights.

Speech Analytics Power Up VoC

Speech Analytics Power Up VoC

Want to extract deeper VoC insights? Speech analytics is invaluable for understanding customer perceptions, emotions, and needs.

Transcribe Interactions

Transcribing customer interactions using tools like speech transcription software allows organizations to have a written record of customer conversations. This not only helps in analyzing the content of the interactions but also enables organizations to search and extract valuable insights from the text data.

Centralize Data

Aggregate unstructured feedback data – like call transcripts, surveys, social media – into a central repository. This provides a “single source of truth” for analysis. Centralization enables connecting insights across datasets to derive deeper meaning.

Identify Topics

Leverage tools like topic modeling to automatically identify key themes across sources. This reveals customers’ main interests, needs and pain points. Topic analysis provides a high-level overview of the customer mindset.

Analyze Sentiment

Sentiment analysis classifies feedback as positive, negative or neutral. Tools analyze language, emojis, slang, tenses and conversational patterns. Sentiment helps quantify the overall customer perception of experiences.

Create Associations

Look for correlations between feedback topics, sentiment, products, services. This provides a nuanced understanding of how specific offerings resonate with customers. Associations identify root causes behind sentiment.

Enable Automation

Automate speech analytics workflows to quickly surface insights at scale. Assign smart tags and categories to expedite analysis. Automation accelerates analysis to provide more timely insights.

Technologies to Enable VoC Analysis

Technologies to Enable VoC Analysis

Want to leverage VoC analysis across the enterprise? These technologies can help:

VoC Analytics Platforms

End-to-end platforms like Verint aggregate, analyze and visualize VoC data from multiple sources. Built-in speech analytics and NLP provide deeper insights. They consolidate tools and data onto a single platform. This simplifies analysis and provides a complete VoC view.

Speech Analytics Software

Powerful speech analytics tools help mine customer calls for feedback. Automated transcription, category tagging, analysis and reporting transforms voice data into insights. Speech analytics unlocks insights from customer conversations. The automated analysis saves time and resources.

Text Analytics Tools

Text analytics software analyzes written feedback – surveys, reviews, social posts – to uncover sentiment, trends and relationships. Text analytics interprets meaning within textual data at scale. It surfaces hidden insights quickly from large volumes of text.

BI and Data Visualization

Integrate VoC insights with CRM and business data. Visualize trends through dashboards in tools like Tableau and Power BI. BI tools connect insights to business metrics. Visualizations make insights easily consumable.

VoC Software

Dedicated VoC solutions like FocusVision consolidate and analyze feedback. Customizable dashboards, targeted surveys, and workflow automation streamline VoC processes. VoC software centralizes and optimizes analysis. This amplifies the business impact of VoC.

Social Media Monitoring

Monitor social conversations across channels for real-time VoC insights. AI tools incorporate analytics for deeper analysis. Social monitoring provides real-time VoC from public forums. Built-in analytics enable deriving deeper meaning.


Benefits of Aligning Your Organization Around VoC

voice of customer analysis

1. Understanding Customer Needs and Expectations

VoC provides direct insights into what customers want and expect from your brand. This enables aligning offerings and experiences to meet customer needs. It also reveals changing preferences to adapt quickly to market shifts.

2. Improving Products and Services

VoC identifies weak points and opportunities to improve offerings. Customer feedback provides real-world input to enhance products and services. This drives innovation based on what customers actually value and need.

3. Enhancing Customer Loyalty and Satisfaction

VoC initiatives demonstrate you are listening to customers and acting on feedback. This builds trust, engagement and satisfaction. Happier, loyal customers become brand advocates.

4. Increasing Customer Retention and Advocacy

VoC identifies pain points early to improve experiences and minimize churn. Positive experiences inspire customers to voluntarily promote your brand through referrals and word-of-mouth.

5. Staying Ahead of the Competition

VoC provides market insights that competitors miss out on. You can gain strategic advantage by acting on feedback to stay ahead of market trends and expectations.

voice of customer analysis

Proactive Ways to Capture More VoC Insights

Don’t wait for feedback to come to you. Here are proactive ways to gather richer VoC insights:

Intercept Multiple Touchpoints

Gather granular insights by probing customer interactions along the entire journey – signup, onboarding, usage,Renewal, cancellation. Map feedback to each touchpoint stage. Target surveys to specific interactions. This provides tailored insights to enhance each touchpoint.

Vary Survey Questions

Keep surveys dynamic. Rotate specialty questions on emerging topics while retaining core questions. This captures evolving sentiments. Refreshing questions keeps customers engaged. It reveals shifting needs and preferences.

Reach Out to Detractors

Don’t miss the opportunity to engage dissatisfied customers. Analyze their feedback and proactively contact them to rebuild goodwill. Understand reasons for dissatisfaction. Provide resolution where possible. Detractor outreach can regain trust.

Monitor Multiple Social Sites

Expand listening beyond Twitter and Facebook. Monitor relevant forums, communities, and platforms popular with your audience. Each platform has unique conversational dynamics. You get more representative insights by expanding listening touchpoints.

Analyze Competitor Offerings

Learn from competitors’ strengths and weaknesses through comparative analysis. Identify gaps where customers need better solutions. Benchmark competitor successes as inspiration for improvements. Identify weaknesses to win over their customers.

VoC Software Centralizes Insights for Actionability

VoC Software Centralizes Insights for Actionability

VoC software makes gathering, analyzing and mobilizing insights simple. Here are key capabilities:

Aggregate Disparate Data

Unify structured and unstructured feedback data – call transcripts, chat logs, social posts, surveys. Derive connections between data. Consolidation provides complete, correlated insights.

Automate Workflows

Trigger surveys on set events, schedule social listening, and push insights to relevant teams – without manual oversight. Automation increases efficiency and timeliness.

AI-Powered Analysis

NLP summarizes key themes and topics. Sentiment analysis classifies feedback. Identify trends and correlations. AI derives deeper insights from data at scale.

Interactive Dashboards

Visualize VoC metrics, sentiment, relationships, trends through custom dashboards. Drill-down by products, segments, topics and keywords. Dashboards make insights interactive and accessible.

Collaboration Tools

Annotate, tag and share insights cross-department. Discuss opportunities to establish alignment. Enables aligning around insights across the organization.

Workflow Integration

Embed VoC across systems and processes – CRM, support, product management, marketing. No more siloed data. VoC seamlessly integrates into key workflows.

Custom Reporting

Create detailed reports for stakeholders on feedback volume, topics, trends, follow-ups, impact and recommendations. Reports communicate insights to key decision makers.

Adapting VoC for Digital-First Customers

Adapting VoC for Digital-First Customers

Digital and social channels have opened new avenues for customers to express themselves. Here are tips to capture relevant insights:

Monitor Social and Community Channels

Analyze candid feedback shared on community forums and social media. Listen beyond Facebook and Twitter. People express themselves openly in these public forums. The unfiltered conversations provide authentic, organic feedback.

Enable In-App Feedback

Embed quick pulse surveys at key in-app experiences. For example, rate the checkout flow or search experience. In-app provides contextual insights tied to specific interactions. Prompting feedback in-journey removes recall bias.

Analyze App Store Reviews

App store ratings and reviews provide useful feature requests, complaints and praise to guide improvements. Reviews offer detailed, personal perspectives on real-world usage. Aggregate review analysis reveals broad needs.

Track Digital Body Language

Analyze clickstream data, site searches, and web page response times for cues on preferences and difficulties. Behavioral patterns reveal pain points and needs. Clicks show what engages customers.

Proactively Elicit Feedback

Don’t just wait for feedback – ask for it! Guest surveys, chatbots, and feedback buttons make sharing easy. Removing friction in providing feedback encourages participation. Proactive elicitation shows you want to listen.

Close the Loop

Let customers know you hear them. Share updates prompted by digital feedback to foster engagement. Closing the loop improves perception of your responsiveness. Customers feel valued when companies act on their input.

Conclusion: It’s Time to Listen to Customers

The importance of listening to customers cannot be overstated. By actively seeking and valuing their feedback, businesses can gain valuable insights into their needs, preferences, and pain points. This information can then be used to make informed decisions, improve products and services, and ultimately enhance the overall customer experience.

In today’s highly competitive market, customer satisfaction is a key differentiator. Brands that prioritize listening to their customers and take action based on their feedback are more likely to succeed and thrive. By putting the customer at the center of your business strategy, you can build strong relationships, foster loyalty, and ultimately drive growth.

It’s time for businesses to recognize the power of customer voices and make listening a priority. The conversation starts now – are you ready to listen?

Transform your strategy with ProductScope’s Voice of Customer Analysis Tool! Harness AI-powered sentiment analysis on thousands of reviews. Get insights fast and supercharge your growth. Dive in now!


What is the Voice of the Customer (VoC)?

The Voice of the Customer (VoC) is a cumulative representation of your customers’ experiences, feelings, and expectations concerning your brand. It’s typically gathered through feedback, reviews, surveys, interviews, and metrics.

How Do Brands Use Voc Data?

Brands utilize VoC data to better align with their customers. They anticipate shifting consumer preferences, test new products, ensure customer satisfaction, and maintain high retention rates. Analyzing insights and sentiments from VoC data helps companies stay closely aligned with their customers.

What is the importance of genuine, organic feedback in VoC?

Genuine, organic feedback is crucial as it provides an unfiltered view of customers’ experiences and feelings. Brands use various tools, including surveys, interviews, and social media sentiment analysis, to obtain authentic feedback, ensuring they capture the true voice of their customers.

How Do Online Surveys Contribute to VoC?

Online surveys are effective tools for collecting feedback as they are quick, convenient, and anonymous. By offering an unobtrusive survey option, brands enable customers to provide genuine feedback without investing much time and effort.

What Role Does Social Listening Play in VoC?

Social listening allows brands to obtain feedback from their social media presence and their customers’ profiles. Unlike structured feedback methods, social media offers a platform where users freely express their genuine beliefs, providing brands with actionable insights.

Why Are Customer Reviews Vital for VoC Data?

Customer reviews are rich sources of VoC data, often being extremely positive or negative. These reviews reflect customers’ real-world experiences with products and services, providing brands with action

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