What Is Voice of Customer Research & How To Implement It?


There is no use in denying the fact that the digital world has changed not only the way businesses operate, but also the way businesses interact and communicate with their customers. Listening to customers’ insights is important for every single company that wants to improve the way they operate and thus engage more with their prospects and turn them into possible paying consumers. I suppose you do understand that market research has always been a thing, as explained here. It’s just that, things have now changed quite a bit as for the way it is done.

One of the techniques that people rely on these days is the Voice of Customer research. If you are a bit new to the game, then you might not exactly know how to implement this research and you might not even be sure what it is. Well, I say it is time to change that. In other words, it is time for you to learn precisely what this strategy entails and how you can implement it and thus use it to your advantage.

What Is It?

Let us start with the basics here. After all, there is absolutely no point in learning how to implement this strategy if you don’t even know what it is in the first place. So, let us first get our facts straight as to what the VoC research entails and then proceed to figuring out exactly how you can do it. One step at a time.

A lot of people confuse this term with the term “customer feedback”, so let us set the record straight here. While there are certainly some similarities to these two techniques, the truth is that the voice of customer research is made to dig a bit deeper and to get some more precise and more comprehensive pieces of information. In addition to checking whether customers are satisfied with certain products and services, it also helps companies get some more useful data.

You can read more about this strategy here: https://en.wikipedia.org/wiki/Voice_of_the_customer

So, apart from determining whether customers are happy with certain services, this strategy focuses also on checking customers’ needs and expectations. This further helps them figure out how they could improve their existing products and services, as well as which new ones they might add to the mix. VoC helps businesses understand human emotions and expectations, thus leading them towards making the necessary changes in the way they operate, all with the aim of providing better value to their audience.

How To Implement It?

Now that you understand precisely what VoC is and how it can be of help, you have probably become interested in how to actually implement it. After all, there’s no use in getting familiar with it if you don’t learn how to use it to your advantage. Well, don’t worry, you are definitely about to find that out right now, meaning that you’ll know exactly what to do after finishing this article.

The key is, obviously, in collecting VoC data from your customers. And, you can do this in three different ways, i.e. using three different methods. The best thing to do is combine them all, because that’s what will lead you towards getting the most comprehensive information, i.e. the info you need in order to make the necessary improvements and thus become more appealing to your audience. Let’s check out those three different ways of doing things.

  1. Directly

First things first, there is the direct option that allows you to research voice of customer and it consists of you getting direct feedback from your customers, either from certain surveys, or through social media. Direct feedback is amazing because you get clear and straightforward information on what it is that certain people think about your services and your products. Certain feedback forms and surveys are the techniques used in this specific method of getting information. Just make sure to formulate the questions the right way, so that you can get the most accurate feedback.

  1. Indirectly

Indirect VoC refers to what your audience is saying about you to other people and it is just as important as the direct option mentioned above. You should use platforms like Instagram, Facebook, Twitter and similar ones to your advantage, with the aim of gathering information. Then, you should analyze the info you get and thus identify customer trends and sentiments.

  1. Through Inferred Feedback

Inferred feedback refers to you making assumptions regarding the likes and dislikes of your audience. If sales are dropping, then you should conclude that there is something in your services and products that you should change in order to accommodate the audience better. This data is usually the most difficult to gather, but it is extremely valuable, so make sure not to ignore it.