What are the key success factors of a Voice of the Customer Program?

Real-time surveys collect specific data with a view to continuous company improvement. On the one hand, quantitative data enables you to take immediate action on established processes in response to customer feedback, and on the other, qualitative data allows you to keep an eye on employee attitudes and customer perception.

When customers express an opinion about their experience with your company, it is important to take action. This allows the company to actively renew itself based on the comments of current customers and prove that the steps taken to listen to them are sincere. To do so, it is crucial to collect and quantify the voice of the customer: in fact, the more a comment is recurrent, the more it becomes necessary to take it into consideration effectively. The collection of qualitative data allows us to analyze the reasons and causes of discontent with a specific issue. When we know what the problem is specifically, it becomes easier to act and put solutions in place to improve and renew internal processes. Prior to taking action, it would nonetheless be important to ask questions, such as: What are the benefits of this action? Are the benefits measurable? Has this action been or should it be tested? Which metric will allow me to compare the before and after of this change in terms of satisfaction?

Two levels of action within your organization

  • Operational actions: in general, they are implemented more quickly. They would have the effect of actively improving existing processes, such as employee courtesy, service offered, store cleanliness, etc.
  • Strategic actions: they require a global, more in-depth transformation of existing processes. For example, reviewing the customer management process.

Here is a list of concrete actions to improve services or products in response to customer feedback.

➢     Customer-oriented employee training

➢     Implementing new processes

➢     Improving the customer experience offered

➢     Improving customer management

➢     Engagement and raising awareness among employees


Voice of Customer (VoC) Program

“Voice of Customer” (VoC) is an approach aimed at prioritizing the needs of the customer within all spheres of the company. The term “Voice of Customer” is commonly used to indicate that a company directs all of its strategic decisions towards listening to its clientele in order to provide a successful customer experience and thus obtain satisfactory loyalty and likelihood to recommend rates (ex.: Net Promoter® Score). (For more information on this service, click here)

What are the key success factors of a Voice of the Customer Program that make it possible for your organization to act?


  1. Analyze the Customer Journey. All actions undertaken, whether operational or strategic, are based on data from an analysis of the customer’s journey. Thus,   interviewing the right person, at the right time and the right place, asking the right questions are all essential to enable an organization to implement concrete actions on issues of concern.


  1. Appoint one person or a team dedicated to continuous improvement. A key factor in program success. The appointed person’s role is to be a key actor within the organization. He or she will help to identify any of the organization’s shortcomings, prioritize actions efficiently, and implement and measure concrete solutions within the organization. It is important for this person or team to have cross-sector expertise as it will facilitate the operational implementation of solutions.


  1. Gear the development strategy towards the customer. This requires strong involvement of the entire organization, but above all, Management. A member of management should be assigned as a sponsor of the Voice of the Customer Program. This person will be able to act as a facilitator throughout the process (from choosing a partner for VoC solutions to changing internal processes). Occasionally, some of the shortcomings criticized by customers require challenging current processes; with the support of a key Management resource, decision making will be all the more quick and efficient.


  1. Involve the entire organization around the program and offer autonomy to key people within your organization so that they can act according to their level of involvement. For example, providing relevant customer service information to the store manager so that he or she can directly improve processes at his or her store.
  2. Use actual examples to advocate good practices! It is essential to promote, disseminate and share positive experiences in order to raise awareness throughout the organization about delivering the “perfect experience” to the customer.


  1. Personalize service in response to any discontent. We already know the importance of personalized marketing within a company. It also becomes important to personalize the response to the customer. Two of your customers’ experiences may have similar results in terms of their responses, but this does not necessarily mean that you should respond to them in exactly the same way. It is important to analyze context in order to offer the most suitable response to your customers.
Share this post
Go back to the ressources