Voice of the Customer
What is it and why does it matter?
Today’s market leading organisations are utilising voice of the customer research to better understand the needs and requirements of customers on a deeper level. By implementing voice of the customer surveys throughout the customer journey organisations can understand what matters the most and what action needs to be taken to improve satisfaction, build loyalty and maximise profitability.
Through voice of customer surveys, VOC programs aim to collect more in-depth feedback about your customers’ needs, expectations and preferences enabling you to make product and service improvements.
VOC survey programs have gained real traction in recent years and are a fast-growing segment of many organisations’ core business strategy, particularly large brands in competitive marketplaces where customer experience is the key to driving more sales.
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VOC survey questions
Capture the right responses
If you’re to better understand your customers’ perceptions, experiences and expectations of your brand and make the improvements you need, its essential to ask the right voice of the customer questions. And given the many touchpoints that a customer can have with you, it’s vital that your voc survey questions are relevant to that particular experience – whether that’s examining customer satisfaction with a support call, or an in-store experience, or exploring how easily they could navigate your company website or app.
For customers who have just completed a service or support call, voice of the customer survey questions you could ask them include:
Overall, how would you rate the quality of your customer service experience today?
How well did we understand your questions and concerns?
Voice of customer survey questions could be valuable when examining the in-store experience too. Suitable questions could include:
How would you describe your experience in our store?
How likely are you to recommend our store to your friends and family?
Similarly, you could ask some customer opinion survey questions for those trying to get information or make purchases on your website. Sample questions could include:
Overall, how well did our website meet your needs?
How easy was it to find what you were looking for on our website?
VOC survey programs – maximising feedback
From product, client or customer service satisfaction, to a support evaluation or buying experience, there can be many areas and touchpoints on a customers’ journey that you’ll want a greater insight into. If you’re to gain the greatest value from deploying a VOC survey program, it’s important you maximise feedback collection. Many organisations rely on just one or two channels but SmartSurvey provide you with an omnichannel feedback solution enabling you to collect feedback across many different channels to get the insight you need.
Below are some example channels that you could use as part of your Voice of the customer survey program.
Voice of the customer benefits
Top five benefits you can achieve with an effective VOC survey program include
Voice of the customer templates
From what you should be asking your customers, to the types of questions you should be using, it can be daunting to know where to start when you’re trying to create your first survey. So, to help you we’ve developed a great selection of fully customisable templates for you to choose from.