5 Powerful Voice of the Customer Techniques That Bring Out Customer Feedback

Aleksandar Nikoloski Sep 04, 2023

Reading Time: 5 minutes

You’re always looking for ways to understand your customers better, right? Well, you’re in the right place! We’ll introduce you to five powerful ‘Voice of the Customer’ techniques that’ll deliver invaluable insight straight from your customers’ mouths. It’s not just about listening, it’s about understanding, adapting, and improving.

So buckle up, and let’s dive into the world of enhanced customer feedback!

What is Voice of the Customer (VoC)

VoC, or Voice of the Customer, is a research method that’s used to capture customers’ expectations, preferences, and aversions. This technique aims to give you a deeper understanding of your customer’s needs and wants, allowing you to tailor your products or services appropriately.

Now, you might be wondering, how does one gather this so-called voice of customer? Well, it’s simpler than you’d think. You can begin by encouraging customer feedback through surveys, feedback forms, or even social media platforms. You’d be surprised at how much people are willing to share when asked!

Customer feedback is the heart of the VoC process. It’s in these responses that you’ll find valuable customer insights that can steer your business in the right direction. It can reveal what’s working, what’s not, and what changes or improvements your customers are longing for.

using voc techniques to improve your business through customer feedback.

Benefits of using Voice of the Customer research in your business

Implementing this research in your enterprise can greatly enhance your understanding of your client’s wants and needs. Voice of the Customer (VoC) research can provide invaluable insights into your customer’s mindset, allowing you to tailor your products and services to better meet their expectations.

You’ll appreciate the advantages that come with this research. It’s not just about improving your products or services. It’s also about enhancing the entire customer experience. With VoC data, you’ll have a clearer picture of what your customers value most. You can then prioritize these elements in your business strategies.

Additionally, you’ll find that VoC research can help identify potential issues before they become significant problems. It’s a proactive approach that can save you time and resources in the long run.

But the benefits don’t stop there. By understanding your customers’ needs on a deeper level, you can develop stronger relationships with them. These relationships are key to customer loyalty and retention.

In the end, VoC research isn’t just a tool for improvement; it’s a pathway to sustainable business growth. So, don’t overlook the potential that lies in the voice of your customers. Listen, understand, act, and watch your enterprise thrive.

5 Voice of the Customer Techniques

Now, let us delve into the essential techniques that can amplify the voice of your customer, providing invaluable insight for your business.

We’ll explore customer surveys, delve into customer reviews, discuss the influence of social media, test the waters with user testing, and uncover the power of emails.

Understanding and implementing these techniques can dramatically enhance your connection with your customers, ensuring their voices aren’t just heard, but acted on.

Customer surveys

They’re a popular and effective tool for gathering customer feedback. Yes, we’re talking about customer surveys.

You’ve seen them, you’ve filled them out, but have you ever considered using them for your business? They’re a gold mine of information. By using them, you’re giving your customers a platform to voice their opinions, satisfaction level, and potential improvements they’d like to see.

This crucial feedback can help you tweak your product or service to meet customer expectations better. Remember, it’s not just about collecting data but interpreting it effectively. So, don’t just leave the surveys in the dark after you’ve collected them.

Analyze, understand, and act on the feedback you receive. It’s a powerful way to keep your customers satisfied and your business thriving.

Customer Reviews

Just like surveys, online reviews can offer invaluable insights into what’s working and what’s not in your business. You can’t underestimate the power of an honest review.

It’s like having a conversation with your customer, even if it’s a one-sided one. You’ll get first-hand feedback about your products or services, and most importantly, you’ll hear it straight from the horse’s mouth.

You’ll understand what your customers love, what they don’t, and what they’d like to see improved. And it’s not just about the negatives. Positive reviews can boost your reputation, drive more traffic to your site, and increase sales.

Social media

It’s essential to monitor your company’s social media channels as they offer a wealth of real-time feedback and insights from users. You’d be surprised how much customers share about their experiences with products and services. These platforms provide an unfiltered look into what they really think.

Utilize Twitter, Facebook, Instagram, and LinkedIn to interact with your audience and gain valuable customer feedback. Make sure you’re not just broadcasting, but also engaging in conversations. Listen to their praises and complaints. Respond promptly, show appreciation for their input, and take their suggestions to heart.

It’s a two-way street; you’re not only gaining insights but also building relationships. Remember, your customers’ voices on social media can be a powerful tool for improving your business.

User testing

Conducting user testing is an effective way to understand how your audience interacts with your product or service. It’s a hands-on approach to accumulating direct feedback from your customers. Remember, you’re not just observing their interaction; you’re also gathering their honest feedback.

This real-time information can highlight areas for improvement in your product or service that you might’ve overlooked.

Don’t shy away from this technique just because it seems time-consuming or complex. You’ll be surprised how much you can learn from a single user test. You’ll see your product from a different perspective – the customer’s perspective.

It’s time to step into their shoes, understand their needs, and make the necessary changes. In the end, user testing brings you one step closer to perfecting your product or service.


You’re likely aware that emails can serve as a fantastic tool for connecting with your audience and providing updates about your product or service.

But did you know they’re also great for gathering customer feedback? With the right strategy, you can transform a simple email into a powerful voice of the customer technique.

Start by personalizing your emails. You’ll get a better response. Then, ask direct questions. You want to know what your customers think, don’t you?

Make sure you’re not overwhelming them with too many questions. Also, consider offering incentives for feedback. It’s a small price to pay for valuable insights.

Final thoughts:

You’ve seen the power of VoC techniques. They’re not just buzzwords, they’re tools to tap into your customers’ minds.

By using VoC research, you’re making smart business moves that lead to growth. You’re fostering stronger relationships, improving your products, and boosting your bottom line.

So, don’t wait. Start implementing these techniques now! Your customers’ feedback is waiting for you.

Frequently Asked Questions

It’s hard to give a one-size-fits-all answer. Your time and resources depend on your company’s size and complexity. But you’ll generally need a few months and dedicated staff to implement a voice of the customer program.

Yes, VOC techniques can be more effective in service industries like ecommerce, hospitality, retail, or healthcare. They’re directly interacting with customers daily, so gathering and using customer feedback can significantly improve their service quality.

Amazon is a good example. They’ve excelled by constantly seeking customer feedback shaping their services based on responses. It’s a prime example of VoC benefits.

Sure, common challenges in implementing VOC techniques include gathering enough feedback and analyzing it effectively. You can mitigate these by using targeted surveys and investing in good analytical tools. Don’t ignore negative feedback either.


About the author

Aleksandar Nikoloski

Aleks is BGS’s Head of Revenue Optimization, an author, and a speaker. He has helped rapid-scale dozens of 6, 7, and multiple 8-figure stores as part of BGS’s Amplify Partnership program. He has gotten one store from $2.6 million a year to $6.7 million a year in 24 months, while another from doing $300k/month to doing over $2 million/month in less than 6 months, just to mention a few. The BGS team calls him the “Site Whisperer” because of his ability to find site nuances that derail the customers’ journey and cause purchase friction. Extremely meticulous and analytical, he credits all of this success to data and accurate interpretation of that data, as well as his ability to implement and test new ideas almost immediately.

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