The Value of Voice of the Customer Programs

By: Lisa Sigler

May 27, 2016

Customer Engagement
customer experience
customer experience management
Customer Feedback
Voice of the Customer

Are you listening to the Voice of the Customer (VoC)? If not, you should be. In a recent report titled The Top 10 VoC Program Questions Answered, Forrester Research analyst Maxie Schmidt-Subramanian writes, “The VoC helps improve customer experience (CX) and drive significant business value.”

The same report states that “What is the value of a VoC program for an organization?” is one of the top questions Forrester receives. Of course, it takes effort to collect the right tools and resources to see the value from VoC, such as collecting, analyzing, and using the VoC data. Is it worth it?

According to the report, there are three ways a Voice of the Customer program shows value:

1). Improve customers’ experiences.
A formal Voice of the Customer program is often part of a broader Customer Experience Management initiative. The goal is to combine customer feedback with other sources of data to improve the customer journey. VoC data can be used on an individual level, on a systemic level, or on a strategic level.

2). Change company culture.
Operations, training, and recognition programs all benefit from VoC. When employees can see how their actions impact customers, it motivates them to have a customer-first attitude.

3). Deliver business results.
A Voice of the Customer program delivers business results in two ways. The first is by pinpointing individual problems the company can take care of  quickly—for example, by sending a replacement part or making an apology. Customers don’t churn, and their loyalty increases.

The second way to get results is to use the data to fix internal processes. The Forrester report cites the example of Clarabridge CXC award winner DirecTV. By combining several sources of data, including VoC, DirecTV changed its field services organization and realized $34 million in net savings annually.

Effective Voice of the Customer programs spread from top to bottom throughout an organization. VoC also helps companies reach Customer Experience Management maturity. It is a valuable business discipline that puts the customer first.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.