A satisfied customer might come back. A loyal one never leaves and probably brings their companions, too. But here’s the uncomfortable truth: many businesses stop at satisfaction surveys as a way of satisfying the voice of the customer and assume loyalty will follow.
In reality, satisfaction doesn’t always mean commitment. Customers might smile today and switch to a competitor tomorrow. Not because your product failed, but because they felt unheard, unseen, or replaceable.
And by the time you realize what went wrong, they’ve already left the service and products your company offers. So, what can you do, as a business owner or decision maker? One of the ways is to actually take time understanding what the customer expects from you.
This article will dive deep into what voice of the customer (VoC) is, why it’s important, and how to implement surveys that actually work for you. Tayo ay magsimula na!
Key Takeaways
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What is the Voice of the Customer (VoC)?
Voice of the Customer (VoC) is the process of understanding what customers think and feel about their experiences with a business. It helps companies learn what customers expect from their products or services.
This process also involves gathering and analyzing feedback to improve the customer experience (CX) and support business growth. In many industries, the quality of CX is a key factor that sets businesses apart from competitors. Having a VoC program ensures that customer opinions are collected and valued in business decisions.
To understand the VoC, companies look at two types of input:
- Indirect input is based on customer behaviors. This includes analyzing purchase data, market research, product usage, and website analytics.
- Direct input comes from what customers directly say. Companies gather this by monitoring social media for brand or product mentions, collecting both positive and negative feedback, and conducting customer interviews.
Why is Voice of the Customer Important for Business?
Voice of the Customer (VoC) data plays a key role in helping businesses become more customer-focused and competitive. By learning what customers need, prefer, and expect, companies can make smarter decisions that improve both the customer experience and business results.
With this data, CX leaders and business teams can:
- Find out why feedback scores, like Net Promoter Scores (NPS), fall short and fix the root causes.
- Understand what customers truly want and what issues frustrate them.
- Decide which improvements matter most to increase customer satisfaction and drive better results.
- See how customers view the value of the company’s products and services to refine business offers.
- Check if the company keeps its promises and uncover areas where it falls short.
- Use customer insights to improve products and services, making them more relevant to the market.
- Ask for feedback to explore new ways to stand out from competitors.
- Unlock new marketing ideas and business opportunities based on what customers actually say.
VoC programs also lead to clear business benefits:
- Stronger customer loyalty and retention. Customers stay longer and remain loyal when they know their opinions shape products and services.
- Higher revenue and more referrals. Satisfied customers tend to buy again and recommend the brand to others.
- Better experiences across every stage of the customer journey. From the first interaction to after-sales support, companies can make every touchpoint smoother and more rewarding.
- Stronger products and services. Businesses can address weak points and release products that meet customer expectations more effectively.
Voice of the Customer Methodologies: How to Collect Feedback
Businesses can gather direct customer feedback and build a VoC program through several effective methods:
- Customer Advisory Council. Form a group of existing customers to regularly share feedback and discuss experiences.
- Surveys and Product Reviews. Send short surveys during transactions or detailed questionnaires via email to engaged customers. Product reviews also provide valuable insights.
- Mystery Shopping. Assign customers to evaluate products and services by experiencing them firsthand, helping identify gaps in the customer journey.
- Net Promoter Score (NPS). Use NPS to measure customer loyalty and track additional metrics like Customer Health Score and Customer Effort Score (CES) for a complete view.
- Social Media Monitoring. Track brand mentions and customer opinions on platforms like Facebook, Reddit, and Quora using social listening tools.
- Live Chat and Support Logs. Review chat transcripts and support call logs to identify common issues and customer concerns.
- Focus Groups. Conduct small group discussions to gather feedback on new products, branding, or campaigns.
- Phone Conversations. Analyze customer calls and recordings to capture feedback and emotional responses that digital tools may miss.
- Customer-Facing Employees. Gather insights from support and sales teams who frequently hear customer feedback and understand their needs.
As there are so many channels you need to manage, not to mention the methods you need to engage your customers, just manually managing them might not be enough. Therefore, you might need to use systems like CRM or ERP software for managing all the activities.
Are you curious how much a CRM system will cost you? Click on the pricing scheme banner here to find out!
Building a Successful VoC Program
Running a Voice of the Customer (VoC) program helps businesses build stronger customer loyalty and offer products and services that bring more value. To make the program effective, companies should involve people from different departments when deciding what feedback to collect.
This includes key roles like the chief information officer, chief customer officer, chief marketing officer, chief revenue officer, and data analysts or scientists.
After setting up the team and gathering customer feedback, the next step is to develop a clear plan for using the data. Here are some best practices to follow:
1. Define the Target Audience
Companies should decide which customer segments, buyer personas, or demographics to focus on. Knowing who the customers are helps determine the best ways to collect feedback and which methods will work most effectively.
2. Understand Customer Values
It’s important to learn how customers connect with the brand and whether they share common values. CX teams should identify these values to build stronger, more meaningful relationships with customers.
3. Choose the Right VoC Tools
VoC software helps analyze customer data and gather feedback from different channels. When choosing a tool, businesses should check if it works well with their current CRM systems and provides strong data analysis. Comparing several options will help find the tool that fits best.
4. Analyze Data to Find Patterns and Trends
Look at qualitative data to uncover issues with products or customer service. Quantitative data, like how often customers use certain product features, can show which offerings are successful and which ones need improvement.
5. Share Insights Across the Company
Sharing feedback results with different teams ensures everyone understands what customers expect and how their work affects customer satisfaction. This helps each department take relevant actions based on the insights.
6. Take Action on Customer Feedback
Businesses should use what they’ve learned to make real improvements, such as fixing customer service problems or developing new products and services that better meet customer needs.
7. Measure the Results
Customer satisfaction should always be the top priority. After making changes, companies need to check if customers are happy with the improvements and if those changes achieve the desired results.
8. Keep Improving the VoC Program
Feedback programs shouldn’t stay the same forever. Businesses should regularly review and update them, whether by changing survey questions or finding better ways to connect with customers and collect feedback.
Finally, gathering customer feedback shouldn’t be a one-time activity. It needs to happen continuously throughout the entire customer journey so businesses can stay in tune with changing customer expectations.
Important Metrics to Track VoC Success
Organizations that run Voice of the Customer (VoC) programs should track several key customer metrics to fully understand customer experiences and make informed business decisions.
These metrics help measure everything from customer satisfaction to long-term loyalty and business value. Below are the most important metrics to monitor:
1. Customer Satisfaction Score (CSAT)
CSAT measures how satisfied customers feel right after an experience. For example, after a support call, a company might ask, “How satisfied were you with our service today?” on a scale of 1 to 5.
If most customers give a rating of 4 or 5, it shows they’re happy with the support team’s response. But if ratings average around 2 or 3, it’s a clear signal that the support experience needs improvement.
2. Net Promoter Score (NPS)
NPS asks customers, “How likely are you to recommend our product to others?” For instance, if an electronics store receives frequent scores of 9 or 10 from buyers of its latest smartphone model, that’s a sign customers are highly satisfied and will likely promote it through word of mouth.
On the other hand, if many customers respond with scores below 7, the company may need to investigate recurring complaints, such as battery issues or poor after-sales service.
3. Customer Effort Score (CES)
CES tracks how easy it is for customers to interact with the brand. For example, if a customer tries to process a product return online but has to go through multiple forms and long approval times, they may rate the experience as difficult.
If the process is simple, like initiating a return in two clicks and receiving instant confirmation, the CES score will likely be high, showing that the company has reduced customer effort successfully.
4. Customer Sentiment Analysis
Sentiment analysis helps companies understand the emotional tone behind feedback. For example, if a restaurant frequently sees words like “delicious,” “amazing service,” and “cozy atmosphere” in online reviews, the sentiment is clearly positive.
But if reviews often mention “bland food,” “slow service,” or “dirty tables,” this indicates negative sentiment, even if customers didn’t formally complain through surveys.
5. Customer Lifetime Value (CLV)
CLV shows the total value a customer brings to the business over time. For example, a popular milk tea shop in Manila may calculate that loyal customers who visit three times a week spend around PHP 15,000 per year, while occasional buyers only spend about PHP 1,500 annually.
Knowing this, the shop might offer exclusive loyalty cards or special discounts for regular customers to keep them coming back and increase their long-term value.
6. VoC Feedback Volume
This metric tracks how much feedback is coming in. For instance, a fashion retailer might notice that a new clothing line receives over 500 reviews and social media mentions in the first week, providing plenty of insights into what customers like or dislike.
If another product launch only gets 50 comments, the company might try to encourage more reviews by offering incentives or asking for feedback through follow-up emails.
7. Customer Retention Rate
This measures how many customers stick with the brand over time. For example, a subscription-based video streaming service might calculate that 85% of users renew their subscriptions each month.
If the retention rate drops to 60% after introducing a price increase, it’s a clear sign that the change negatively affected customer loyalty.
Examples of Survey Questions for Your Business
The questions a company asks in its Voice of the Customer (VoC) program should match its business goals. Each objective requires a different set of questions to gather the most relevant insights from the target audience.
1. For Understanding Customer Profiles
If the goal is to learn more about who the customers are, the company should focus on basic demographic and background questions. Examples include:
- Which age group are you part of? (e.g., 18-24, 25-34, 35-44)
- How do you identify in terms of gender?
- What is the highest educational level you’ve completed?
- How many employees are in your company or organization?
For example, a bank promoting new SME loan programs might ask about company size to tailor offers specifically for small business owners in the Philippines.
2. For Improving Customer Retention
If the company wants to keep existing customers, it should gather feedback about satisfaction and how customers view its offerings compared to competitors. Questions might include:
- How does [company or product] compare to other brands you’ve tried, like [local competitor]?
- What do you like most about [company or product]?
- What would you like us to improve in our [service/product]?
For instance, a mobile wallet app like GCash or Maya might ask users whether their app experience feels smoother compared to other digital wallets, and which features customers find most useful.
3. For Gaining New Customers
When the focus is on attracting new customers, companies need to understand how people make purchasing decisions. A good question could be:
- What factors matter most to you when choosing a [product or service]? (e.g., price, convenience, promos, after-sales support)
A popular example is a broadband internet provider asking what customers prioritize—faster internet speed, reliable customer service, or affordable plans—before signing up.
4. For Building a Stronger Brand Image
If the goal is to improve how people perceive the brand, companies should explore brand recognition and recall. Questions may include:
- What’s the first word or phrase that comes to mind when you hear [company or product name]?
- Which brand comes to mind first when you think about [product category]?
- Where did you last see or hear about [company or brand]? (e.g., Facebook ads, YouTube, billboards, community events)
For example, a popular fast-food chain like Jollibee might ask if customers recall seeing their latest commercial or campaign, and whether the brand makes them think of family bonding or celebrations.
Turn Customer Feedback into Results with HashMicro CRM
Collecting feedback is just the start; the real challenge comes from turning it into meaningful improvements. HashMicro CRM centralizes feedback from surveys, social media, and customer interactions to provide a clear view of what matters most to your customers.
With actionable insights, your team makes smarter decisions, whether by improving a product based on common feedback or adjusting services to boost satisfaction scores. You also track key metrics like NPS and customer retention through easy-to-understand reports.
Beyond data, HashMicro CRM helps your business create memorable experiences. By understanding each customer’s history and preferences, your team delivers personal, thoughtful interactions that build loyalty, because customers stay where they feel valued.
So how do you transform VoC into meaningful acts? Here’s how, with HashMicro’s features:
- Customer, Leads, and Sales Funnel Management: Track every customer interaction and sales opportunity to avoid losing potential business.
- Integrated to WhatsApp Channels: Reach customers through a familiar and widely used communication channel for faster responses.
- Automated Scoring to Assess Lead Quality: Prioritize high-potential leads based on real-time data and behavior patterns.
- In-Depth CRM Reports (Leads, Follow Ups, Lead Lifetime Report, Activity KPI Report, etc.): Gain actionable insights from detailed reports to guide smarter business decisions.
- Meeting Scheduling & Past Meetings Tracking: Keep a complete record of customer meetings to maintain continuity in every conversation.
- Activity Scheduling and Monitoring: Assign activities to team members and monitor completion to improve accountability.
- CRM Mobile Apps with Offline Mode: Access customer data and update records even without an internet connection.
Conclusion
Listening to your customers isn’t just good practice. It’s the smartest way to grow and stay competitive today. When you know exactly what customers want, creating better products and experiences becomes a whole lot easier.
HashMicro CRM makes that process feel less like guesswork and more like having a clear roadmap to success. With everything from customer insights to lead management in one place, your team moves faster and works smarter.
Why settle for good enough when your business can become the one customers actually remember and recommend? HashMicro CRM helps you make every interaction count and turn happy customers into loyal patrons.
If this software piques your interest, book a free demo today!
FAQ on Voice of the Customer
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What are common challenges in implementing a Voice of the Customer program?
Some businesses find it hard to get enough feedback because not many customers respond. Others get too much feedback and don’t know how to use it. VoC programs can also struggle if company leaders don’t support them or if different teams don’t share information. To make it work, businesses need the right tools and teamwork to turn feedback into real improvements.
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How does Voice of the Customer differ from customer satisfaction surveys?
Customer satisfaction surveys usually ask about one specific experience, like a recent purchase or support call. VoC goes deeper—it looks at how customers feel and what they need throughout their entire journey with the brand. It helps businesses understand the big picture, not just how one moment went.
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How can Voice of the Customer insights be integrated into product development?
Feedback from customers can help companies build better products. It shows which features people really want, what needs to change, and how to improve after launch. Involving customers during product development makes sure the end result is something they’ll actually use and enjoy.
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What are best practices for analyzing Voice of the Customer data?
To get useful insights, it’s best to look at both numbers (like ratings) and written comments. Try to spot common topics and check if feedback is mostly positive or negative. Watching feedback in real time also helps solve problems quickly. The goal is to understand what matters most to customers and use that to guide decisions.
