Voice of the Customer (VoC) programs gather feedback about what customers value, dislike, or want in the future. It uses both qualitative inputs and quantitative data to unveil trends that drive change and improve products and services.
Introduction to Voice of the Customer
Understanding customer opinions is not just about customer experience. It can boost satisfaction and prevent lost revenue. Voice of the Customer (VOC) helps you collect and interpret how people feel about your product or service. This article shows why VOC is vital, how it works in practice, and the ways Loris can jumpstart your strategy with AI-powered insights.
What is the Voice of the Customer (VOC?)
Voice of the Customer (VoC) is all about gathering feedback on what customers value, dislike, or want in the future. Traditionally, this involved qualitative inputs (like interviews or social media conversations) and quantitative data (like satisfaction scores). A well-structured Voice of the Customer approach uncovers trends that drive change, helping organizations improve products and services.
Feedback mechanisms
There are generally two sources of VoC feedback:
- Traditional, explicit feedback: CSAT/NPS surveys delivered at certain points in the customer journey
- Indirect feedback: Call center recordings, chat/email transcripts, product reviews, social media comments, and browsing behaviors.
The main difference between these feedback mechanisms is how aware the customer is that you’re collecting their feedback. It’s been established that surveys create bias, and that participation rates are low, which makes them not that reliable in gathering true customer feelings.
However, but analyzing more “organic” sources, like customer service interactions or online reviews, companies have a complete view of both how customers interact with their offerings and where they’re struggling. This helps detect problems early and spot growth opportunities.
Examples of Voice of the Customer in Action
Retailers, financial institutions, and more use VOC findings to guide decisions. For example, an eCommerce retailer may see a spike in customer service volume saying that a discount code isn’t working. The CX leader can bring that to the marketing team to update their campaigns before that leads to frustrated customers and lost sales.
Similarly, a financial services provider could receive complaints about deposit limits or check clearing times for mobile app users, leading them to adjust their policies so that low risk customers don’t switch to another financial institution. A robust VOC program not only fixes pain points but also fosters loyalty.
Why brands are focusing on VOC
Recent data shows that many people feel brands should truly understand them—81% of service professionals confirm this desire for deeper connection. This is exactly where Loris excels. By analyzing customer conversations, Loris identifies shifting patterns and equips teams to respond quickly to changing preferences. Integrating insights into everyday workflows sparks innovation, adaptability, and real gains in every interaction.
Voice of the Customer Matters More Than Ever
Voice of the Customer Is Important
VOC is essential for any modern business. Companies rely on customer feedback to shape new products, refine services, and inform broader strategies. It’s not just about happy customers; it’s about using real-time customer input to stay competitive and strengthen loyalty.
Supporters Highlight Significant Advantages
When organizations act on direct feedback, they see increases in customer satisfaction and revenue. Poor customer experiences alone cost U.S. companies an estimated $83 billion each year—a stark warning to prioritize listening. Considering that consumers are twice as likely to share negative reviews, recognizing pain points early can prevent bigger issues later. Moreover:
- 72% of consumers will switch brands for a better deal.
- 88% say that good service keeps them coming back.
Forward-thinking companies use Voice of the Customer platforms to gather and analyze feedback from customer service interactions as well as other sources like social media and online reviews. This multi-channel approach gives managers a faster way to respond to shifting customer demands.
Critics Point to Complexity and Costs
Detractors worry that VOC programs can be expensive and complicated. Gathering survey data, setting up analytics tools, and training staff require investment. Large amounts of feedback might overwhelm smaller teams or businesses, making it hard to pinpoint the most important insights.
Overcoming the Challenges
Modern platforms help simplify feedback management by consolidating inputs—like survey data and social comments—into one dashboard. This omni-channel approach spares your team from drowning in info. Instead, they can spot patterns quickly and improve products, call center scripts, or personalized financial advice.
A Clear Conclusion
VOC aligns perfectly with any customer-first strategy. Companies that embrace it see higher satisfaction ratings, stronger loyalty, and measurable growth. By tuning in to the customer voice, leaders can shape deliberate, data-driven actions. Far from a fleeting trend, VoC helps businesses deliver what people truly want—and keeps them coming back.
The New AI-powered Approach to Voice of the Customer: No Surveys Required
AI Shapes VoC Programs
Artificial Intelligence (AI) has become an essential part of business – and the same goes for Voice of the Customer initiatives. By automating customer feedback analysis, AI-powered VOC tools can eliminate the need for CSAT and other surveys as the central mechanism for understanding customers. This also gives you a centralized, real-time look into what customers truly feel and need.
Turning Conversations into Action
Loris is already consolidating millions of customer service and other interactions into a holistic Voice of the Customer (VOC) platform for leading brands. And the insights go beyond simple sentiment analysis, providing:
- Which specific issues are triggering satisfaction or frustration, crucial for quick improvements in fast-changing industries.
- Which of your products are associated with the highest volume or most dissatisfied customers
- Which of your competitors are customers mentioning, indicating a potential risk to your customer base
- What’s the root cause of customer issues beyond what the customer believes the issue to be
Loris also spots emerging issues at low volumes, so you can fix them before they grow. And features like Ask Loris give you a fast way to do in depth analysis that used to take weeks.
Building a Successful Voice of the Customer Program
A well-crafted Voice of the Customer program ensures every customer comment has a purpose, from driving product improvements to boosting loyalty. Below is a step-by-step guide to get you started:
First, Define Your Objectives
Establish clear reasons for collecting feedback—like reducing churn, lifting satisfaction, or increasing conversions. It also helps to get buy-in from other departments in your organization, so they can operationalize this feedback.
Next, Choose the Right Channels
Some organizations will use surveys and analyze customer service interactions to be able to compare and contrast feedback. Others primarily use customer interactions because the volume and speed provides more rich and relevant results. Also, customers of specific industries will use different review sites, so these should also be considered for your program.
Then, Collect Feedback Consistently
A centralized VOC platform and automated data collection helps prevent missed trends or overlooked ideas. It also provides a more reliable source of benchmarking your customer experience.
Analyze Feedback with Loris
Loris transform unstructured data like customer service conversations into actionable insights. By combining customer feedback from multiple channels and highlights patterns, you can easily see both pain points and new opportunities.
Take Action Based on Insights
Don’t just gather feedback—do something with it. If customers keep complaining about a new feature, roll out fixes sooner rather than later. Being responsive shows you value their input and builds trust.
Facilitate Collaboration Across Departments
Share feedback insights with product, marketing, and operations teams. Having wider organizational buy-in will make sure important pieces of feedback make it to the owner of the problem who has the power to fix it. You’ll know that your VOC program is working when groups outside of Customer Experience start asking for access.
Getting Started with Voice of the Customer
By following these steps, you’ll build a VOC program that connects with customers, meets your overall business goals, and unites different teams. The result is a proactive, data-driven culture where customer feedback fuels genuine competitive advantage.
Once you’re ready to get started, talk to the team at Loris to see AI-powered VOC in action.
