16 Voice Of The Customer Recommendations

I recently published a report called Sixteen Voice Of The Customer Recommendations. To uncover this advice, I analyzed the 40 nominations submitted for Forrester’s Voice Of The Customer (VoC) Award from earlier this year. I examined responses to the question: “What lessons have you learned that would be most valuable to other firms?

The analysis uncovered these 16 recommendations across 5 categories:


The report included more than 50 snippets of advice in these areas. Here are a few of my favorites: 

“VoC collection, reporting, and action (and NPS, in our case) is a journey — culture shift, statistics, change management, etc. — it takes time, you learn as you go, the journey never ends. Take it in bite-size chunks, otherwise you’ll choke.” (Consumer electronics company)

“We have found the open-ended feedback from customer surveys to be even more vital to our actions than the analysis of the scores themselves. It is this feedback that gets to the core of the voice of customer and provides the ‘why’ to the ‘what’ (the score itself).” (Insurance company)

“You have to democratize the VoC feedback. When you put the VoC data in the hands of the organization, you enable them to make interpretations and to contextualize the voice of the customer into the business problems they’re trying to solve.” (Healthcare company)

The bottom line: It’s time to ramp up your VoC efforts!

Written by 

I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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