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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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