How to collect Voice of the Customer data

One of the best ways for a company to improve its customer experience is to understand and act on what its customers are saying. In fact, incorporating and prioritizing the customer’s needs are at the heart of any effective continuous improvement model. After all, added value can be defined as something the customer is willing to pay for. That’s why collecting Voice of the Customer (VoC) data is a must. Here’s an overview of what you should know.

What is voice of customer?

Voice of the Customer (VoC) is a term used to describe the in-depth process of gathering customer feedback. It’s a market research technique that aims to help businesses directly improve their products and services by learning about their customers wants, needs and expectations.


Why collect voice of customer data?

In order for businesses to understand what they’re doing well and where they need to make improvements, collecting data is a must. Furthermore, the voice of customers needs to be shared across all departments within an organization. Fortunately, Bambou Space’s Bottom-Up™ Solution allows businesses to do just that. This platform allows all employees to implement constructive ideas based on the customer’s feedback and include it in a continuous improvement process.


It begins with data collection

The first step in the VoC process is data collection. This step involves conducting surveys, monitoring social media and leveraging various interactive tools and platforms to gather customer information.


Tools and digital platforms

Today’s customers interact with businesses across multiple platforms. Therefore, businesses must do the same when it comes to capturing and collecting VoC data. Here’s an overview of some of the best digital tools and platforms for gathering VoC information.


Transactional emails

A great way for businesses to interact with their customers and collect targeted information about their behaviours, is to use transactional emails. For example, a business could send an email to a recurring client asking them to provide feedback about their latest interaction, or they could inquire about why they abandoned their cart and didn’t complete a purchase on their website.


Online reviews

One of the best ways for businesses to tap into both positive and negative feedback about their products and services is to monitor online reviews. For example, third-party online review websites like Trip Advisor and Yelp allow customers to leave star ratings and detailed critiques about different products, services, experiences and more. This allows companies to monitor their brand’s reputation and find out what their customers are saying about them.


Social Media

An invaluable tool in collecting VoC data, social media sites allow businesses to practice social listening. For example, companies can scour comments and posts about their brand on networks like Twitter, Facebook and Instagram to monitor what their customers are saying about them. This allows them to get an honest and unfiltered view of what their clientele really thinks about their products and services.


Online surveys

A fantastic way for businesses to gather VoC information about their clients is to use online surveys. They can simultaneously collect quantitative data in the form of yes or no questions, as well as qualitative feedback in the form of open-ended questions. Furthermore, online surveys are scalable and can be presented in a variety of formats, including in apps and on websites.


Google My Business

Customers can leave ratings and review about businesses using the features provided by Google. Using GMB (Google My Business), companies are able to respond directly to reviewers to improve their experience with the brand. For example, if a customer mentions having difficulty returning an item, the business can directly respond to the review and offer assistance.


Additionally, reading Google reviews allows companies to learn a lot about their reputation and better understand their strengths and weaknesses. They can then use this information to improve the way they do business.


Interactive Tools

Hotjar, SurveyMonkey and other interactive tools allow businesses to see their website through the eyes of their customers to continuously improve online experiences.


Customer relationship management systems (CRMs)

Businesses can use CRMs to connect data points regarding website navigation history, purchase patterns and transactional data to help them learn more about their customer’s behaviours.


Direct Interactions

Direct interactions are a great way to build impactful relationships with internal and external customers. External customers are the people that pay for and use the products or services your company offers. For these customers, conducting phone surveys and online chats can play a major part in understanding what your clientele wants and needs. On the other hand, internal customers can be employees or partners within your company. For these customers, short, semi-structured interviews work better than surveys.


Sales Teams

Through face-to-face interactions, sales teams can identify their target market and determine the selling points that appeal to them most. This direct feedback can provide sales teams with more comprehensive industry knowledge, insights and experiences, which can then be used to improve the customer experience.


Market Research

Marketing teams can use information gathered from focus groups and telephone surveys to create better-targeted campaigns that highlight the value propositions customers most care about. During these interactions, interviewers can ask immediate follow-up questions to gain deeper insights into the thoughts and opinions of their customers.


Market research information can be shared with multiple teams within an organization so necessary adjustments can be made across the board. Critical insights gained can also help prioritize future releases and updates.


Interactive voice response (IVR) systems

When it comes to collecting VoC data, IVR technology can be used to create short, automated surveys to help businesses collect caller data and feedback. It’s a cost-effective method of gathering information as agent intervention isn’t required.


Furthermore, IVR systems can be used to reduce hold times by helping users find answers and perform simple tasks themselves, such as paying a bill or tracking a package. A well-designed IVR system collects information about the caller and their needs before routing them to an agent, allowing their concerns to be addressed quickly and effectively.


VoC Tools

There are a variety of VoC tools that companies can use to collect and analyze customer feedback. In general, these tools can be classified under three main categories: reporting and analytics, automation and customer journey. In practical terms, this means that some voice of customer tools analyze customer behaviour, some scrutinize unstructured data, such as open-ended survey responses, and some focus on quantifying and cross-referencing online data to create detailed reports.


Build a customer-centric business model with Bambou

By collecting Voice of the Customer data, companies can build better customer experiences. When a business is designed around their customers’ needs and wants, a positive experience can be delivered almost every time. If you want to make continuous improvement part of your business strategy, contact the team at Bambou Space.