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Implementing an effective Voice of Customer Strategy

One of the key elements to effective and ongoing customer retention, is knowing what your customers needs, wants and desires are. Getting into the hearts and minds of your customers is known as voice of customer strategy, and it is a vital part of effective customer retention and even reactivation strategies.

We’ve all heard the phrase ‘the customer is always right’, and while we may not always agree, it often rings true. After all, without customers and their patronage or investment in your business, you wouldn’t even need to be reading this article.

If you’re experiencing issues with customer retention, high churn rates, or simply need to plan your next big move, knowing how to successfully implement voice of customer strategies should be your next step.

Implementing an Effective Voice of Customer Strategy

Voice of Customer or VOC strategy, is essentially a process whereby valuable data is collected and details your customer’s needs, desires, dislikes, and other aspects such as pain points or processes. This data is then given an order of importance and addressed within the business structures accordingly.

There are two main types of data captured during VOC processes:

Proactive Data: This type of VOC data is often collected as part of market research campaigns, one on one conversations with customers, test customers and so forth.

Reactive Data: This type of VOC data is usually collected during routine customer interactions, such as customer feedback forms, product returns, complaint forms and so on. This kind of VOC data is often negative, as customer are dissatisfied with your services and/or products.

There are a number of ways in which one can implement voice of customer processes in order to capture the relevant data. One of the most effective ways in doing so is via social media platforms such as Twitter and Facebook.

However, direct email is also effective and direct phone call is often seen as the most effective. This is largely because a direct call is the closest to a ‘personal touch’ that you can get in this modern tech-driven age.

To find out more, contact our Head of Business Development, Andrew Foster, at