5 voice of customer examples that you should not ignore

Your customers are busy talking about you — to their friends, family, on social media, and places you cannot even imagine. As a savvy entrepreneur, you realize that everything being said about you is a potential goldmine – you can get lots of feedback to improve your business. Thankfully, there are several ways and voice of customer examples to be inspired and start listening to your customers better. 

In this article, let us look at how companies and entrepreneurs like you harness customers’ voices to improve their products, pivot faster, and achieve their goals. At the same time, let us look at how you can create a simple voice of customer strategy for your business. 

What is the voice of customer?

Person on bullhorn, yelling.

It is no secret that the more you listen to your customers, the better your chances of running a profitable business. In fact, the most successful entrepreneurs and businesses are built on the foundations laid by the Voice of Customer (VoC).

  • According to Forbes, customer-centric companies are 60% more profitable than companies that disregard the voice of customers.  
  • Accenture reports that 91% of customers are most likely to shop with companies that offer personalized recommendations based on the voice of customer. 

If you are wondering about the meaning of Voice of Customer, it is nothing fancy — just the process of collecting customer feedback and acting on it.

Many online resources will try to confuse you with technical terms. But in reality, it is nothing more than gauging how customers perceive your brand and what you can do to improve the perception. 

Companies analyze the voice of customers to bridge the gap between what customers want and what is currently on offer. When done well, exploring the voice of customers will help you improve customer success metrics, reduce churn, and grow your sales. 

Voice of customer process & strategy: Brief overview

Capturing and analyzing the voice of the customer is like getting the secret success formula whispered in your year. But how do you get started with it? 

Fundamentally, having a voice of customer strategy involves three simple steps: 

  • Gathering data
  • Analyzing data
  • Making informed decisions
voice of customer examples -strategy and process

You can gather data from internal sources like market research surveys, customer interactions, or email to gather data. Online reviews and social media comments are also excellent sources of customer data. 

Analyzing the data will help you find insights and make informed decisions. For example, a simple market research survey response can tell you that while customers love you, but they hate your customer support team’s response timings. Or your onboarding process could have been clearer to them. These insights can help refine your processes, strategy, and product decisions. 

Best Voice of Customer examples for your business

Okay, you have got your basics clear. To get started with capturing the voice of customers, you need the following: 

  • A problem statement, like why are customers abandoning their cart? 
  • A source or tool to collect the voice of customers, like a survey tool or a customer feedback analysis solution
  • Automation or AI software to analyze the results

While brainstorming on a problem statement is a subjective decision, here are five examples that you can use as a source of voice of customers for your business: 

Market research surveys. 

Sending your customers a market research or feedback survey is the easiest way to capture VoC. It is as simple as asking them directly what they need. You can use a market research survey tool to set up a simple survey, send it to your customers, and analyze the results. 

If you are in retail, you can even give freebies in return for survey responses, as Subway does with their walk-in customers. 

voice of customer example - subway
Subway – Voice of Customer Survey

Completing this one-minute survey gives customers a free coupon code they can redeem in-store. In return, Subway gets invaluable insights into in-store customer satisfaction. 

Also Read: Market Research Surveys: All You Need to Know

Online behavior. 

Did you know you can use your website to capture the voice of the customer? If this is an insight, you should explore website heatmap tools like Hotjar. 

Such tools help you analyze your customer behavior — like which page they spent the most time on, which section compelled them to stop scrolling, how many clicks happened before they finally bought something, and so on. 

You know how crucial this data can be, especially when optimizing your conversion strategy. Taskworld, a SaaS-based project management tool, used the same strategy to capture the voice of customers. 

voice of customer example - taskworld
Source: Hotjar

It helped them improve their conversions by up to 40% and reduce dropoffs by 4.5%. They used Hotjar to find out the problems with their signup page. They found out they needed to drop the fields on their signup page to just one — an email ID and optimize their CTA. 

Customer interactions like live chat, service calls, etc. 

If your customers keep calling you or connecting to support via chat, you can use this information to gather relevant data. This data will provide direct feedback on how your support team is working. 

You can even use a sentiment analysis tool to grade customer interactions on your support tickets. Or you can work towards building an omnichannel voice of customer strategy that takes data from different mediums — live chat dashboard, support desk, email, calls, etc. to give you a complete picture. 

Online reviews. 

Your customers are talking about you online, whether you track it or not. In fact, 90% of consumers check online reviews from others before buying anything. Think of online reviews as user-generated content that your customers (and others) are voluntarily creating for you. This is an excellent example of the voice of the customer. 

As customers provide genuine feedback in reviews, you can learn a lot about how they feel, what they love, their dislikes and more by scanning online reviews. 

Use online platforms like G2, Capterra, TrustRadius, Trustpilot, etc., to capture VoC data. If you have got a Google My Business profile, you can also use that to capture the voice of the customer. 

Did you know? 

You can use GapScout to scan online platforms and capture online reviews about you (and your competitors) on autopilot. Just set it up, and it will automatically capture the customer’s voice and bring you deep insights about what they want from you. 

You can also use sentiment analysis tools to analyze online reviews to understand if users are happy, sad, hate, or love your products. 

Social media.  

Like online reviews, social media comments can be a goldmine for customers’ opinions. We all have seen people posting reviews of their favorite products on TikTok. Well, use it to your benefit. 

You can use social listening tools to track social media activity around your brand name or business. Every time someone posts something about you, you will get data. Isn’t that amazing?

Thankfully, technology has made it easy for you to harness the power of voice of customer examples shared above. All you need is a reliable tool to capture and analyze your customer’s opinion, and you are all set for decision-making.

Start listening to voice of customer with GapScout.

You cannot ignore your customer’s voice if you want to grow in 2023. In fact, you should cling to every opportunity that brings customers’ voice closer to your ear, like GapScout. 

GapScout acts as an obedient soldier that travels all corners of the internet to bring you every single review, chatter, opinion, and voice about you or your competitor.

The result — you are well-informed to make better decisions regarding product, marketing, and business, helping you achieve a product-market fit and the path towards profitability. 

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Anmol Sachdeva
Anmol Sachdeva
Anmol is an independent content marketing consultant who loves to write actionable pieces on small business growth, marketing automation, market research, and growth as a solopreneur. Reach out on Twitter.

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