Voice of the customer, or VoC, is a process where your company seeks customer feedback about their experiences with your products and services, then turns that feedback into usable insights.

Creating an effective VoC process is at the core of any successful customer experience programme. Think of it this way—customer experiences are what you deliver. Voice of the customer tells you how those experiences actually land.

Implementing a voice of the customer programme is critical to the success of your business. Not only does it provide insights that can help you improve customer engagement and retention, but it also demonstrates to customers that you’re listening and acting on their needs and expectations.