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Amplifying the Customer’s Voice: Crafting an Effective VOC Program for Organizational Success

Have you ever wondered why some businesses thrive while others struggle to keep their customers? The answer often lies in how they listen. Customer feedback is the compass that guides businesses towards customer success, and the Voice of the Customer (VoC) program is the map that charts the course. A staggering 89% of consumers switch allegiance after a poor customer experience. Yet, when businesses respond to negative feedback, 46% of consumers feel value. With VoC programs now becoming a cornerstone of business strategies, it’s clear that understanding your customer’s voice is not just beneficial—it’s essential.

Understanding VOC and Its Importance

What’s the secret sauce behind successful businesses? It’s the Voice of the Customer (VoC). In essence, VoC captures the feedback and expectations customers have regarding products or services. This invaluable insight helps businesses bridge the gap between customer expectations and reality, leading to enhanced products and services.

By tuning into the VoC, businesses not only elevate customer experiences but also foster loyalty, optimize offerings, and even cut costs. Think of VoC as the compass guiding a ship—without it, businesses sail blindly, missing opportunities to truly connect with their audience.

VOC Programs for B2B SaaS companies

Below are some of the VOC Programs that can be added as part of execution strategy

Quarterly / Half Yearly NPSFor all the customers, you should do either quarterly NPS / VOC feedback. Focus on getting atleast 45% response rate. Quarterly / Half YearlyEmail
CSATInteraction based. Transactional in nature. Good to start with Support feedback. Short 2 questions have higher feedback responseEvery Tickets / Chat interactionEmail / In-app
Product RequestsCan be reactive. Part of product or driven through Customer Success Managers / Account Managers through personalized emails.Available always. No campaign required.In-app

How to you get more than 50% response rates for your VOC Program?

  • Make the feedback response not more than 3/4 questions!
  • Send the feedback at the right time! E.g – After a milestone – deal closure, onboarding completion etc ..
  • Always “Close the Loop”. Response, acknowledge to the feedback. If required, follow up with queries to understand more about the feedback.
  • Update about the progress of the feedback within reasonable time – say within 1 month or so.

The Disconnect: Internal Feedback vs. Actual VOC

Frequency of Evaluating Internal Feedback Do companies truly listen? A mere 52% of customers believe brands act on their feedback. This isn’t due to a lack of visionary leadership or hardworking teams. Instead, the crux lies in the absence of a structured process to channelize customer feedback into actionable insights. Imagine a symphony where the conductor doesn’t heed the musicians; the result? A cacophony rather than harmony.

Misalignment with Actual VOC The Voice of the Customer (VoC) is like a compass, guiding businesses towards customer needs. However, when internal feedback doesn’t mirror this voice, companies risk sailing in the wrong direction. Relying on biased or limited internal feedback is akin to using a faulty compass; it might seem right but leads you astray. This misalignment can result in missed opportunities and growing customer dissatisfaction.

In essence, for businesses to truly resonate with their audience, they must bridge the gap between internal perceptions and the actual voice of their customers.

Streamlining Customer Feedback: Identifying What Truly Matters

The Challenge of Over-Rotating on a Single Customer Interaction
Imagine steering a ship based on a single star, only to realize it’s a satellite. Similarly, over-relying on a single customer interaction can misguide businesses. According to a study, only 52% of customers believe brands act on their feedback, suggesting a gap between internal actions and customer perceptions. Without a streamlined process, feedback can scatter across multiple channels, causing confusion and delays.

Strategies to Filter and Prioritize Feedback
To navigate the vast ocean of feedback, businesses must categorize it, like sorting stars by constellations. Setting clear expectations ensures feedback aligns with business goals. Prioritizing feedback based on its impact and using dedicated communication channels can further refine the process. By integrating feedback from all departments and acting on it, businesses can truly align with their customers’ voice.

Voice of Customer

Building an Effective VOC Program: Steps and Best Practices

Steps to Create a VOC Program: Imagine crafting a symphony; each instrument plays a vital role. Similarly, in a VOC program:

  • Set clear objectives, harmonizing with company goals.
  • Recognize your audience and establish listening posts within their journey.
  • Design a feedback collection, analysis, and action process.
  • Rank feedback based on business impact.
  • Assemble a cross-functional team, your orchestra, to manage the program.
  • Broadcast feedback and act to refine the customer experience.

Best Practices for Effectiveness: Like a chef using the best ingredients for a gourmet dish:

  • Clarify feedback expectations with customers.
  • Sort feedback into categories like product and service.
  • Streamline feedback via distinct communication channels.
  • Gather feedback from all departments, ensuring a holistic view.
  • Utilize tech for text analytics and sentiment analysis.
  • Ensure actionable insights from feedback analysis.

Remember, 94% of companies using VOC analytics enhance their customer experience. By following these steps, businesses can resonate with their customers, much like a symphony resonates with its audience.


In the evolving business landscape, understanding and valuing the Voice of the Customer is paramount. By effectively harnessing VOC programs and aligning them with actionable insights, businesses can foster unparalleled customer loyalty and drive transformative growth. Listen, adapt, and thrive.


FAQ Section

Q: What is VOC?

A: VOC stands for Voice of the Customer. It is the feedback and expectations customers have regarding products or services.

Q: Why is VOC important?

A: VOC is important because it helps businesses bridge the gap between customer expectations and reality, leading to enhanced products and services. By tuning into the VoC, businesses not only elevate customer experiences but also foster loyalty, optimize offerings, and even cut costs.

Q: How can businesses streamline customer feedback?

A: Businesses can streamline customer feedback by categorizing feedback, setting clear expectations, prioritizing feedback, creating communication channels, collecting feedback from all functions, and acting on feedback. By doing so, businesses can avoid over-rotating on a single customer interaction and ensure that they are collecting feedback that is relevant to their business goals.

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Picture of Rajat Shukla

Rajat Shukla

Passionate about all things Entrepreneurship, Tech, SaaS, and Business.

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