How to Build a Customer Experience and VoC Team Mission Statement

Sarah Simon

Sarah Simon

Author Bio

With over 20 years’ experience in customer experience, Sarah’s passion lies in operationalizing the Voice of Customer to drive outstanding customer experiences. Her specialties include VoC architecture, developing linkages to business performance, reduction of customer defection and analyzing customer feedback to tell the customer’s story. Her expertise in VoC survey design has combined with omni-channel customer listening to structure sophisticated, customer-friendly VoC programs. 

Currently, she serves as VoC Consulting Director at Confirmit, where she combines her industry thought-leadership with customized needs-analysis to architect new feedback initiatives and corresponding customer experience strategies. She also runs diagnostics on existing programs to optimize structure and function to yield significant business insights from mature programs.

Author Bio

How to define, create and apply voice of the customer and customer experience mission statements

Watch a webinar with Sarah Simon, Senior Director, CX Consulting at Confirmit that shows how to use maturity modeling to understand where to focus in order take your CX program to the next level. 

Watch Webinar


My personal journey

Like many customer experience and market insights professionals, I often struggle to describe to those outside of our industry what I do for a living. I decided I need a way to summarize my exciting and purposeful career in just one breath.  This is what I came up with:

Sarah’s Mission: Partner with diverse clients to build customer insights strategies that generate measurable improvements in customer experience, retention and advocacy.

I’ve posted this to my LinkedIn profile to serve as a public statement of my intentions and a reminder to myself whom I serve and why I do what I do.

Your team (customer insights, Voice of the Customer (VoC), customer experience (CX), etc.) should have a mission statement, too! Let me explain…

Purpose: What is a mission statement and why does your team need one?

A mission statement communicates your intentions, motivates your team and inspires your colleagues.  It defines your team’s purpose and the primary objectives of your program.  It states the measures against which success will be defined.  It helps you define both what you are, and what you are not.  

Application: Putting it to use

First, your mission must be stated and communicated.  The best mission statement in the world does no good if it lies hidden on your hard drive.  Go ahead and post it on your intranet page, pin it on your office wall and tag your email signature with it.

Next, your mission must be used to guide decision making.  Faced with a challenging project dilemma?  Pressured to conduct out-of-scope work?  Encourage members of your team to weigh important decisions against your mission statement.


A strong customer experience team mission statement should be:

  1. Inspiring
  2. Motivational
  3. Concise
  4. Precise
  5. Memorable
  6. Clear
  7. Meaningful
  8. Measurable

It’s also paramount that a VoC / CX team mission statement be aligned with the goals of your organization overall.

One breath: Strive for as few words as possible

Your mission statement should be as concise as possible.  It only needs to include these elements:

  • Verb: what we do
  • Target: whom we do it for
  • Outcome: why do we do it

Generate timely customer insights to sales, marketing and service to drive 90%+ customer retention.

This mission statement cleanly answers these questions:

  • What do we do?  We generate insights in a timely fashion
  • Whom do we do it for? Sales, marketing and service
  • Why do we do it? To drive measurable customer retention rates of at least 90%.

Your team mission statement is your North Star, keeping your team on track toward a predefined goal. Restate your mission often; do not just state it once and walk away.  Refer to your mission statement when making program decisions and invoke your mission statement in the face of decisions that affect your customers.  

Would you like to learn more?

Watch a webinar with Sarah Simon, Senior Director, CX Consulting at Confirmit that shows how to use maturity modeling to understand where to focus in order take your CX program to the next level. 

Watch Webinar


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