Voice of the Customer: 5 Steps to Success

Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 

Author Bio

Building a successful voice of the customer program

Creating a positive and consistent customer experience across multiple channels is one of the biggest challenges facing businesses today, and a solid Voice of the Customer program is core to meeting this challenge. Building such a program, however, is far from simple and failure to do it well will result in “just another customer survey”.



For dedicated CEM professionals, a VoC program is simply the “right thing to do”. However, while some organizations just “get” it, for many, a lot of work is required to secure the financial and operational investment necessary to build a true VoC program. There is—quite reasonably—a call to demonstrate Return on Investment.

Senior-level Support is Vital to the Success of a VoC Program

The million-dollar question is how do you secure the right level of support from the individuals in your organization who can drive the program from the top? You will know who the movers and shakers are, and to engage these individuals it is critical to understand the key business issues they need to address and then demonstrate the role your VoC program can have in helping them to do so.

What are the Business Benefits of a VoC Program?

The benefits are significant; delivering an excellent customer experience is the most effective way for both B2C and B2B organizations to differentiate themselves from the competition—and VoC is a vital component in improving the customer experience. As you’re building a business case to your senior team, consider which of the key benefits most apply to your company, and tie financial implications to them. Read this short white paper to understand how the Voice of the Customer can help you to:

  • Retain (and gain) customers
  • Improve cross-sell and up-sell
  • Streamline processes
  • Drive change
  • Differentiate your company.

What are the Five 5 Steps to a Voice of the Customer Successful Program?

A VoC program needs to evolve and change with your organization. Review your goals and revise them to keep up with the changing demands of your markets. Be prepared to examine all aspects of this program on a regular basis with a cross-functional team of experts to seek continuous improvements, to re-focus on new issues as they arise and to adjust your business priorities along the way. 

There is a lot to consider, but don’t let that put you off taking those first vital steps. By starting small, making sure you’re getting it right, and taking action when you need to, you’ll learn the lessons unique to your business and will be able to grow and develop the program effectively.

The ultimate proof point of a VoC program is change, so set achievable goals, implement in stages and use the Voice of the Customer to make your company more competitive, one step at a time. Confirmit has created an engagement model which outlines five key stages in building a successful VoC program.

  • Define 
  • Design
  • Listen
  • Analyze
  • Act

In this whitepaper, you'll find out find out best practices to set you on the path to Customer Experience success