Not all voice of the customer (VoC) programmes are created equal. You’re asking for your customers’ feedback, but are you making the most of it? Here are 5 things that mature VoC programmes do well.


However your customer chooses to interact with you, they should be able to give feedback. And if you don’t ask them, they should still be able to give feedback easily. As an industry we have set a precedent that feedback will be sought, and if we fail to provide a way for our customer to do this we’ll lose the opportunity to change customer experiences for the better.

Make sure you have feedback mechanisms available where your customer is, be that in store, online, using your app or via social media.

Figures vs feelings

Metrics are nice, and for a long time they’ve kept the boardroom happy. However the days of hanging your hat on NPS are over. The evolution of AI and text analytics has meant that we can now analyse comments for sentiment and emotion as well as work with scores, which provides much richer and more insightful feedback than ever before, without the need for tediously long surveys.

Understand the customer

There’s little point collecting data in a silo. Mature VoC programmes must integrate with other customer data systems to understand the feedback received in context and avoid asking customers again for their vital statistics. Loyalty data, contact information, customer segment data are available to most businesses and a good VoC programme joins these up with customer feedback to form a full picture.

Close the loop

There are many types of issues which can be raised by customer when feedback is gathered; product, service, process, data. A successful VoC programme can deal with all of these at both an individual and a macro level.

Whether its a clever link with your CRM system or a proprietary issue resolution system, if your customer is telling you about a problem and they’ve asked for a solution, you should have a system in place to identify, queue, resolve and communicate with the customer about the issue.

Mature VoC programmes are designed with an understanding of customer needs, the yardstick against which customer experiences are measured. Where the feedback indicates that they fell short of expectations, actions for improvement should be suggested in real time, so that staff at the sharp end can make changes or resolve issues quickly.

Any commonly occurring issues which cannot be resolved automatically, need to be fed into a more strategic process and leading to business wide customer experience transformation.

Get Customers Involved

Don’t just ask your customer for the problem, get them to provide a solution too. Data, stats and metrics are all very well, but what they don’t give you is a solution you can be confident in. What better way to give the customers what they want than to ask them?

Can your VoC programme do this?

If not, please get in touch with us to discuss how we could help you upgrade.

Limetropy is a customer feedback and action tool which collects customer feedback, analyses it against your customer experience priorities, and distributes it to your teams on the ground alongside action plans for improvement. The technology also includes opportunities to turn bad experiences into good ones by resolving customer issues individually as well as a co-creation tool to allow customers to make suggestions for improving the customer experience. Limetropy is implemented by experienced consultants who will help you every step of the way.