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Why are voice of customer examples important?

Why are voice of customer examples important?

A company that fully understands customer wants and needs is more likely to succeed than one that operates on assumptions. In short, voice of customer examples affects the bottom line. And we’re not just talking about improving customer service, although of course that can also emerge as feedback in a voice of customer examples analysis. Voice of customer examples is really all about understanding your customers so that you can better meet their expectations at every level of your business.

This research has many benefits:

  • You identify your customers’ needs, wants and expectations.
  • You can prioritize certain improvements to your product and/or service.
  • You can improve customer retention.
  • You get new ideas for creative solutions.
  • You notice warnings and potential crises on time.
  • You get a better understanding of the effectiveness of your marketing strategies.
  • You can make better decisions based on the information from your voice of customer examples research.

These are valuable benefits that provide tremendous opportunities to strengthen your brand, solidify your market position and ultimately ensure that your brand gains recognition and builds a loyal customer base.

How do you research that Voice of the Customer?

Customer research can seem complicated, especially if you have a lot of customers and contacting strangers is not something you enjoy doing.  Good news for introverts: there are multiple ways to gather voice of customer examples information. Below are the most methods used:

Customer interviews

Okay, we lied a bit: sometimes you do need to talk to people. But the insights you gain really make it worthwhile. You can meet one-on-one with your customers (or just people who choose not to become your customers) and listen to their feedback. Sometimes they come up with solutions you never thought of yourself, and that can be invaluable.

On-site customer research

Inviting customers to your location can be a good opportunity for the entire team to get to know the customers. On-site customer surveys are also a good way to gather feedback on any solution before offering it to the rest of your customers.

Because of COVID-19, on-site appointments should be canceled or postponed until it is safe to meet again.


Livechats are increasingly being integrated into corporate websites, and many people find it nicer to talk to a chatbot than to someone on the phone. Chat logs can be easily shared and it is easier to use translators to break down any language barriers.

Social media

Meet your customers where they can be found, such as on social media. Social media offers many different ways to gather your customer’s voice. For example, you can conduct surveys through social media or ask a question through your account and collect the responses.

Net Promoter Score

The likelihood that customers will recommend your brand to others is the Net Promoter Score. From this you can see the health of your brand. Net Promoter Scores are a way to gain insight into the perception of your brand. You can review these scores regularly to see if implemented solutions and processes are helping or hurting your business.

Feedback forms

If you’ve ever been to an Apple Store to buy a product or have it repaired, you’ve probably received an email after your visit inviting you to provide feedback on the service you experienced. These types of feedback forms are a common tool for quickly gathering information from customers.

What is ethnographic research?

Ethnographic research is a qualitative research technique in which we spend a long period of time with people. We immerse ourselves in their world, to observe them and understand what they say, do, and how they do it. Read more about ethnographic research!