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  • Writer's pictureKristin Harper

6 Steps to Building an Effective Voice of Customer Analysis

Voice of Customer analysis

It’s no secret that understanding one’s customers is the key to driving successful business decisions. With this in mind, companies strive to capture the voice of their target audience in order to consider opinions and feedback when making important changes or shaping future plans. Voice of the Customer analysis is a process used by companies to gain valuable information on how users interact with products, services, features, and processes so they can identify areas for improvement and enhance overall customer experience. However, many are unaware of exactly what it takes to set up a successful Voice of Customer program. So we have put together six essential steps involved in building an effective program in which to gather and review Voice of Customer analytics. Read on below to find out more about Voice of the Customer analysis and to learn about each of the six steps: 1) Identify customer segments, 2) Collect data, 3) Analyze Data, 4) Create reports, 5) Draw conclusions, and 6) Monitor progress.

What is the Voice of Customer

The Voice of Customer is a critical aspect of any successful business. It refers to the collective feedback, perceptions, and opinions of consumers regarding a particular product or solution. In other words, this represents the experience and voice of your consumers and can be a valuable tool in identifying areas for improvement and growth. By listening to and understanding their needs, desires, and pain points, you can create a better product, program, or solution, design a more effective program or solution, and answer any questions they may have. Utilizing VoC data can help you improve satisfaction and loyalty, improve brand perception, and lead to a more profitable and sustainable business. These reasons make VoC analysis very important. By using surveys, interviews, and other data collection methods, companies are able to gain valuable insights into the minds and voice of their customers. This information can be used to improve service delivery, pinpoint areas of improvement, and create a more positive customer experience. In short, the voice of the customer is a critical component of any company’s success.

What is Voice of the Customer analysis?

As companies continue to evolve and grow, so does the importance of understanding and meeting customer needs. That's where Voice of the Customer analysis comes in. It refers to a variety of methods used to collect and analyze feedback. By utilizing a variety of tools, such as surveys and analytics, solutions can provide companies with a better understanding of what their consumers want and need. This information can then be used to make data-driven decisions on product improvements, marketing strategies, and overall experience. In today's highly competitive market, brands simply cannot afford to overlook the importance of listening to their customers. Voice of Customer analytics is important because they provide valuable and necessary information to stay in tune with existing consumers so the brand can remain relevant.

How does Voice of the Customer analysis impact your business?

Gaining valuable insight is crucial for the success of any company. Voice of the customer analysis is a powerful tool that helps to gather market data and feedback, thus enabling companies to make informed decisions. By analyzing the customer's voice, businesses can extract valuable insights that can be used to enhance satisfaction. This helps companies to stay ahead of their competitors by catering to their needs and preferences. Companies can use this data to improve their products, adjust their marketing efforts, and ensure they are meeting the needs of their target market. Overall, Voice of Customer analytics is an essential element for companies looking to stay competitive in today's market.

6 steps to build an effective Voice of the Customer analysis

Creating an effective Voice of the Customer analysis involves a strategic approach that requires tools and techniques. It is essential for companies that want to stay competitive and deliver exceptional experiences. Here are six steps to follow when building a successful Voice of the Customer analysis.

1. Identify customer segments - Understand the different types of customers that exist and how they interact with the company

Every company, no matter its size, needs to have a clear understanding of its customer base. That's where identifying customer segments comes in. By understanding the different types of customers that exist and how they interact with the company, a team can tailor its marketing and sales efforts to better cater to their needs. Whether it's dividing the target audience up by demographics, spending habits, or purchasing history for products, solutions, or programs, grouping them into segments can provide valuable insights into their behavior and preferences. This is especially important in a world where customers have more options than ever before and are constantly bombarded with messaging from countless brands vying for their attention. By identifying segments, a brand can stand out from the competition and create more meaningful connections with its target audience.

2. Collect data - Use surveys, focus groups, interviews, reviews, and other forms of data collection to gather information about customers’ experiences

Understanding your customers is key to the success of any organization. Investing time and energy into gathering data about their experiences can be incredibly valuable in shaping your business decisions. Survey questions, focus groups, interviews, reviews, and other forms of asking questions to collect data can give you insights into what they like and dislike about your products and services. Asking a variety of questions can help you improve your offerings, increase satisfaction, and ultimately boost your bottom line. By staying up-to-date on their experiences, you can stay ahead of the competition and build lasting relationships with your target audience by collecting closed-ended and open-ended responses in their words and voice, then conducting voice of customer analytics. So don't be afraid to ask questions and collect data – it could be the best decision you make.

3. Analyze data - Utilize statistics or machine learning algorithms to uncover insights from collected customer data

Voice of Customer analytics has become a critical component for almost every thriving business. By asking questions and then analyzing data, companies can gain valuable insights into the needs and preferences of their target audience, ultimately leading to better decision-making. Utilizing statistical techniques, programs, or machine learning algorithms, companies can effectively extract relevant information from these large data sets and use it to create meaningful strategies for growth. From predicting behavior to determining which products are selling best, voice of customer analytics can provide a wealth of information to help businesses reach their full potential. So, if you're looking to stay ahead of the competition, it's time to start leveraging the power of data analysis.

4. Create reports - Document findings in easily digestible formats such as charts, graphs, and infographics for easy comprehension by stakeholders

In today's fast-paced business environment, effective yet concise communication is key. When it comes to documenting findings, it is important to present information in a format that is easily digestible for stakeholders. This is where charts, graphs, and infographics come in handy. Rather than presenting long blocks of text, visually engaging storytelling allows stakeholders to quickly understand key points and make informed decisions. At Driven to Succeed, we synthesize hours of market research into a concise graphic report that quickly shares insights in an engaging, memorable way. By creating reports in this way, you not only improve their comprehension but also enhance the overall effectiveness of your work. Whether you're presenting research to a client or reporting on progress to a team, incorporating charts, graphs, and infographics, is an excellent way to quickly make your point.

5. Draw conclusions - Use the analysis findings to make decisions about products and solutions

Analyzing customer data is an essential process for any business that wants to make informed decisions about its products and solutions. By drawing conclusions based on this analysis, organizations can better understand what their target audience wants and needs. This information can then be used to shape their offerings, whether that be improving existing products or creating new ones altogether. By constantly analyzing data, businesses can stay ahead of the curve, ensuring they are providing the best possible service. Sometimes having an external perspective and the voice of a thought partner can lead to fresh conclusions. Because our Driven to Succeed team has first-hand experience as classically trained brand marketers at Procter & Gamble, Hershey, Cardinal Health, and Abbott, we uncover actionable market research insights for brands, then Translate Insights into ‘So What’ and ‘Now What’™. And in today's ever-evolving marketplace, this is crucial for any company looking to come out on top.

6. Monitor progress - Regularly assess customer sentiment over time to ensure changes are successful and address any issues quickly before they escalate further

It's critical to monitor progress regularly and track sentiment to make meaningful changes that meet consumers’ evolving needs and expectations. By doing so, you can course-correct quickly if something isn't working as expected and prevent any issues from turning into bigger problems down the road. The ability to assess and adapt quickly is more important than ever in an era where loyalty is harder to achieve and easy to lose. So, make it a priority to check in with consumers regularly, so you can stay ahead of any potential concerns and keep your business moving forward.

Companies that have used VOC analysis successfully

Companies that want to be successful must use Voice of the Customer analysis to better understand their needs, preferences, and expectations. By collecting and analyzing their feedback, companies can gain valuable information on how they can improve their products, services, and overall experience. Here are three well-known companies that have done it well.

One company that has used Voice of the Customer Analysis effectively is Apple. Apple's success with the VoC approach can be attributed to its ability to listen to its customers, understand their needs, and respond to them quickly. Apple consistently uses feedback to make improvements in its products and services. For example, the company's decision to remove the headphone jack from its phones was a direct response to to users’ preference for wireless headphones.

Another company that has successfully used VoC analysis is Amazon. Amazon uses a variety of methods to gather feedback including surveys, product reviews, and customer service interactions. This helps Amazon to improve the experience by identifying issues and opportunities for improvement. Amazon also uses this data to anticipate consumer needs and create new products or services that better meet those needs.

A third example of a company that has effectively used VoC analysis is Zappos, an online shoe and clothing retailer. Zappos's success in using VoC analysis can be attributed to the company's commitment to providing exceptional service. The company's customer service representatives are trained to listen carefully to consumers’ needs and concerns, in their own words and voice, and use that feedback to make improvements to products and services. This approach has helped Zappos build a loyal consumer base, and its VoC program has become a central part of the company's culture and strategy.


Overall, the key to a successful Voice of the Customer analysis program lies in identifying customer segments, collecting data, analyzing data, and creating reports. Drawing conclusions from the findings will help you make informed decisions about the products and services offered.

Voice of Customer, also known as VoC, is a term used to describe the process of gathering and analyzing feedback to gain insights into their needs, preferences, and expectations. VoC analysis plays a critical role in understanding requirements and improving business strategies. By actively listening to customers' voices, companies can identify areas for improvement, create happier consumers, and foster long-term relationships.

The importance of VoC analysis for companies cannot be overstated. It serves as a valuable tool for evaluating how customers perceive a company's products or solutions, enabling businesses to enhance satisfaction, increase revenue, and boost retention rates. VoC analysis has helped many companies find gaps in their current offerings and identify opportunities for innovation. By addressing these gaps, brands can better meet consumer needs and stay ahead of the competition. Follow six steps to create an effective VoC analysis framework: 1) Identify customer segments, 2) Collect data, 3) Analyze data, 4) Create reports, 5) Draw conclusions, and 6) Monitor progress.

Additionally, many companies that have proven to be successful have taken the VoC analysis approach using a variety of tools, such as surveys, social media, feedback, speech analytics software, and online reviews and rating platforms.

Finally, monitoring progress over time can help ensure changes are successful and address any issues quickly before they become too large. As such, companies may want to consider consulting with Voice of Customer experts, such as Driven to Succeed LLC, for further guidance on how to effectively leverage this powerful way to analyze customer feedback. Feel free to reach out for any additional information or assistance – we’d be happy to walk you through this process step-by-step!


Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

Answers to your Voice of Customer Analysis Questions

What is the voice of customer analysis?

VoC analysis is a process for collecting and analyzing customer feedback to gain insights into their needs, expectations, and preferences. This feedback can come from a variety of channels such as surveys, social media, customer support interactions, and reviews. The goal of VoC analysis is to identify patterns and trends in customer feedback that can inform business decisions, such as product development, marketing strategies, and customer service improvements. By listening to the voice of the customer, companies can better understand and meet their customers' needs, ultimately leading to greater customer satisfaction and loyalty.

Why is the voice of customer analysis important? VoC analysis is important because it helps businesses to understand their customers' needs and preferences, improve their products or services, enhance customer experience, and stay competitive in the market.

What is the best tool for analyzing the voice of the customer? There are several tools available for VoC analysis, and the choice of tool depends on specific business needs and goals. Here are some popular tools:

  1. Surveys: Surveys are a widely used tool for collecting customer feedback. They can be conducted through email, website, or social media platforms.

  2. Social media listening tools: These tools help companies to monitor and analyze customer conversations on social media platforms, such as Twitter, Facebook, and Instagram.

  3. Customer feedback management software: These tools allow teams to collect and manage customer feedback from various channels, such as surveys, social media, and customer support interactions.

  4. Speech analytics software: This tool analyzes customer interactions with call center agents to identify common patterns and themes in customer feedback.

  5. Online reviews and rating platforms: These platforms provide customers an opportunity to leave feedback, ratings, and reviews.

In conclusion, the best tool for analyzing the voice of the customer largely depends on the specific needs and goals of the business.

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