Our surveys come with superpowers ⚡

Blog Customer Experience

15 Voice of Customer Methodologies to Unleash the Power of Feedback


20 March 2024

7 min read

Hello there, fellow customer-centric enthusiasts! Today, we’re diving deep into the world of customer feedback. More specifically, we’re exploring the voice of customer methodologies. These techniques help us understand what our customers truly want and need. So, buckle up, and let’s get started!


What is the Voice of the Customer (VoC)?

Firstly, The Voice of the Customer (VoC) is a research method that captures customers’ expectations, preferences, and aversions. Essentially, it’s listening to your customers’ needs and wants and then using that information to improve your products or services.

The Importance of VoC for Businesses

Businesses need Voice of Customer because it gives them insight into what customers really want. It helps businesses understand their customers better, leading to improved products, services, and overall customer satisfaction. It’s like having a direct line to your customers’ thoughts, allowing you to make data-driven decisions.

What are Voice of  the Customer Methodologies 

First of all, The term “VoC” refers to several techniques that businesses use to capture what customers are saying about their products, services, and brands. These methodologies are designed to gather, analyze, and interpret customer insights to help businesses understand customers’ needs, wants, expectations, and aversions.

Why is Voice of Customer Methodologies Important in a Business? 

Furthermore, There are several reasons why VoC methodologies are crucial:

  • Customer-Centricity: They enable businesses to become more customer-centric by understanding and responding to customer needs and expectations. This can lead to improved customer satisfaction and loyalty.
  • Product Development: VoC methodologies can guide product development by highlighting what features and improvements customers want to see, helping to ensure that new products meet market demand.
  • Competitive Advantage: Understanding your customers better than your competitors can provide a significant competitive advantage. It can enable you to deliver superior customer experiences and build stronger customer relationships.
  • Business Growth: By improving customer satisfaction and loyalty, VoC methodologies can drive repeat business, reduce customer churn, and increase customer lifetime value, contributing to business growth.
  • Risk Mitigation: VoC can also help businesses identify and address issues or problems before they escalate, helping to mitigate risk and protect the brand’s reputation.

Hence, The goal of Voice of Customer methods is to listen to and understand your customers’ perspectives in order to make better business decisions based on the information they provide. They are a critical tool for any business that wants to succeed in today’s customer-centric world.

Top 15 Voice of Customer Methodologies to Look Out For

You can find a list of the top 15 ways to collect feedback on the voice of customer process here. These are some of the voice-of-customer methodologies that are a go-grab-win for you! 

#1 Voice of Customer ​​Surveys

The classic voice of customer surveys. Simple, straightforward, and surprisingly effective. Depending on your needs, they can be short and sweet or detailed and comprehensive. Remember, the key to a successful survey lies in asking the right voice of the customer survey questions.

Before we get into the other voice of the customer methodologies in detail, all I want to tell you is that if you’re on the hunt for the ultimate Voice of the Customer tool,  Voice of the Customer surveys is always a smart choice to make.

With SurveySparrow’s Voice of the Customer surveys,  dive into conversational surveys that reveal what your customers think and feel.

Sign up with your email for free and get started with SurveySparrow’s VoC survey to see how effective it is.

Voice of the Customer Survey Template for Free.

#2 Interviews

One-on-one interviews involve direct conversations with customers to delve deep into their experiences and opinions. This method allows for personalized questions and follow-ups, making it easier to uncover detailed insights and understand the reasoning behind customer behaviors and preferences.

#3 Focus Groups

Focus groups gather a small, diverse group of customers to discuss their views and experiences. This setting encourages open conversation and debate, offering a variety of perspectives. It’s beneficial for exploring new ideas or getting feedback on specific products or services.

#4 Social Media Monitoring

Social media is a treasure trove of customer feedback in the digital age. Monitor your brand mentions and hashtags to keep a pulse on customer sentiment. Companies can gather spontaneous and honest feedback from a broad audience by keeping an eye on brand mentions, hashtags, and social conversations. This real-time monitoring can reveal trends in customer sentiment and highlight areas for immediate attention or improvement.

#5 Email Feedback

Don’t underestimate the power of a well-crafted email. It’s a direct line to your customers and can yield valuable feedback. Sending targeted emails to customers requesting feedback on specific interactions or overall satisfaction can yield high-quality responses. Personalized emails show customers that their opinions are valued, encouraging them to share detailed insights.

#6 Website Analytics

Your website analytics can tell you a lot about your customers’ behavior. Look for trends and patterns to understand their needs and preferences. Analyzing website traffic, behavior patterns, and engagement metrics can provide indirect feedback on customer preferences and pain points. High bounce rates, for example, might indicate that users are having difficulty finding what they need or that content is not engaging enough.

#7 Customer Reviews

Online reviews are a goldmine of customer feedback. They’re honest, unfiltered, and incredibly valuable. Online reviews on platforms like Google, Yelp, or industry-specific sites offer candid feedback about customer experiences. These reviews can highlight strengths to build on and areas needing improvement, providing a roadmap for enhancing customer satisfaction.

#8 Net Promoter Score (NPS)

NPS surveys ask customers how likely they are to recommend a company to friends or colleagues, providing a clear measure of customer loyalty and satisfaction. Tracking NPS over time can help gauge the effectiveness of improvements and initiatives.

#9 Customer Effort Score (CES)

CES surveys measure the ease of customer interactions with a company, focusing on how simple it is for customers to resolve their issues or use products and services. A lower effort score is associated with higher customer satisfaction and loyalty.

Looking for the perfect tool to measure customer feedback? Whether it is using NPS, CSAT, or CES surveys, SurveySparrow has it.   Get your free access now. Sign up to discover our array of survey templates for free.

#10 Customer Satisfaction (CSAT) Score

CSAT surveys ask customers to rate their product, service, or interaction satisfaction. This feedback can be used to identify areas of excellence and those requiring attention, offering a direct metric for measuring performance from the customer’s perspective.

#11 User Testing

Customer observation involves observing how your customers use your product or service. It’s a great way to identify usability issues and areas for improvement. Observing customers as they use a product or navigate a service can uncover usability challenges and areas for improvement. This direct observation helps us understand how customers interact with offerings in real-life scenarios.

#12 Suggestion Boxes

Sometimes, the old ways are the best. A suggestion box (physical or digital) can encourage customers to share their ideas and feedback.  Whether digital or physical, suggestion boxes invite customers to share their ideas and feedback anonymously. This method can surface new ideas for innovation and improvements that might not be captured through more structured feedback mechanisms.

#13 Community Forums

Online forums or discussion boards facilitate community-based feedback where customers can share experiences, offer solutions, and suggest improvements. These platforms can foster community and loyalty while serving as a rich source of user-generated insights.

#14 Feedback Widgets

Embedded on websites or apps, feedback widgets offer a convenient way for customers to leave instant feedback about their user experience. This method encourages on-the-spot responses highly relevant to specific pages, features, or content.

#15 Customer Advisory Boards

Forming a group of customers to serve as advisors provides ongoing, in-depth feedback from a committed and knowledgeable base. These boards can offer strategic insights, help validate product development decisions, and strengthen customer relationships.

Examples of Voice of Customer Questions

Here are some examples of Voice of Customer (VoC) questions that you might use to gather feedback from your customers:

Here you go!
  1. How would you rate your overall satisfaction with our product/service?
  2. What do you like most about our product/service?
  3. What do you dislike, or what would you change about our product/service?
  4. How likely will you recommend our product/service to a friend or colleague? (This is often measured on a scale from 0-10 and is known as the Net Promoter Score question)
  5. How well does our product/service meet your needs?
  6. How would you describe our product/service to a friend?
  7. How can we improve your experience with our product/service?
  8. What features or services would you like to see us offer in the future?
  9. How would you rate the value for money of our product/service?
  10. How responsive have we been to your questions or concerns about our product/service?
  11. How easy is it to navigate our website/use our app?
  12. How well did our product/service solve your problem or improve your situation?
  13. What made you choose our product/service over our competitors?
  14. How often do you use our product/service?
  15. What would it be if you could change one thing about our product/service?

Remember, your specific questions will depend on what you’re trying to learn from your customers. It’s also important to keep your surveys as short and straightforward as possible to increase response rates.

Why SurveySparrow Tops as the Best Voice of Customer Tool

In customer experience management, one name that consistently rises to the top is SurveySparrow. This powerful Voice of Customer (VoC) tool is revolutionizing how businesses listen to, understand, and respond to their customers. Let’s delve into why SurveySparrow is considered the best in its class. 

Here’s why SurveySparrow is the best voice of customer tool.

In-depth Customer Understanding:

SurveySparrow allows you to listen to your customers and gain a detailed understanding of their opinions about your product or service. This understanding is crucial for delivering excellent customer experiences and staying competitive.

Effective VoC Programs:

With SurveySparrow, you can create effective VoC programs that allow you to engage with your customers at every crucial touchpoint in their journey. This improves customer loyalty and leads to more referrals and increased revenue.

Impressive Results:

Businesses using SurveySparrow’s VoC tool have seen significant results, including 55% greater customer retention rates, a 23% decrease in year-over-year customer service costs, and 292% greater employee engagement rates.


voice of the customer survey template

Actionable Feedback:

The platform goes beyond just collecting customer feedback. It helps you analyze the feedback, identify areas that need attention, and take effective action to resolve issues. This proactive approach to problem-solving is key to customer satisfaction.

Building a VoC Program:

SurveySparrow guides how to build a successful VoC program, including practices like making feedback collection a routine, analyzing feedback for insights, taking corrective action, and monitoring customer satisfaction.

Versatile Feedback Collection Methods:

Our omnichannel experience management platform also supports various methods for collecting VoC data, including engaging surveys, social media monitoring, intercept surveys, and Net Promoter Score (NPS) surveys.

In a nutshell, SurveySparrow is a comprehensive VoC tool that helps businesses listen to their customers, understand their experiences and expectations, and take action to improve their products and services. 

Sign up today for a free trial of our experience management platform and explore the voice of customer surveys to drive overall organizational success. 

Final Thoughts

Remember, the voice of the customer process isn’t just about collecting feedback. It’s about listening, understanding, and taking action. It’s about creating a voice-of-customer program that puts your customers at the heart of everything you do.

Finally, there you have 15 voices of customer methodologies to help you gauge real customer feedback. Each one has its strengths and weaknesses, so choose the ones that best fit your business and your customers. And remember, the voice of the customer is the most powerful tool you have. Thus, listen carefully, act wisely, and watch your business thrive.




Passionate, eidetic, and a writer at large.

Growth Marketer at SurveySparrow

Everything about delighting customers.
You’ll find them here.

Leave us your email, we wont spam. Promise!

Start your free trial today

No Credit Card Required. 14-Day Free Trial

Try For Free

Request a Demo

Want to learn more about SurveySparrow? We'll be in touch soon!

Request Demo