Our surveys come with superpowers ⚡

Blog Customer Experience

What is Voice of the Customer Analytics? A Complete Guide

Kate Williams

Last Updated:  

30 May 2024

7 min read

Did you know that companies that prioritize the voice of their customers can achieve a 10 times higher customer satisfaction rate compared to their counterparts? Customer feedback holds the key to enhancing your brand’s reputation and fostering long-term loyalty.

Have you ever wondered what your customers truly think about your brand? How do you tap into the thoughts, needs, and expectations of your target audience? The answer lies in the realm of voice of customer analytics. By harnessing the power of data and customer feedback, organizations can gain profound insights to create exceptional experiences and drive business growth.

In this comprehensive guide, we’ll explore the ins and outs of this cutting-edge discipline, shed light on its numerous applications, and equip you with the knowledge to build a successful voice of customer analytics program. 

What is Voice of Customer Data Analytics?

Voice of customer analytics, also known as VOC analytics, is the process of extracting actionable insights from customer feedback and data. It involves collecting and analyzing customer opinions, preferences, and sentiments to drive data-backed decision-making. By delving deep into the voice of the customer, businesses gain a holistic understanding of their audience, enabling them to tailor their products, services, and experiences accordingly.

  • At its core, voice of customer data analytics provides organizations with the means to transform raw feedback into actionable intelligence. 
  • Through sentiment analysis, text mining, and advanced statistical techniques, businesses can identify patterns, trends, and areas for improvement. 
  • With the power of data, you can unearth valuable insights and make data-driven decisions that propel your business forward.

Types of Voice of Customer Analytics

Voice of customer analytics encompasses various methodologies and techniques to analyze customer feedback effectively. Let’s explore some key types of voice of customer analytics:

1. Text Analytics

  • Imagine sifting through tons of customer reviews, social media posts, and support tickets to extract meaningful insights. That’s what text analytics is all about! 
  • It involves extracting insights from unstructured text data, such as customer reviews, social media posts, and support tickets. 
  • Natural Language Processing (NLP) algorithms are used to decipher sentiment, identify keywords, and categorize feedback, enabling businesses to uncover valuable insights at scale.

2. Speech Analytics

  • Ever wondered what your customers are saying during those calls with your support team? Speech analytics has you covered. 
  • By transcribing and analyzing recorded calls, you can uncover trends, detect customer emotions, and identify areas where your team can improve. It’s like having a personal detective who listens in on all those conversations and helps you level up your customer service game.
  • Speech analytics focuses on analyzing spoken interactions between customers and call center agents. By transcribing and analyzing recorded calls, businesses can identify trends, sentiment, and customer pain points. 
  • This data can be used to enhance call center training, improve customer service, and drive operational efficiencies.

3. Social Media Analytics 

  • Ah, social media, the place where everyone loves to express their thoughts. Social media platforms provide a treasure trove of customer opinions and sentiments.
  • With social media analytics, you can monitor brand mentions, track sentiment, and spot emerging trends.
  • By leveraging social media analytics, organizations can monitor brand mentions, track sentiment, and identify emerging trends. This valuable information enables businesses to optimize their social media strategies, engage with customers, and mitigate potential crises proactively.

4. Survey Analytics

  • Surveys are like direct conversations with your customers. And survey analytics takes those conversations to the next level. 
  • By collecting and analyzing survey responses, you can uncover valuable insights into customer satisfaction, preferences, and expectations. 
  • Platforms like SurveySparrow make it easy to create surveys, visualize data, and gain actionable insights. It’s like having a personal feedback expert by your side!

You know what? SurveySparrow’s customer feedback platform empowers businesses to collect, analyze, and act on customer insights seamlessly. With intuitive survey creation, advanced analytics, and real-time reporting, the tool enables you to unlock the full potential of voice of the customer analytics. Sign up now and embark on a journey of data-driven decision-making!

Why Should You Use Voice of Customer Analytics?

You might be wondering, “Why should I even bother with all this voice of customer analytics stuff?” Well, let me give you some compelling reasons:

Enhanced Customer Understanding 

When you listen to your customers, you understand them better. Voice of customer analytics helps you get into their minds (again, not in a creepy way) and align your strategies with their needs and preferences. It’s like having a secret recipe for customer satisfaction.

Improved Product and Service Development

Your customers hold the key to unlocking the potential of your products and services. By analyzing their feedback, you can identify areas for improvement, uncover feature requests, and refine your offerings. It’s like having a direct line to your customers’ wish lists!

Proactive Problem Resolution

Ain’t nobody got time for customer issues to blow up in their faces. Voice of customer analytics enables you to spot patterns in feedback and address issues before they become a full-blown crisis. It’s like having a superhero cape that helps you save the day (or at least prevent some headaches).

Competitive Advantage 

In a world where customer experience is king, businesses that prioritize the voice of their customers gain a competitive edge. By delivering exceptional experiences based on customer insights, you can outshine your competitors, foster brand loyalty, and attract new customers. It’s like having a secret sauce that makes your brand stand out.

Strategies and Programs: How to Build a VOC Analytics Strategy and Program

How do we make it happen? 

Now that you’re convinced of the power of voice of customer analytics, here are some key steps to get you started on the path to ultimate CX:


#1 Define Your Objectives

What do you want to achieve with voice of the customer analytics? Set clear goals and objectives that align with your business strategy. It’s like having a roadmap that guides your analytics journey.

#2 Identify Data Sources

Where can you collect customer feedback? Surveys, social media, support interactions—there are so many touchpoints. Identify the most relevant sources for your business and integrate them into your analytics program. It’s like gathering all the pieces of a puzzle.

#3 Select Analytical Tools

You need the right tools to analyze and extract insights from customer feedback. Look for advanced analytics platforms that offer features like sentiment analysis, text mining, and real-time reporting. SurveySparrow has got you covered on that front! It’s like having a toolbox filled with powerful instruments.

#4 Establish Data Governance

Protecting customer data is crucial. Implement strong data governance practices to ensure privacy, security, and compliance. Establish protocols for data collection, storage, and usage. It’s like having a fortress that keeps your customers’ information safe.

#5 Create Actionable Reports 

Raw data is great, but it’s the insights that matter. Transform your data into visually appealing reports that stakeholders can understand and act upon. Use charts, graphs, and infographics to make complex data more digestible. It’s like telling a story that everyone can follow.

#6 Iterate and Improve

 Voice of customer analytics is not a one-time thing. It’s an ongoing process of learning and improvement. Continuously monitor, analyze, and refine your program based on the insights you gather. It’s like being on a never-ending quest for customer satisfaction.

By following these steps, you’ll be well on your way to building a successful voice of customer analytics strategy and program. It’s like having a superpower that helps you make better decisions and create remarkable experiences for your customers.

Key Metrics used in VOC Analysis

Here are some key metrics commonly used in voice of the customer analytics:

Customer Satisfaction Score (CSAT) 

  • CSAT measures the level of satisfaction customers have with a specific product, service, or experience. It typically involves asking customers to rate their satisfaction on a scale, such as from 1 to 5. 
  • CSAT scores help businesses assess overall satisfaction levels and identify areas for improvement.

Net Promoter Score (NPS) 

  • NPS measures customer loyalty and likelihood of recommending a brand to others. It is based on a single question: “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?” 
  • Based on their responses, customers are classified into three categories: Promoters (9-10), Passives (7-8), and Detractors (0-6). 
  • NPS provides insights into customer advocacy and helps identify brand promoters and potential areas for improvement.

Customer Effort Score (CES)

  • CES measures the ease of doing business with a company. It usually involves asking customers to rate the level of effort required to accomplish a specific task or resolve an issue. 
  • Lower CES scores indicate that customers find it easy to interact with a company, while higher scores may indicate areas for improvement in terms of customer experience and process efficiency.

Customer Lifetime Value (CLV)

  • CLV estimates the total value a customer brings to a business over their lifetime as a customer. It takes into account factors such as purchase frequency, average order value, and customer retention. 
  • By understanding CLV, businesses can prioritize efforts to retain high-value customers and focus on strategies that maximize long-term customer value.

Customer Churn Rate

  • Churn rate measures the rate at which customers discontinue their relationship with a company or stop using its products or services. 
  • By tracking churn rates, businesses can identify reasons for customer attrition and take proactive measures to reduce churn and improve customer retention.

What’s the value of Voice of the Customer (VoC) and Customer Experience Management (CEM)? 

Let’s explore why these two concepts are so crucial:

1. Customer-Centricity 

By listening to the voice of the customer and prioritizing their needs and preferences, organizations can create customer-centric experiences that resonate with their target audience. This customer-centric approach builds trust, loyalty, and long-term relationships.

2. Enhanced Customer Understanding 

Through various feedback channels and data analysis, businesses can gain a deeper understanding of their customers, enabling them to tailor their products, services, and experiences accordingly. This understanding fosters empathy and helps businesses meet customer needs more effectively.

3. Proactive Problem Resolution 

By actively collecting and analyzing customer feedback, organizations can identify and address issues before they escalate. This proactive approach to problem resolution not only prevents customer dissatisfaction but also allows businesses to continuously improve their offerings and processes. It’s like staying one step ahead and always striving for excellence.

4. Differentiation in a Competitive Market

Businesses that prioritize VoC and CEM gain a competitive edge by delivering exceptional experiences that set them apart from their competitors. Positive customer experiences lead to higher customer satisfaction, increased loyalty, and positive word-of-mouth, ultimately driving growth and market success.

5. Data-Driven Decision Making

Businesses can make informed, data-driven decisions that are backed by real customer feedback. This approach reduces guesswork and increases the chances of success in product development, marketing strategies, and overall business operations.

6. Continuous Improvement 

VoC and CEM are not one-time initiatives but ongoing processes of improvement. By continuously listening to customers, collecting feedback, and analyzing data, organizations can identify areas for enhancement and innovation. This continuous improvement mindset ensures that businesses stay relevant, adapt to changing customer needs, and remain competitive in the long run.


The value of voice of customer analytics goes beyond just understanding your customers. It enables you to create exceptional experiences, differentiate your brand, and build a loyal customer base. By putting the voice of your customers at the center of your business strategies, you foster a customer-centric culture that drives growth and success.

Embrace the power of voice of customer analytics and start unlocking the hidden gems of insights that lie within your customer feedback. Are you ready to embark on this exciting adventure? Sign up with SurveySparrow today, and let’s unleash the power of voice of customer analytics together. Your customers are waiting to be heard, and their feedback holds the key to your business’s success.

Kate Williams

Content Marketer at SurveySparrow

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