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Voice of Customer (VoC) and Experience Measurement

First listen to your customers, then analyze and act in ways that measurably improve experiences and drive ROI.

Start Listening

Turn Data Into Insights, and Insights Into Action

At a high level the purpose of VoC is simple: listen to your customers and make improvements based on what you learn. This is why we're experts at VoC. If it advances the quality of the experience, it’s in our wheelhouse.

VoC and Experience Measurement Services

Vocie of Customer Programs
Voice of Customer Programs Design and deploy modern customer listening systems Learn More
Voice of Customer Measurement
Voice of Customer Measurement Measure your CX success against key criteria Learn More
Training & Education
Training &
Education
Learn how to manage and improve your VoC program Learn More

Modern Customer Listening
We design and operate modern VoC listening systems that deliver value by giving you the insights you need to engage the business, transform experiences, and boost business results.

Measurement Value Chain
Systematically link CX to desired business results such as retention, revenue or cost efficiencies, and consistently and predictably demonstrate how CX improvements directly impact the bottom line.

VoC Data is Business Data
Listening insights should be reviewed alongside target business and experience goals, operational data, brand health metrics, journeys, and more in a holistic dashboard that shows the impact of experience on the metrics that matter most to your organization.

Customer Listening and Measurement Experts

With over ten years of experience in Voice of Customer and Customer Listening for many clients, McorpCX has served as a program design consultant, provided support services, and operated complete VoC Programs. This expertise is captured in our ideal VoC System reference model, which includes associated capabilities, measures, and processes.

Experience Management Capabilities are at the core of modern VoC systems, which drive ROI and value delivery together. McorpCX will work with your VoC program teams to listen to customers, resolve detected CX issues, analyze drivers of experience, define priorities, and engage the organization to improve in an ongoing virtuous cycle.

The right VoC System delivers insights that chart a path to greater wallet and market share, acquisition, and retention. But ROI like this can only be achieved by acting on your insights; without taking action, it’s impossible to drive business results.

At McorpCX, we deploy an agile approach to VoC operations that lets you continuously test and iterate with people, processes, data and technology. By acting intentionally, carefully and quickly, you’re able to balance internal and external resources to move seamlessly from data to insights, and from insights to action.

We know CX.
If it advances the quality of your customer experience (XM, EX, VoC, CX measurement, metrics, etc.…), it’s in our wheelhouse.

Practical, real-world expertise
We bring ten years of experience running VoC Programs at scale, with nearly 100 programs designed, built, operated, and/or managed for leading organizations across industries. By marrying the worlds of CX consulting with digital delivery expertise, we deliver practical solutions based on deep analysis and relevant customization.

We help build your capabilities
We work with clients to enhance their capabilities to run their own programs—helping to make the programs smarter and our clients more expert.

A laser-focus on your ROI
Our team is always asking: What’s the ROI of this decision? How can we justify this spend? How do we speak to the value of VoC in C-Suite terms for boardroom buy-in? What does this do for you, and how will you and your customers benefit from it?

Learn More About Voice of Customer

What is meant by Voice of Customer?

Voice of the Customer (VoC) refers to the process of capturing customers' expectations, preferences, and aversions. It involves collecting direct feedback from customers through surveys, interviews, and other feedback mechanisms. This information is crucial for understanding customer needs and experiences, guiding improvements in products, services, and overall customer experience strategies.

Why is Voice of Customer important?

Voice of the Customer (VoC) is important as it provides direct insights into customer needs, expectations, and experiences. This feedback is vital for making informed decisions to enhance products, services, and customer experiences, ultimately leading to increased customer satisfaction, loyalty, and business success. VoC helps align business strategies with customer perspectives.

What is the goal of Voice of Customer?

The goal of Voice of the Customer (VoC) is to deeply understand customer needs, expectations, and perceptions. It aims to gather actionable insights to improve products, services, and the overall customer experience. This enhances customer satisfaction and loyalty, drives product and service innovation, and supports better business decision-making.

How do you conduct Voice of Customer research?

To conduct Voice of the Customer research, identify key objectives and target customer segments. Use surveys, interviews, focus groups, and social media listening to gather feedback. Analyze this data for insights, identify trends and pain points, and integrate findings into business strategies to improve products, services, and customer experiences.

What are the key aspects of a successful VoC program?

A successful VoC program starts with clear objectives. It is enabled by a multi-channel feedback system, robust data analysis tools, cross-functional collaboration, and a commitment to acting on feedback. Together, these help ensure that your Voice of Customer program aligns with business goals, prioritizes the actions that matter most to your business and your customers, and drives continuous improvement of experiences, processes, and systems.

How do you collect Voice of Customer data?

VoC data is gathered through various methods, including surveys, interviews, focus groups, social media monitoring, online reviews, and direct customer feedback. Collecting information in multiple ways is important because it provides a comprehensive understanding of customer experiences from various perspectives.

What makes a VoC program effective?

The most effective VoC programs leverage consistent and systematic system operation methods, including regular review and refinement. By setting clear KPIs (and revisiting them regularly), continually updating feedback collection methods, and fostering a culture of continuous, customer-centric improvement, your chances of enjoying a highly effective Voice of Customer program are radically increased.

Why is it important to measure experience?

At first glance, this might seem like a silly question, but the reality is that many organizations don't consistently measure the experiences they deliver to their customers and employees. The bottom line is that you cannot improve experiences if you don't measure them. Measurement is key to understanding the quality of customer interactions, gaining insights into customer perceptions and behaviors, and the impact of those behaviors on business metrics. Without measurement, business leaders can't make the data-driven decisions that affect executive care about like customer acquisition, loyalty, and retention.

How do you make sure experience measurement is effective?

Effective experience measurement programs regularly review and update measurement methods and metrics; they set clear goals and KPIs and track them consistently. Cross-functional teams review data, prioritizing and driving the actions that enable improvements based on what has been learned. Critically, measurements don’t stay locked in the VoC program team; findings are communicated regularly and broadly across the org to help create awareness and demonstrate commitment to customer experience.

Every change had significant impact. For example, by adding a single missing touchpoint at the loan servicing handoff, we boosted customer satisfaction with the entire process.

Managing Director,

Commercial Debt Division, Global Conglomerate

No other company understands and delivers on customer experience like McorpCX—they drive measurable results, and can prove it. Their expertise and approach are second to none.

Customer Experience Director,

Fortune 500 Technology Firm

Their ability to think strategically about our business (was) synthesized into a framework to drive lasting improvement in the business for customers and partners.

Director of Worldwide Training,

Global Security Software Firm

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