Customer Experience

Really Hear the Voice of the Customer and Increase Retention

Like listening to that little voice inside your head, learning how to hear the voice of the customer is an art that must be practiced and perfected.

If you listen close enough, you will be able to gain great insights on what your company is doing well and what needs to be improved.

Being able to tap into what a client wants, when and how is no longer a mystery. By really listening to the voice of the customer and taking action on what you hear, you will be able to actively fulfill your client’s needs without guessing or beating around the bush.

Below, we will discuss how to really hear the voice of the customer to increase sales and customer retention.



Know your company

Before you begin to look outside of your company, improve and learn the pain points within first. Talk to your employees and find out what they struggle with and what processes need work for a seamless workflow.

This is help you avoid potential surprises down the line and make the necessary changes before turning to external help.

Ask your employees

Before you rush over to VOC for answers, be well-informed and prepared.
Employees across the spectrum can bring valuable knowledge as every member of your company takes part in the process of customer interaction whether it be directly or not. Hold brainstorming session and let employees share their insights as to how they could improve the customer journey on their side.

By engaging employees, you show them that they really can make a difference and in exchange of feeling empowered, they will give you deeper insights that you would have otherwise not discovered.


**Engage your work-at-home staff with the 5 secrets!**


Ask the right questions

Customers will never give you clear-cut answers and tell you exactly what you need. Therefore, you need to have an idea of what you are looking for beforehand to focus your questions in the right direction. If not, your entire process will be similar to searching for a needle in a haystack.

Develop strategies and questions according to the voice of customer channels. The key takeaway is to keep it easy for customers to rate and share their experiences.

But you are in luck, as people love to share their thoughts and be heard. So with the right strategy, it shouldn’t be too difficult to collect all the information you need.

There are several ways in which you can collect the voice of customer, including:

  • Email surveys
  • 5-star and 1-10 rating forms on your website or by email.
  • A public platform to post and respond to customer reviews. If you are doing a good job, it can also serve to boost sales, increase retention and improve your reputation.

**Learn how to handle customer complaints on social media**

Try several channels to reach a larger audience and gather as much data as possible. Every voice counts. Looking to interact more with your clients? ZenDesk provides software to improve and build your customer relationships.

Analyze your responses

Now that you have gathered all the information, this is where the fun really begins. Take the time to review each and every survey and response.

By reviewing each case thoroughly and individually you will find helpful tips and insight. But most importantly, you will start to see a pattern.

You might discover that your agents are super friendly and helpful. However, they take too long to answer which after a bit of research, could be a result of a faulty CRM system. This is where having a global vision and getting insights from both clients and employees starts to pay off.

When reviewing your voice of customer responses, lookout for questions such as:

  • What do clients really need or want that your service can provide?
  • What are their pain points when interacting with your brand?
  • What factors influence their purchase decision for the good or bad?

If you are able to really dig deep and pinpoint the answers to such questions, you’re ready to move on to the next step.

Apply what you learn

Put the voice of customer in action and take the necessary steps to improve your workflows based on the conclusions deducted.

It doesn’t have to be complicated and can be immediate actions such as:

  • Product reviews to help drive traffic and persuade buyers
  • Promotional choices based on clients preferences
  • Stock and inventory changes based on demand.

But of course, not all changes will always be easy and fast. It could turn out that bigger and deeper changes need to be made. Maybe it’s a change in software, department processes or the training and hiring method that needs a makeover.

Whatever the change may be, if it’s a recurring suggestion from your customer, your decision to modify or not will have a direct impact on your sales and retention. It’s definitely something worth budgeting for.


Voice of the customer is actually a process that consists of more than just gathering few five-star surveys. The entire process takes time, thought and a lot of organization. Not to mention, it should not only be a one-off event, but a recurring process.


By taking the time to put in place a strategy you’ll be able to really get to the core of what your customer needs and wants and stay on top of the ball.

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