VOICE OF THE CUSTOMER
AI-Native Voice of the Customer Program
Implement an AI-native voice of customer program to systematically capture and analyse feedback across all touchpoints. Get rich customer experience insights to transform your organisation.
Win customer loyalty by improving each experience
Bring customer-centric culture to life in your organisation.
Why does Voice of the Customer matter?
Voice of the Customer (VoC) matters because it's all about enhancing customer experience. By listening to feedback, acting on it promptly, and analysing common themes, businesses can systematically improve.
In today's multichannel landscape, where customer experience reigns supreme as a key differentiator, a robust AI-powered VoC strategy is essential for success.
New to the
Voice of Customer?
Learn How to Launch a Successful VoC Program
This e-book serves as your primer to the world of Voice of Customer. Learn the basics of getting started so you can start measuring and understanding the customer experience.
Already Have a
VoC Program?
Learn How to Take It to the Next Level
Integral to this quick 4-page guide is the concept of the VoC journey, a foundational VoC blueprint, cultivating meaningful relationships, and understanding customer episodes with clarity and depth.
See how leading brands are driving market share using VoC
...and many more.
Resonate AI-Native Voice of the Customer Methodology
We believe successful VoC programs are owned by the organisation and incorporate the three types of customer experience and the movement in the relationship.
Traditional Voice of the Customer and CX programs focus on measuring and improving the interactions or touchpoints a customer has, which in turn leads to improving the overall relationship with the brand.
However, the link between the two can be opaque as the customer's job to be done involves multiple steps. Each episode can involve different departments and delivery processes that can be murky when understanding the experience upon completion.
For example: Setting up broadband could involve purchasing online, delivery, installation, activation, and ongoing service. Although the process of purchasing and delivery may have been perfect, the activation may be delayed which could affect the overall likelihood of recommending your brand.
Measuring episodes allows you to visualise the holistic experience from the outside and improve systematically. The process of improvement is split into one-to-one and one-to-many.
Inner Loop
Empowering your frontline to understand customer experiences and then act on feedback in near real time allows you to recover a bad customer experience. Also through closing the loop frontline teams learn what the customer likes and what the customer does not like.
Doing this at scale allows you to action customer feedback, get immediate ROI, reduce churn and monetise your customer experience management program. See how you can action feedback through our VoC Platform.
Outer Loop
While the Inner Loop deals with individual customer interactions, the Outer Loop takes a more strategic, big-picture approach. We help you focus on addressing systemic issues that affect multiple customers and driving larger-scale improvements in the customer experience.
We make it easy to involve cross-functional teams working together to address complex, multi-faceted issues that impact the overall customer experience.
Evolution of Voice of the Customer
VoC programs are evolving to include more than traditional NPS survey data. They are now incorporating other AI and customer verbatims that a company may hold. These include:
Complaints Data
A customer leaves behind a lot of value in the text when they lodge a complaint.
CRM Data
Information or records of customers that are stored within a CRM system.
Contact Centre Interaction Data
Captures and analyses customer interactions from multiple touchpoints.
Online Review Data
Bringing this unique unstructured customer data into one place to truly understand Voice of the Customer.
Resonate is an expert in delivering enterprise Voice of the Customer solutions that are complex and multilayered.
The platform is capable of capture omni-channel feedback, close the loop on feedback, discovering new CX insights and providing analytics to improve customer experience.
"The program has been instrumental in establishing customer focus at a store level, and systematically increasing NPS across the network. The Resonate team's innovation, adaptability, and resilience have been greatly appreciated."
Jim Thompson
Chief Operating Officer
Walmart China
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FAQs
A Voice of the Customer (VoC) program is a strategic framework that enables businesses to collect, analyse, and act on customer feedback gathered from a wide array of touchpoints and interactions. By leveraging VoC programs, companies gain a holistic understanding of customer needs, preferences, and pain points, creating a foundation for building stronger, more meaningful relationships. This deep insight allows businesses to refine their offerings, enhance customer experiences, and ultimately drive growth and loyalty.
AI-native VoC solutions advance these programs further by incorporating artificial intelligence to deliver faster, more nuanced insights. AI algorithms can swiftly detect patterns, sentiments, and emerging issues across massive volumes of data, empowering companies to stay agile and responsive. With AI’s unparalleled ability to uncover trends and anomalies, businesses can take prompt, data-driven actions that significantly improve customer experience, optimise processes, and maintain a competitive edge. An AI-native VoC program thus transforms customer feedback into a powerful, real-time tool for continuous improvement and strategic decision-making.
When a business is small, it’s easier to connect personally with each customer and quickly gauge their feedback. However, as businesses grow, Voice of the Customer (VoC) programmes become essential. VoC provides a structured view of customer expectations, preferences, and pain points—insights that are harder to capture at scale. By collecting direct feedback, VoC ensures consistent, value-aligned interactions across the organisation.
Analysing VoC data reveals gaps and opportunities, helping businesses enhance their offerings and foster loyalty. It also informs strategic investments in the products, services, and policies that matter most to customers, driving sustainable, customer-focused growth.
Resonate’s VoC platform analyses a wide variety of feedback from various feedback channels. It processes both structured data, such as numerical survey scores, and unstructured data, like open-text feedback, to provide a holistic view of customer sentiment. This comprehensive analysis helps businesses address customer needs more effectively and spot opportunities early.
AI-integrated Voice of the Customer solutions offer businesses the following key advantages:
Faster data processing:
AI can quickly analyse large volumes of feedback, which, in turn, gives businesses the flexibility to respond (especially to risks) in real-time and address issues as they arise.
Improved accuracy:
AI-powered tools identify patterns and trends in customer sentiment that might be missed through manual analysis.
Predictive insights:
AI can forecast potential customer behaviours based on historical data. Businesses can thus anticipate needs and prevent issues before they come up, instead of simply responding to occurrences in the present.
Cost efficiency:
AI reduces the need for manual labour by automating repetitive tasks, thereby freeing up company resources for more strategic initiatives.
Resonate CX’s Voice of the Customer solutions deliver valuable insights for organisations across industries. Simply put, if you have customers, a VoC program can drive meaningful impact for your business.
Examples of how some industries benefit with VOC:
Retail:
Retailers can use VoC to increase conversion, grow basket size and use experience as a differentiator.
Healthcare:
Healthcare providers can gather patient feedback to enhance the quality of care and streamline administrative processes.
Government:
Local governments can use VoC to enhance the quality of citizen services, address community concerns more effectively, and reduce cost to serve.
Education:
Educational institutions can gather feedback from students and parents to fine-tune their learning environments, enable operational excellence, and reduce risk.
Real Estate:
VoC helps the real estate industry optimise occupancy rates, maintain margins, and reduce capital expenditure by identifying and addressing tenant needs and preferences more precisely.
Ultimately, any organisation that relies on customer feedback to improve services and build loyalty can gain valuable insights from the platform. Whether your company is looking to improve customer support or enhance product offerings, the Resonate CX platform is adaptable to various industries and business needs.
Ready to start your VoC program with AI?
See how the Resonate Platform enables you to lead your organisation to customer centricity with an AI-native Voice of the Customer program.
Let's Make Your VoC Impactful
Related Resources
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Blogs
Voice of Customer (VoC): A Comprehensive Guide
When a business is small, it’s easy to connect with customers and hear their feedback firsthand. But as the company grows, understanding customer needs gets harder. -
Blogs
Top 3 Challenges When Running a VoC Programme And How To Avoid Them
In our previous blog, we explored the building blocks of launching a CX programme and getting your Voice of the Customer (VoC) initiative off the ground. -
Blogs
Voice of Customer vs. Market Research: Key Differences and Benefits
Understanding customers and prospects is fundamental to business success. By tapping into customer needs and expectations, businesses can make informed decisions that resonate with their audience.
