Voice of Customer

A journey of a million miles begins with one step. The journey towards customer-centricity begins with a step towards better understanding of customer needs. Logical, right? If we are going to focus on the customer, a good place to begin would be...with the customer. Customer research takes many forms, from formal surveys and focus groups to informal feedback gathered directly through sales and customer service. Regardless of format, there are two distinct and separate categories of customer feedback based on two dimensions of the customer relationship:

  • Transactional feedback focuses on customer satisfaction – those elements of the experience with a company that are defined at the point of interaction. Common examples include the quality of technical support; the ordering and delivery experiences; or customer service interactions.

  • Relationship feedback, on the other hand, address the long-term strategic aspects of the experience a customer has with a company and recognizes the impact of the whole relationship on customers’ perception of a partner (or even whether you are, in fact, a partner an advisor or simply a vendor).

B2B customers’ interactions with a company are generally complex and multi-dimensional. As a result, a variety of tools may be appropriate to gathering feedback depending on the application. The VOC landscape below highlights 5 key tools within transactional and 5 key tools within relationship.

VOC Techniques
Strategic (Relationship) VOC Techniques Targeted Loyalty Customer Advisory Board Executive Sponsorship Program Competency Model Development Investigative Defection Analysis
Functional VOC Techniques Customer Transaction Feedback / Dashboards Employee Point of Contact Idea Generation Offering Development (QFD) Profiling & Segmentation Campaign Development & Targeting