Whether you have an existing VoC program in place, or you are looking to start one, it’s not always easy to know what to do. Here are a few tips to point you in the right direction:

1. Ask the Right Questions

It all starts with the questions you ask. If you only focus on "How satisfied are you with our service?" you’re missing out on richer insights. Instead, ask open-ended questions like:

What's one thing we could do to improve your experience?

What almost made you choose a competitor instead?

How does our product help (or not help) you achieve your goals?

These kinds of questions encourage customers to share real stories, giving you actionable insights rather than just a rating on a scale.

2. Listen Everywhere (Not Just in Surveys)

Surveys are important and should play a central role, but they shouldn't be your only source of VoC data. Customers are talking about your brand in all kinds of places—social media, online reviews, support calls, and even chatbots. Make sure you're tapping into these sources by:
•    Monitoring social media mentions and reviews.
•    Analysing customer service interactions for recurring issues.
•    Gathering feedback from frontline employees who interact with customers daily.

By listening across multiple channels, you'll get a much fuller picture of customer sentiment.

3. Act on the Feedback (Quickly!)

Nothing frustrates customers more than sharing their opinions and seeing no changes. Your VoC program should be action-driven—not just a data collection exercise. When you identify recurring problems, show customers you’re listening by:
•    Implementing small, quick fixes where possible.
•    Communicating what you're working on based on their feedback.
•    Closing the loop by following up with customers who provided input.

Customers appreciate knowing their voice matters. The quicker you act, the stronger their trust in your brand.

Bonus tip 4. Keep it up!

VoC can be much more than a one-off. Customers' needs and expectations evolve, so your research should, too. Regularly revisit your VoC program to:
•    Update survey questions based on recent trends or issues
•    Test or introduce new feedback channels 
•    Keep an eye on competitors to see how customer expectations are shifting

A strong VoC program is a conversation — it should be ongoing, not a one-time check-in.