Know: Voice of Customer (VOC)

The Voice of Customer survey questions and answers about an account is a crucial part of the Know component of our Know-Act-Measure process.

Understanding what your customer is expecting from you helps keep your account direction and decisions closely aligned with your customer’s goals, and puts you in the best position for the Act component, in which you’ll work to formulate the most appropriate action plan.

Found in the Details tab of account, a typical VOC survey consists of 3-5 interview-style questions, designed to gain insight into the customer’s priorities and plans. The questions themselves are set up by the administrator, and are typically along the lines of “why are you working with us,” “what are your top goals for next year,” etc.  

Questions can also be configured to have multiple-choice answers, such as "how would you rate our services, with answers ranging from Poor to Excellent, or "would you recommend our company" with Yes or No options.

We recommend getting VOC answers from the top 2 or 3 contacts from the account, and to refresh these answers every 90 days or so.

Ideally, these questions are asked in person or by phone, after which you can record each answer. The VOC survey can also be emailed to customers.