The VOC, or Voice of Customer, is a way to ensure that you stay on top of how your customer feels about your account performance.

Voice of Customer (VOC) Surveys in Kapta

Understanding Voice of Customer

Voice of Customer (VOC) is a critical component of effective account management in Kapta, providing structured methods to collect, analyze, and act on customer feedback. VOC surveys help you gain valuable insights into customer priorities and plans, supporting the "act" component of the "know act measure" process.

VOC Survey Structure

Question Configuration

• Typically includes 3-5 interview-style questions
• Questions are configured by your administrator
• Focuses on understanding customer motivations and future plans
• Examples include "Why do you buy from us?" or "What are your top initiatives for next year?"
• Hovering over the eye icon shows detailed question descriptions

Answer Types

• Free-form text responses for open-ended questions
• Multiple-choice options (e.g., rating partnership from poor to excellent)
• Yes/no selections for specific inquiries

Best Practices for VOC Collection

Recommended Approach

• Collect feedback from top 2-3 account contacts
• Refresh answers approximately every 90 days
• Ideally conduct interviews in person or by phone
• Email surveys can be used as an alternative

Recording VOC Answers

From the Account Details Tab

1. Navigate to the VOC section in the account details tab
2. Click a question to open it
3. Click "Add Answer"
4. Record the response in the description field
5. Add or dictate additional notes if needed
6. Include the name of the contact who provided the answer

For Multiple-Choice Questions

1. Click "Add Answer"
2. Select the appropriate response option
3. Add comments in the notes field (used for AI scoring)

From the Contact Details Page

1. Navigate to a contact's details page
2. Record VOC answers directly in their profile
3. Previous answers will be displayed with date and sentiment
4. Answers recorded here automatically populate in both the contact's and account's VOC sections

Leveraging VOC Responses

Text Highlighting Feature

When text is highlighted in VOC answers, three icons appear allowing you to:

• Add the text as a task
• Add the text as an action
• Add the text as a goal

This feature helps translate customer feedback directly into actionable items within Kapta.

AI-Powered Analysis

If enabled by your administrator, Kapta provides sophisticated analysis tools:

Sentiment Analysis

• Answers are scanned by Kapta's AI language processor
• Responses are scored as positive, neutral, or negative
• For multiple-choice questions, comments in the notes field are used for sentiment scoring

Data Visualization

• AI-generated word cloud filtered by relevance or occurrences
• Sentiment table displays each contact's most recent answer sentiment
• Clicking a contact in the sentiment table opens their details page

Managing VOC Data

Minimizing/Expanding

• Minimized view shows the number of completed questions
• Expanded view shows response counts with AI-generated sentiment colors

Filtering Options

• View active questions
• View archived questions
• View all questions

Editing and Updating

• Each answer includes an edit link
• Update or remove responses as needed

Identifying VOC Contributors

In the accounts contacts list, a microphone icon indicates contacts who have provided at least one VOC answer, making it easy to track participation.

Reporting Capabilities

Access VOC reports by clicking the reports link at the top of an open account:

• Voice of Customer report
• VOC Contact Sentiment Grid report
• Available reports are configured by your administrator

Benefits of Regular VOC Updates

• Provides essential input for the "act" component of account management
• Keeps your account direction aligned with customer goals
• Helps identify emerging priorities and potential issues
• Creates opportunities to translate customer feedback into actionable tasks
• Enables data-driven account strategy through AI-powered analytics