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Voice of the Customer

Why Your Voice of the Customer Data Isn't Actionable (and What to Do About It)

by Duff Anderson, on Feb 14, 2018

Everyone is well aware of the value that customer feedback can bring to your organization. Unfortunately, many companies fall into traps that prevent them from being able to get the most value out of this feedback.  

Brands often fail to realize the primary value of Voice of the Customer (VoC) data, which is that information culled via customer feedback, creates internal alignment and provides insights that allow brands to execute quicker than the competition.

Some of the reasons why companies decide to launch a VoC initiative include:

  • Improving their customer experience
  • Improving conversion from their website, mobile app, or physical location

To do these things, you need to make sure you collect the right customer feedback for your needs, while also making sure that the insights from your VoC program are disseminated to the key stakeholders in your company. Otherwise, your VoC program can be doomed from the start, with key insights provided from your customers potentially falling through the cracks.  

After all, if there is one common theme that appears in all the research that has been done into customer experience optimization, it’s this: Getting the right information into the right hands at the right time is key.  

I recently published an article on that goes into detail on this topic: Why Your Voice of the Customer Data Isn't Actionable (and What to Do About It)”.

In this article, I look at three tips you need to follow to make sure your VoC program shines from the start and has a positive and meaningful impact on your business.  

Click here to check out my article on and see how you can get the most out of your VoC program.


Banner image source: Pexels

Duff Anderson
Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience.

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Your Guide to a Successful VoC Program

Learn how to create a successful VoC program, from designing your program to analyzing your feedback and obtaining insights you can act on to improve the CX.
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