Why is the digital Voice of the Customer important?

Understanding your customers’ motivations and expectations are the building blocks to adopting a customer-centric strategy. Brands leverage VoC data to paint a clearer picture of their customers, which in turn helps them better personalize the customer experience, prioritize key drivers of the experience and know what matters most to their customers.

In fact, industry-leading organizations who leverage a VoC program in their key decisions have seen tremendous success, including:


Improved response times


Greater return on marketing


Lower customer care costs


Increase in revenue

Collection methodology

 A core aspect of any VoC program is to collect and better understand the intentions, experiences and expectations of your visitors. Today, there is a plethora of ways to engage your visitors for feedback, from a feedback tab to using a pop-up survey to social media.

But too often, marketers place similar expectations on each of these methods, even though the way that you engage your visitors has an enormous impact on the nature of the information you will collect. 

So to make sure you use the right methodology, you must first ask yourself: 

“What do I plan to use the data for?”

Below is a guide to the different types of sampling methodologies you should consider based on the business need you want to address with your customer feedback:

 Business Need




Type of feedback

Reproducible & Representative sample

Targeted audience sample

Individually focused sample

Solicitation methods

Random active/pre-post

Triggered behavior

Passive persistent



Business need - STRATEGIC

Voice of the Customer - pre-post example

Example of the pre-post survey on a mobile device.

If you want to keep your finger on the pulse of your website experience and measure Key Performance Indicators (KPIs) like Task Completion, Net Promoter Score® (NPS®) and Customer Satisfaction, then you need to collect a representative and reproducible source of customer feedback.

The best method is to use a Random Active Solicitation which ensures that you collect feedback that is representative of how all of your website visitors feel about your website, and provides an accurate measurement of KPIs that you can track over time you can leverage to drive strategic decisions.

The most common engagement technique associated with collecting a reproducible and representative sample is using a pre-post approach. This involves inviting a random portion of your website visitors on arrival to your website to complete a survey at the end of their visit.

Business need - TACTICAL

If you are looking to collect feedback to help you address specific issues on your website, such as broken links and other technical issues, then you need feedback that is unique to the individual visitor who experiences this issue.

The best method for collecting tactical feedback is a user-initiated approach which allows your visitors to leave their feedback at any point during their visit by clicking a button that is shown persistently throughout their visit. This is commonly referred to as a Comment Card or a Feedback tab.

This approach allows you to collect specific feedback relating to unique barriers that this visitor experienced during their visit, which you can then easily relay to key stakeholders in your company, so they can address these issues. 

Voice of the Customer - Comment card example
Example of a Feedback tab (Comment Card) on a mobile device.


Business need – Optimization

If you want to optimize the performance of specific aspects of your website, such as the shopping cart or a product configurator’, then you need to collect targeted feedback from those who use these items.

The best approach for optimization is a targeted behavior solication appoarch. This involves prompting a specific audience for their feedback based on how they interact with your website during their visit (e.g. behavioral criteria), such as Number of Pages Viewed, Time on Site or specific URLs to which they navigated.

For example, by triggering a support-specific survey to collect feedback from visitors who accessed the Support section of your site, you can understand how effectively your online support tools are meeting visitors’ needs, and how you can optimize these resources.


Remember: Not all engagement methods are created equal

The approach you adopt as part of your VoC program will ultimately impact the type of data you collect, and how key stakeholders in your company can use it.  

For example, if you want to collect customer feedback to help you improve the online shopping cart experience on your website, then your business need for this feedback would be “Optimization”. Therefore, you need to use a targeted sampling methodology that engages only visitors who used the shopping cart during their visit.

Alternatively, if you want to collect data you can trend over time to monitor your visitors’ website experience, your business need in this case would be “Strategic”. So you would need to use a representative sampling methodology to collect an accurate view of what your visitors overall feel about your website.

iPerceptions VoC Methodologies white paper

VoC collection methodologies whitepaper

Everything you need to know about the different ways of collecting feedback from your visitors


Types of Voice of the Customer questions

 When starting to design your VoC program, one of the most hotly-debated issues is what questions to ask your customers.

Before deciding which questions to include in your VoC program, make sure you keep these key principles in mind:

  1. Keep the number of screen interactions to a minimum (a screen interaction is any mouse click or scroll required by the respondent to answer a question)
  2. Keep your VoC research relevant and to the point
  3. Make your survey interactive and easy on the eyes

Learn more about how to increase survey response rates.

While there is an infinite number of questions that can be included as part of a Voice of the Customer program, there are a few key metrics that will get any program off the ground.

Four of the most widely used VoC metrics are:


Satisfaction is a well-established metric that is used to measure and manage the customer experience over time. Satisfaction is typically used to provide a baseline measurement of performance, identify change, and understand key drivers to set and align priorities.

One of the most widely-used ways to phrase a question to measure customer satisfaction is:

“How would you rate your overall experience today?”

Learn more about customer satisfaction.


Net Promoter Score® (NPS®)

NPS is a customer loyalty metric developed by Fred Reichheld, Bain & Company, and first appeared in Reichheld’s Harvard Business Review article “One Number You Need to Grow”.

One of the biggest benefits of NPS is that it has been shown to be a strong leading indicator of overall company performance. Yet, while it is not without its limitations and critics, it remains a useful and simple metric that can be easily implemented.

The NPS is derived from asking the following question:

“How likely is it that you would recommend [brand] to a friend or colleague?”

Learn more about Net Promoter Score.


Visitor Intent and Task Completion

When looking for ways to optimize the performance of your digital properties, you must first start with what your individual visitors are looking to accomplish on your website.

Visitor Intent and Task Completion help you understand how your customers interact with your website or mobile app beyond web analytics data by getting into the mind of your visitors to not only better understand the context of their visit, but also to confirm the underlying factors that drive how they interact with your website. 

To collect Visitor Intent, consider using a ‘Purpose of Visit’ (PoV) question:

“Which of the following best describes the primary purpose of your visit?”

And the metric ‘Task Completion’ is typically derived from the following question:

“Were you able to complete the purpose of your visit today?”

Learn more about visitor intent and task completion

VoC and Web Analytics eBook

Use VoC data to understand your Web Analytics

Get all the details in this ebook.


Analyzing Voice of the Customer data

Once the voice of your customers starts streaming in, you need to unleash the power of this data through interactive visualizations, and by sharing the data to key stakeholders throughout your organization so they can optimize the Customer Experience.

Below are some of the most common ways to slice and dice your VoC data.


Customize dashboards to your unique needs and create different dashboards for different stakeholders.


Learn More

BI Reporting

With crosstabs, nested tables and trended analysis, analyze your VoC data however you want.


Learn More

Text analytics

Quickly discover themes and trends in your open-ended feedback using natural language processing and sentiment analysis.


Learn More


Compare your visitors' intent, characteristics and satisfaction to your competitors.


Learn More

Voice of the Customer tools

Now you have everything you need to create your own VoC program. But is it worth it to go it alone or partner with a full-service vendor?

Many digital marketers think that a self-serve survey tool is sufficient to run a VoC program. In reality, to get the most value out of the voice of your customers, it requires an experienced team to manage the diverse aspects of a digital VoC program, from implementation experts to research analysts.

In this video, Duff Anderson, Co-founder and SVP at iperceptions, explores the advantages and disadvantages of running VoC research using self-service VoC tool, as opposed to partnering with a research partner.


Learn more about the advantages of using a full-service VoC solution.


Get a personalized demo of iPerceptions' platform and capabilities with Duff Anderson.