Voice of Customer Program

July 29, 2016


Last month we featured customer journey mapping as a foundation piece in maximising customer experience. This month we look at a Voice of the Customer (VoC) Program, where an organisation has an embedded program of putting customers coming first.
A recent CMO article, “Is your Voice of Customer Program disruptive enough”, provided some great insights into the importance of a VoC program.  Essentially, there are four core elements to creating a successful program: CEO sponsorship, understanding your customers, employee engagement and business alignment.
A successful VoC program is based on an overarching strategy championed by the CEO. It’s no surprise therefore, that to achieve an organisation-wide and ingenuous approach to customers, requires commitment from the CEO and the Executive team.  A top-down approach is imperative for success. While your Chief Marketing Officer or Chief Customer Officer can manage the operational aspects of a VoC program, the CEO and Executive will execute their activities through the lens of the customer and importantly use staff interactions to reinforce the principles and benefits of the program.
Another critical aspect in creating a successful VoC program is in understanding your customers. In addition to conducting formal customer research, customer journey maps are a great way to understand the critical touch-points in your customer’s journey as is customer feedback data (i.e. Net Promoter Score, Customer Effort and Customer Satisfaction) and operational data, such as transactional and purchase data.  Moreover, capture what your customers are saying to your front-line staff including your contact centre, sales force and back office staff.  Take on board all the feedback no matter how confronting, your genuine approach to want to hear and integrate what your staff are saying will generate greater buy-in to the program.
The Sears Model, developed back in the 80’s, proposed that happy customers was a direct result of happy and engaged employees.  It still applies today - if your staff are motivated and enjoy coming to work then their enthusiasm will cascade to your customers.  To ensure success with a VoC program, there needs to be a concerted effort to improve employee engagement. So, the employee engagement program should run in parallel or integrated with the VoC program.
Finally, business alignment is essential to ensuring all aspects of the business align to customer excellence.  For example:

  • Are your recruiting practices reflecting the right attitudes and behaviours for new staff?

  • Does a new cross-functional project have its objectives aligned to putting customers first?

  • Is the pending implementation of a new IT system going to maximise customer experience?

  • Do your staff communications include customer success stories?

  • Do you celebrate great customer successes and reward staff accordingly?

To find out more how Exceed Global can assist you in creating a Voice of the Customer program, visit our website, download our Capability Statement or call 0407 889 987.



Isabella Villani

Director & CEO

Exceed Global









Follow us on Twitter    |    Like us on Facebook    |    Follow us on LinkedIn


team@exceedglobal.com                                                      1300 44 88 88



Share on Facebook
Share on Twitter
Please reload

Featured Posts

Customer Journey Mapping Training

May 30, 2018

Please reload

Recent Posts

October 25, 2018

September 20, 2018

Please reload

Please reload

Search By Tags
Please reload

Follow Us
  • Facebook Basic Square
  • Twitter Basic Square
  • Google+ Basic Square

Level 14, 330 Collins Street

Melbourne, VIC, 3000


Legal Notice: The content of this website is proprietary information, and is the intellectual property of Exceed Global (Exceed) and must not be used in any manner without the prior approval of Exceed as applicable.


© Exceed Global

1300 44 88 88