The Chicago Journal

Voice of the Customer Really Matters

Customers are becoming demanding than ever. With the ever-changing demands of the customer, adjustments and innovation will be our primary matra to keep the business relations at peace. It is really essential to pay attention of the wants, feedbacks, suggestions and comments of the customer to improve the quality business we are running. So, it is really important to open your eyes and ears to see and hear the feedbacks of your customers. In business, we have to be more assertive and critical in meeting the demands of the customer. Disregarding their voice will lead your company in the turmoil. By the way, what is Voice of the Customer?

Voice of the Customer (VoC) is a term that describes your customer’s feedback about their experiences with and expectations for your products or services. It focuses on customer needs, expectations, understandings, and product improvement. Maintaining the connection between the company and customer is the most challenging task in the corporate world. The strategies and the services should remain consistent and flexible for as the customer needs vary from time to time. 

Before you begin the building and planning for achieving customer relations consistent growth, you have to gather data or conduct a market research for the validity and identification of their needs and wants. Too often people rush into building a program without aligning all the necessary factors to move forward with creating a customer-centric organization


It always starts with the leaders. As the chief of the corporate world, you have to exemplify the qualities and traits of a strong and consistent leader. The decision is always on your last word. Leaders must initiate and inculcate to the members about the importance of prioritizing the voice of the customer. Also, you have to begin it inside your organization or staff. As they say, “you have to walk the talk”.


The goals and objectives should be clear so that the goals will be easily identified. Start with coming up with conventional ways on how to build connections and linkages with your customer to understand the demands to be met. 

Collaboration is really vital in for the long-term success of the customer-relations. The employees must be fully engaged and dynamic in creating successful customer initiatives. Hence, Social Media is the most widely used platform wherein the customers can relay their feedbacks and suggestions. The company should also keep abreast with the latest trend to keep up with the ever-changing needs of the customers.


The members of a company must run towards to the same direction, vision and goal and they must communicate with each other to establish better strategies and plans to promulgate the common vision. Basically, the actions and steps made should align with the improvisation of the customer’s satisfactory needs. We cannot avoid differences of ideas in an organization but each of the members should be open with dynamic ideas as long as it will improve the better services of the company as well as the product features.


There’s no overnight success and the consistency of the strategies and actions should be executed smoothly to avoid conflicts in customer relation. The voice of your customer provides hints and direction towards the success of the company, and with this, the willingness and commitment of the company to satisfy the customer’s wants is really a challenging part. An open-communication is a must to clarify the future services that a company wants to offer. Hearing the voice of the customer will be very beneficial in establishing the growth and welfare 


The company must deliver updates about the programs and initiatives. It is very essential to notify the customers to determine if the new innovation is favorable or not relevant at all. That is why, the establishment of connection with the customer is really beneficial.  This includes increasing market penetration by widening your marketing and promotion within your target market, increasing share of wallet by getting your customers to avail your services with you than they do with your competitors and improve spending by taking what your customers are spending in other areas and getting them to spend it with you instead.

Opinions expressed by The Chicago Journal contributors are their own.