Voice of the customer (VoC) can mean different things to different people, in the same way customer marketing and customer advocacy are sometimes interchangeable, and other times distinct streams of customer-powered business practices. At its core, VoC is simply the process of capturing, analyzing, and actioning customer insights.
Most companies have some form of capture mechanism in place, whether that’s an annual satisfaction score, a more in-depth, point-in-time survey, or a Customer Advisory Board. But we tend to forget the importance of looking across the customer journey and pinpointing opportune moments to not only capture feedback, but also curate the next steps. This is how we move from customer success to customer loyalty, and ultimately to the point of advocacy.
