Why VoC and CX Can't Be One Size Fits All

Recently, companies have been finding different methods of gathering insight into how customers perceive their products and services. For example, one company uses a combination of surveys to measure how employees feel about the business. Another B2B enterprise software provider tailors its customer feedback surveys to each customer, taking into account their senior executives.

When assessing customer feedback, it is important to consider that all customers are not equal. Some may have a greater lifetime value than others, and their voices should be weighed more heavily. Additionally, it is important to isolate and identify each piece of feedback and pair it with customer records to gain a deeper understanding of customers.

When gathering customer feedback, companies should focus on improving business rather than scores. In order to do this, they must listen to their customers, respond to their feedback, and show that they are making changes based on the feedback. This will create customer relationships that are based on trust and respect.