Choose a country

United KingdomEnglish
South AfricaEnglish

Making business sense of the Voice of the Customer

15th July 2015

With customers interacting on more channels than ever before, businesses are able to paint a detailed picture of what their customers think about the company, as well as where and why they’re talking about it.

For this reason, Voice of the Customer (VOC) is very much the word of the moment amongst customer management circles. But despite all the buzz around VOC, very few businesses are using this wealth of information to bring about positive change within their organisation.

Let’s think differently about VOC for a moment. Instead of just being a pile of unintelligible data, look at VOC as insight that extends beyond all of the figures and lists, to ask what all of this actually means for both customers and the business.

Turning to technology alone is unlikely to give you the answer. For the time being at least, there is no single technology player out there that can establish a ‘cause and effect’ link between data from multiple channels and a company’s own customer systems. Businesses need to turn to themselves instead, pulling together outputs from several different technology systems to make sense of what they’re seeing.

With all of this data flying around, it can be easy to forget how important it is to have the right people in place as part of the VOC process. After all they are the ones who actually know how to transform data into actionable insight.

We find that in many customer management operations where analytics skills do exist, they are largely focussed on operational metrics rather than thinking about how VOC could be used to bring benefit to other areas of their business. Having identified this gap, we built a team of customer insight specialists whose dedicated role is to turn data into intelligence.

This is where collaboration comes in. For insight teams to be effective – no matter how great their technology and insight capabilities – they must be closely integrated to the wider business so that their recommendations will be listened to, evaluated and, ultimately, put into action.

Our own team has so far delivered some fantastic results, using their insight to put forward plans for change and new initiatives designed to improve customer experience, reduce operational costs and boost revenue for our clients.

But how do you measure if all this effort has been worthwhile for the customer? You have to come full circle here, returning once again to VOC. If a company has successfully resolved a customer issue, then any noise about it will have gone away. A simple idea, maybe, but VOC is a powerful tool that is capable of bringing about tangible change across your whole business. If you know how to use it, that is.

Helen Murray
Article by: Helen Murray

News & Insights

Webhelp Payment Services
Solution Designer
Service Provider
Technology Enabler
Webhelp acquires Runway BPO

Webhelp reinforces its best-in-class nearshore portfolio Acquisition of Top Multilingual Customer Experience Firm Runway BPO Completed PARIS, May 16th, 2018 – Global leading BPO and customer experience company Webhelp has confirmed the acquisition of the majority of the share capital of top multilingual nearshore firm Runway BPO has been completed. Runway, which is headquartered in...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Webhelp Wins Four Awards in the 2017 BPeSA and CCMG Awards

Leading global customer experience and business process outsourcing expert Webhelp has been named the top operator in four categories at this year's BPeSA and CCMG Industry Awards. For the first time this year industry bodies BPeSA and CCMG joined forces to run a combined awards process. The BPO...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
Insight Partnership with a Major Telco Provider


Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Digital Coaching: Retailer Feature

'Wouldn't you rather not call me?' Why the contact centre's biggest contribution to retail success is to drive contact online. Two years ago the global consulting firm Deloitte threw a cat among the retailing pigeons with its prediction that by 2020 physical stores would be replaced by...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
[Infographic] Transformation of Outsourcing: From the 60s to the present day

Outsourcing has well and truly transformed over the decades... From the first known 'call centre' in the 60s, to the Continental Airlines telephone booking system off the 70s, through to the multichannel options available on our mobile phones today...'s easy to see how customer...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies: