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How to Build a Voice of the Customer Program


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“Voice of the Customer” (VoC) is one of those terms that vendors and professionals in the field love to toss around, but what is it and how do you build a VoC program?  

Our goal with this guide is to remove the hype from VoC and walk through the essential building blocks of a successful program. 

In this guide we discuss

  • A brief overview of what it all is 
  • The necessary components of voice of the customer 
  • How to implement a voice of the customer program


Voice of the customer programs requires a sound structure and consistent follow-through to be effective, according to experts at Forrester. When done well, they drive customer experience improvements. Building your program is going to require a little bit of detective work as a lot of what you’re seeking from your customers is going far beyond the words they share with you, by how they feel about your products and brand. 

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