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Why Voice of the Customer is Critical—and How Canon ITS Can Help


If you don’t know how your customers view your business, what their experience is like when they interact with you, or what their needs are, you can’t meet their expectations. It sounds simple enough. But many organizations struggle with how to gain useful customer feedback and turn it into actionable insights. 


That’s where Voice of the Customer (VoC) can help.



VoC can help you deliver a better customer experience—one that differentiates your company and builds a growing, loyal customer base. By understanding why VoC is essential to meeting your customers’ expectations and how solution providers like Canon ITS can help you capture and use VoC data, you can begin to leverage these insights to your advantage.


Why VoC is Vital to the Customer Experience


The term “Voice of the Customer” was coined in 1993 in what is considered a groundbreaking academic paper published at the Massachusetts Institute of Technology about gathering customer requirements. Now used extensively by businesses across every industry, VoC is a methodology for capturing feedback from customers to learn how they feel about your business, your brand, and your products and services.


 The insights gleaned from VoC can be invaluable in informing your customer service strategy and improving the entire customer experience—and that can prove a true win-win.

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For companies, an effect VoC strategy can:


  •  • Improve your customers’ satisfaction, increasing the odds that you’ll retain their business



  • • Help you understand what your customers think, even when they don’t choose to tell you proactively (which is critical, since only 1 out of 26 unhappy customers will complain and the other 25 will simply take their business elsewhere)


  • • Create a group of vocal advocates who share their positive experiences


  • • Encourage customers to post positive feedback—the kind that influences others to buy from your company


  • • Spot a negative trend and take corrective action before it escalates


  • • Determine which new features or enhancements customers are most likely to value


  • • Glean ideas for new products or services to bring to market



For customers, your VoC program can:


  •  • Encourage them to engage with your brand more intimately


  • • Demonstrate that you value their opinions, preferences, and expectations 


  • • Illustrate that you want to understand them and treat them as individuals (which two-thirds of customers cite as a reason to spend more with a company) 

  • • Engender their loyalty, ensuring they continue to do business with you

Capturing and Using VoC Data


For VoC to serve as a useful tool for guiding your customer service strategy and improving the customer experience, you need to capture the right data across all the different channels your customers use to interact or conduct business with you. Whether it’s live chat, social media monitoring, online reviews, or recorded call data, the more touchpoints you can incorporate into your VoC initiative, the better the insights you’ll gain.

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Yet, collecting VoC data is just the start. Once you’ve captured the necessary information about your customers’ expectations and experiences, it’s time to put that data to use. By conducting thoughtful analysis of VoC data, you can:


  • • Identify trends and patterns in customer feedback


  • • Gain an in-depth understanding of customer expectations, preferences, challenges, and pain points


  • • Understand what it’s like to interact with your company, from the customer’s perspective 


  • • Develop a strategy and action plan for improvement to ensure your customers’ experiences align with their expectations


Organizations that implement a VoC strategy typically use a wide range of tools and techniques to capture the data that’s essential to understanding what their customers think and expect. If you take an omnichannel approach to customer service, you have an even broader array of options available for collecting customer insights.


For example, businesses that rely on Canon ITS for omnichannel support can leverage insights from every service channel their customers use to interact with them—from social media to recorded call data, and even their customer support tickets. Consider that when a customer interacts with a service representative, it’s at a point when they’re likely to be very happy or very unhappy with your product or service. If you can go beyond the specifics of that single interaction, aggregate the data across all service channels, and identify patterns and trends, you’ll be in prime position to improve the service experience across your customer base.







How Canon ITS Can Help

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As a leading provider of customer service and customer experience management solutions, Canon ITS is the ideal partner to help you implement an effective VoC strategy. Our robust technology solutions and dedicated, highly skilled customer service teams enable us to capture the Voice of the Customer data you need and deliver analytics that make that data actionable.


Canon ITS offers a variety of methods for collecting and analyzing data from our service interactions with your customers—enabling you to better understand how their needs and expectations are evolving and whether their experiences with your business and your brand are meeting their requirements. Our customer experience management services make it easy to obtain useful data about every interaction your customer has with your service channels, enabling you to improve the experience no matter how they choose to work with you.


While capturing this data is critical, it’s just one element of the VoC support you can expect from Canon ITS. We also provide robust analytics, then offer actionable recommendations for improvement during strategic process consultations.


By outsourcing your customer service to the experienced business process outsourcing specialists at Canon ITS, you gain a partner that’s just as committed as you are to ensuring your customers enjoy an exceptional service experience. In today’s tight labor market—with half of all companies globally reporting that they’re facing labor shortages—outsourced customer service may be the perfect solution for meeting your customers’ increasingly high expectations. 


Contact Canon ITS to learn how our scalable solutions and talented service staff can support your VoC strategy—from capturing critical data about your customers’ expectations and experiences, to offering insights and recommendation that can help you leverage VoC data to improve the customer journey.