Voice of the Customer
8 out of 10 executives believe that their company loses sales each year because of a failure to create engaged customers*.
It’s unsurprising that Voice of the Customer (VOC) Programmes have increasing prominence – helping organisations design, execute and monitor the effectiveness of their business strategies.
*Economist Intelligence Unit data
Our solution
Our Voice of the Customer service enables you to efficiently and cohesively gain fundamental insights into what your customers really need from your business, products and services.
Our systematic, multi-source methodology maps customer expectations, experience and pain points, to provide granular and timely insights into what drives satisfaction, engagement and advocacy.
Leveraging our analysis will enable you to prioritise the right improvements, through the right channels, to build competitive advantage and achieve deeper customer profitability.
James Kershaw
Partner, Voice of the Customer

Challenges you may be facing
Benefits we can bring
What we do
Using a proven methodology, along with complimentary service modules, we develop a bespoke VOC programme for you. Tapping into meaningful and actionable insights that put VOC at the heart of your organisation to drive continuous improvement in key performance metrics:
‘As is’ Evaluation
Best Fit Capture Methods
VOC Platform & Tool Selection
VOC Dashboard (Fully Integrated Solution)
Customer Centricity Scorecard Development
Business Improvement & Ongoing Management (PMO)
Voice of the Customer client success
Embedding a holistic, multi-channel VOC programme across a global division

Leveraging customer insight to design all aspects of a new product launch

How it’s delivered
A systematic approach, tried and tested across multiple industries. So your VOC programme yields actionable business insights and helps you drive timely strategies that anticipate and deliver against the needs of your customers. Delivered through 5 stages:
We begin with mapping the customer experience across all-important customer touchpoints, using priority ‘customer scenarios’ to guide the time investment during this insight stage. Augmenting with customer needs research, analytics and customer service insights where available. As an example, the following end-to-end areas would be analysed for a digital software business:
1. Discovery
Meetings and workshops with key stakeholders to understand functional goals and business plans and how they align around customer outcomes.
Evaluate ‘CX Principles’ at the industry and/or sector level.
Establish key themes for VOC capture. Define USP’s to highlight/test responsiveness.
2. VOC Design Phase
Determine customer prospects and scope for inclusion – assign segmented attributes for analysis.
Map insight capture methods for each customer and segment type to drive optimal response rates.
Prepare communications plan (internal & external) to support VOC rollout.
3. Execute 1st Generation VOC
Build VOC content leveraging a range of tools and best practice methods.
Execute plans based on agreed VOC design (e.g. administer customer interviews, surveys).
Document key observations and implications, pain points and suggested improvement areas.
4. Interpret & Analyse Insights
Use data to articulate prioritised current and the emerging customer wants, needs and drivers of satisfaction.
Produce programme dashboard that presents both big picture view and drills down to segment levels.
Synthesise and extract key recommendations (to feed into prop/sales/GTM design).
Review VOC findings with business stakeholders – agree and prioritise focus areas.
5. Design & Prioritise Solutions
Apply the insights to product, process or service development initiatives that solve pain points or implement suggested improvements.
Drive the implementation of changes initiatives using the PMO approach.
Refine approach for 2nd generation VOC rollout. Establish an ongoing operating rhythm for continuous improvement leveraging VOC insights.
Monitor results and effectiveness over time, using appropriate KPIs aligned to clear, measurable customer outcomes.
Meet some of experts
DWG is the UK’s most experienced digital transformation consultancy. A team of 50+ senior digital change experts, internationally experienced, meet some of them:
James Kershaw
Partner, Voice of the Customer