Have you ever wondered how leading brands go about collecting feedback from their customers? Staying at the forefront of the market requires a lot of things. But one ingredient spanning all sectors, is the ability to stay close to your customers.
Using voice of customer data is a great way to stay on the pulse here. In this article, we're going to walk through a handful of voice of customer examples to explore how brands leverage the data.
Whether you're a seasoned VoC lead, or want to get a first look at how this data can be collected and used, we've put together an inspiring line up that's sure to drop a new creative insight or two.
Let's dive in.
What is Voice of the Customer?
Voice of the customer (VoC) is the process of gathering customer feedback and analyzing customer feedback and sentiment to better understand sentiment and preferences. It plays a crucial role in carving out a competitive space in the market, as it provides valuable insights into your customers’ needs and wants.
VoC programs use various tools and techniques like surveys, interviews, social media monitoring, and data analytics to collect and analyze customer feedback across different touch points with your business.
Benefits of Voice of the Customer on Customer Satisfaction
Getting value from voice of the customer data is not just about gathering feedback. It's about leveraging valuable insights to drive strategic decisions that improve business outcomes.
Before we dive into the voice of customer examples below, let's outline the ways that VoC customer feedback can transform your business:
Customer-centric decision making: VoC data provides a direct line to customer expectations. So you can make informed decisions aligned with customer preferences.
Improved product and services: listening to customer feedback points you to areas for product enhancement, leading to increased customer satisfaction.
Enhanced customer experience: VoC insights help in tailoring experiences to match customer expectations, resulting in higher retention and positive referrals.
Effective marketing strategies: understanding customer sentiment helps you craft marketing campaigns that truly resonate with your audience, driving engagement and conversions along the customer journey.
Reduced customer churn: VoC data helps you proactively address customer concerns and pain points before they escalate, so you can foster customer loyalty and retention.
Competitive advantage: leveraging VoC insights, you can innovate to create more value and deliver exceptional experiences, gaining an edge in the market.
Best Voice of Customer Examples
Now, let's explore different examples of how leading brands use voice of the customer data to elevate their overall offerings and customer sentiment.
1. Starbucks: Behaviour monitoring
Starbucks conducts regular customer surveys and tracks real-time customer behaviour to get customer feedback on their in-store experience, product quality, and new menu item preferences.
With the Starbucks app and rewards program, the company is tracking customer purchase patterns, engagement, and preferences to personalize their experiences. Across their 30,000 stores, they collect data on customer behaviour like foot traffic, peak hours, and product popularity to optimize operations and the overall customer experience.
More active forms of collection include analyzing comments and discussions on social media ongoing, and conducting focus groups to gain deeper insights into preferences.
Takeaways:
Leverage multiple VoC data sources: Starbucks uses a diverse set of methods to collect customer feedback, from surveys and loyalty programs to social listening and ethnographic research. This provides a well-rounded understanding of their customers.
Integrate VoC into digital touch points: By embedding VoC collection into their mobile app and digital platforms, Starbucks is able to gather real-time, contextual feedback and use it to personalize the customer experience.
Use VoC insights to drive continuous improvement: Starbucks demonstrates a strong commitment to responding to customer feedback, whether it's bringing back popular menu items, enhancing sustainability efforts, or improving service and operations. This helps build customer trust and loyalty.
2. Apple: In-person customer service
Apple gathers VoC data through user forums, social media monitoring, and in-depth customer interviews to identify pain points and unmet needs for product development.
When customers reach out to Apple support or show up at the Genius bar, the company collects data on the themes of their inquiries, feedback, and any issues encountered. The customer support team plays a crucial role in this process, collecting data on the nature of inquiries and feedback to enhance the customer experience. These customer support interactions are invaluable for identifying pain points and areas for improvement. Apple also collects behavioural data within its apps and services, like device usage, search history, and product interactions, inferring customer preferences and needs.
Apple is also known to conduct in-depth interviews, home visits, and observational studies to deeply understand how customers use their products and services in real-world settings.
Takeaways:
Prioritize transparency and consent: Apple’s App Store privacy guidelines demonstrate a commitment to transparency, requiring developers to disclose the customer data they collect and how it is used. This builds trust by giving users control over their information.
Leverage both direct and inferred VoC data: In addition to soliciting direct feedback, Apple gathers inferred VoC data from user interactions within its ecosystem. Combining these sources provides a more comprehensive understanding of customer needs and behaviours.
Invest in qualitative research: Apple complements its quantitative VoC data with ethnographic studies that offer rich, contextual insights. This helps the company deeply empathize with customers and uncover unmet needs to drive product innovation.
3. Nextdoor: Product feedback
Nextdoor uses product feedback about their app to identify unknown points of friction and fix bugs impacting their users.
As a social network centered around local neighborhoods, Nextdoor has cultivated an active online community where users can share experiences, ask questions, and offer feedback that the company can leverage. Thanks to customers submitting regular feedback, they were able to determine key issues and bugs with their platform that otherwise would have gone overlooked.
Using Kapiche, Nextdoor closely tracks conversations, reviews, and sentiment around its brand and app on social media platforms to stay attuned to emerging customer trends and concerns.
Takeaways:
Embed VoC collection within the product: Nextdoor's in-app feedback mechanisms make it easy for users to share their thoughts and ideas, allowing the company to continuously refine the user experience.
Foster an engaged user community: By cultivating an active online community, Nextdoor taps into the collective wisdom and feedback of its user base, enabling the company to stay responsive to evolving customer needs and preferences.
Combine quantitative and qualitative VoC insights: Nextdoor complements its analysis of user feedback, customer service data and social media sentiment to gain a more comprehensive understanding of customer pain points and expectations.
4. LEGO: Focus groups
Lego uses ethnographic research, including home visits and observing children playing, to understand how their toys are used and what inspires creativity. This provides rich, contextual insights for the brand.
By engaging directly with children and parents through focus groups and one-on-one interviews, they're able to gather feedback on new product ideas, designs, and play experiences.
Lego has also cultivated active online fan communities where builders share their creations, provide feedback, and collaborate on new product concepts. With these communities in place, LEGO is able to keep a close pulse on what customers love, and where complaints might arise from.
Takeaways:
Prioritize user-centric research: Lego's ethnographic approach of observing children in their natural play environments provides deep, empathetic insights that drive product innovation. This user-centered design mindset is crucial for understanding customer needs.
Engage customers as co-creators: By fostering active online communities, Lego taps into the creativity and enthusiasm of its most passionate fans. This collaborative approach helps the brand stay relevant and responsive to evolving customer preferences.
Integrate VoC across the organization: Lego leverages VoC data from multiple touchpoints, including customer service, social media, and focus groups. This holistic view enables the company to make informed decisions that enhance the overall customer experience.
5. Marriott: Loyalty programs
Marriott tracks existing customer purchase patterns, loyalty program engagement, and online reviews to personalize the guest experience for both new and existing customers, and identify areas for improvement.
As a member of Marriott’s loyalty program, customers provide detailed information about their preferences, stay history, and feedback. This data is used to personalize the guest experience. Marriott also closely monitors reviews and ratings on third-party sites like TripAdvisor, Expedia, and Google to understand guest sentiment and identify areas for improvement.
Marriott conducts formal post-stay surveys to gather direct feedback on the overall experience, service quality, and areas that exceeded or fell short of expectations.
Takeaways:
Leverage loyalty program data: By encouraging customers to join its loyalty program, Marriott gains a wealth of first-party data that can be used to personalize the guest experience and anticipate individual needs and preferences.
Proactively monitor online reputation: Marriott’s diligent tracking of reviews and ratings on third-party sites allows the company to quickly identify and address any service issues or negative sentiment, protecting its brand reputation.
Integrate VoC across touch points: Marriott collects VoC data from multiple sources, including guest surveys, social media, and customer service interactions. This holistic approach provides a comprehensive understanding of the customer experience to drive continuous improvements.
6. Chick-fil-A: Comment card feedback surveys
Chick-fil-A collects feedback through comment cards, social media, and customer interviews to understand the drivers of their strong customer loyalty.
The company encourages customers to provide feedback through comment cards available in-store, which are reviewed and used to identify areas for improvement. The Chick-fil-A One rewards program is another way the company gathers data on customer purchasing habits, preferences, and engagement to personalize the experience.
Takeaways:
Encourage direct customer feedback: Chick-fil-A's use of in-store comment cards demonstrates a commitment to actively soliciting customer input and shows that the brand values their feedback.
Combine quantitative and qualitative VoC data: By supplementing its analysis of customer behaviour and loyalty program data with direct interviews and focus groups, Chick-fil-A gains a well-rounded understanding of the drivers behind its strong customer loyalty.
Respond to VoC insights in real-time: Chick-fil-A's social media monitoring allows the company to quickly identify and address customer concerns, reinforcing its reputation for exceptional service and building trust with its customer base.
7. Spotify: Personalized playlists
Spotify uses customer listening data to recommend new music, podcasts, and playlists that align with each user's preferences.
As customers stream music and podcasts on the Spotify platform, the company gathers detailed data on their listening habits, preferences, and behaviours. This informs personalized recommendations and content curation.
Spotify also encourages users to provide direct feedback through surveys, ratings, and reviews within the mobile app, which are used to identify areas for improvement.
Takeaways:
Leverage first-party user data: By collecting detailed listening data from its customers, Spotify is able to build highly personalized recommendations and experiences that keep users engaged with the platform.
Embed VoC collection within the product: Spotify's in-app feedback mechanisms make it easy for users to share their thoughts and ideas, allowing the company to continuously refine the user experience.
Combine quantitative and qualitative insights: Spotify complements its analysis of user behavior data with qualitative research methods, such as interviews and usability testing, to gain a more holistic understanding of customer needs and pain points.
8. Netflix: Built in ratings
Netflix analyzes viewer behaviour and ratings to inform content acquisition, production, and personalized recommendations.
With a rating system built into their product, Netflix has a direct line into how customers are feeling about the content available. This direct feedback is used to improve the quality and relevance of future content.
Netflix also frequently conducts A/B tests on its user interface, rotating content recommendations, and other features to gather data on customer preferences and optimize the experience.
Takeaways:
Leverage user behaviour data: By closely tracking customer viewing habits and engagement, Netflix is able to build highly personalized recommendations that keep users engaged and loyal to the platform.
Encourage direct customer feedback: Netflix's rating and review system allows users to provide direct feedback on the content they consume, which the company then uses to inform programming and content acquisition decisions.
Continuously experiment and optimize: Netflix's use of A/B testing and user research demonstrates a commitment to continuously experimenting and iterating on the customer experience based on data-driven insights.
9. Sephora: In-person product testing
Sephora leverages customer reviews, social media, and purchase data to curate their product assortment and optimize their omni-channel shopping experience.
Sephora encourages customers to leave reviews and ratings for the products they purchase, both in-store and online. This feedback is used to curate the product assortment and identify top-performing items.
The company collects customer feedback through surveys, comment cards, and interactions with store associates to understand the in-store experience and identify areas for improvement.
Sephora also closely tracks conversations, mentions, and sentiment around the Sephora brand and products on social media platforms to stay attuned to emerging trends and customer concerns.
Takeaways:
Leverage customer reviews and ratings: Sephora's emphasis on collecting and acting on product reviews allows the company to make data-driven decisions about its merchandise assortment and cater to customer preferences.
Integrate VoC across physical and digital channels: By gathering feedback from both in-store and online touch points, Sephora is able to develop a comprehensive understanding of the customer experience and optimize its omni-channel strategy.
Use loyalty program data to personalize the experience: Sephora's Beauty Insider program provides a wealth of first-party data that the company leverages to deliver personalized product recommendations, offers, and experiences to its most valuable customers.
10. Peloton: In-app usage statistics
Peloton gathers VoC insights to continuously enhance their connected fitness equipment, digital content, and mobile app features.
As customers use Peloton's connected fitness equipment, the company gathers data on workout metrics, class preferences, and product usage to inform product development and content creation.
Peloton encourages users to provide direct feedback and suggestions through surveys, ratings, and reviews within the mobile app. This allows the company to identify areas for improvement and new feature development.
Takeaways:
Embed VoC collection within the product: Peloton's in-app feedback mechanisms make it easy for users to share their thoughts and ideas, allowing the company to continuously refine the user experience.
Leverage connected device data: By collecting data from its connected fitness equipment, Peloton gains valuable insights into customer usage patterns and preferences that can be used to enhance the product and content offerings.
Combine quantitative and qualitative insights: Peloton complements its analysis of user behavior data with qualitative research methods, such as interviews and usability testing, to gain a more holistic understanding of customer needs and pain points.
11. Warby Parker: Try-on program
Warby Parker uses customer feedback to refine their virtual try-on tool, home try-on program, and home delivery options.
Warby Parker's virtual try-on tool allows customers to see how different frames look on their face, and the company uses feedback from this feature to refine the user experience and product recommendations. For their home try-on program, they enable customers to get multiple frames to test at home, then leverage the customer feedback to improve product selection based on preferences. Takeaways:
Leverage customer feedback to enhance digital experiences: Warby Parker's virtual try-on tool and home try-on program allow the company to gather direct feedback from customers to continuously improve these innovative digital experiences.
Respond to online reviews and ratings: Warby Parker's diligent monitoring of customer reviews and ratings, both on its own website and third-party platforms, enables the company to quickly address any issues and maintain a positive brand reputation.
Combine quantitative and qualitative insights: Warby Parker complements its analysis of customer service data and online feedback with user research studies to gain a more comprehensive understanding of customer satisfaction and pain points.
12. Zappos: Exceptional customer service
Zappos analyzes customer calls to identify pain points and train agents to provide a personalized, empathetic experience. The customer support team plays a crucial role in analyzing customer inquiries and feedback to enhance the overall customer experience.
Zappos uses a blend of solicited and unsolicited data when it comes to collecting customer feedback. The team closely analyzes customer inquiries, complaints, and feedback received through its customer service channels to identify recurring pain points and opportunities for improvement. In addition to this unsolicited feedback, they also conduct formal surveys to gather specific feedback from existing customers on their shopping experience, product quality, and overall satisfaction, emphasizing the importance of understanding and retaining existing customers.
Takeaways:
Prioritize customer service as a VoC data source: Zappos places a strong emphasis on analyzing customer service interactions to identify pain points and train its agents to provide a personalized, empathetic experience.
Combine quantitative and qualitative insights: Zappos complements its analysis of customer service data and loyalty program insights with user research studies to gain a more comprehensive understanding of customer needs and perceptions.
Leverage VoC data to enhance employee training and development: By using VoC insights to inform its customer service training and agent empowerment initiatives, Zappos is able to deliver a consistently exceptional shopping experience.
13. Slack: In-app feedback
Slack incorporates user feedback to continuously improve their collaboration software and introduce new features.
The company encourages users to provide direct feedback and suggestions through surveys, ratings, and reviews within the collaboration platform. This allows them to identify areas for improvement and new feature development.
Slack has cultivated active online communities where users can share their experiences, ask questions, and provide feedback that the company can use to enhance the product – a rich source of voice of the customer feedback.
Takeaways:
Embed VoC collection within the product: Slack's in-app feedback mechanisms make it easy for users to share their thoughts and ideas, allowing the company to continuously refine the user experience.
Foster an engaged user community: By cultivating active online forums, Slack taps into the collective wisdom and feedback of its user base, enabling the company to stay responsive to evolving customer needs.
Leverage usage data to drive product enhancements: Slack's analysis of user engagement and productivity metrics provides valuable insights that the company can use to enhance the functionality and user experience of its collaboration platform.
14. Patagonia: Priority customer listening
Patagonia leverages customer insights to inform their sustainable product design, repair services, and brand messaging around environmental responsibility.
They regularly conduct surveys to gather direct feedback from customers on their product experiences, sustainability concerns, and brand perceptions.
With a generous return policy in place (no set time limit, and lifetime guarantees), the company closely tracks the repairs and returns of its products to understand durability, usage patterns, and areas for improvement in product design and quality.
Patagonia also conducts in-depth interviews, focus groups, and ethnographic research to gain a deeper understanding of how customers use its products and engage with the brand's environmental mission.
Takeaways:
Prioritize product quality and durability: By closely tracking repair and return data, Patagonia is able to continuously improve the design and manufacturing of its products to create customer satisfaction around long-lasting, sustainable gear.
Align brand messaging with customer values: Patagonia's VoC insights, particularly from social media and customer surveys, help the company ensure its sustainability initiatives and brand messaging resonate with its environmentally-conscious customer base.
Leverage qualitative research to drive innovation: Patagonia's user research studies, including ethnographic observations, provide rich, contextual insights that inform the company's product development and sustainability efforts, helping it stay aligned with customer needs and priorities.
15. Casper: Device data
Casper uses customer sleep data, reviews, and social media to enhance their mattress design, sleep accessories, and customer support.
Casper encourages customers to leave reviews and ratings for its mattresses, sleep accessories, and overall customer experience, both on its own website and third-party platforms.
Through its connected sleep technology, Casper gathers data on customer sleep patterns, quality, and preferences, which informs product development and personalized recommendations.
Takeaways:
Leverage customer reviews and ratings: Casper's emphasis on collecting and responding to product reviews allows the company to make data-driven decisions about its product lineup and continuously enhance the customer experience.
Integrate connected device data: By gathering sleep tracking data from its connected products, Casper is able to develop a deeper understanding of customer sleep patterns and preferences, which informs product innovations and personalized recommendations.
Combine quantitative and qualitative insights: Casper complements its analysis of customer service data, reviews, and connected device metrics with user research studies to gain a more holistic view of customer needs and pain points.
16. Glossier: Online community
Glossier builds their cult-like following by co-creating products with their online community and responding to real-time customer feedback.
The brand has cultivated a strong online community of loyal customers who actively engage with the brand, share their experiences, and provide feedback on new product ideas and brand initiatives.
Glossier actively involves its customers in the product development process, soliciting feedback and ideas to create new offerings that align with their preferences and needs.
Takeaways:
Foster a loyal, engaged customer community: Glossier's focus on building a strong online community of brand advocates allows the company to gather continuous feedback and co-create products that resonate with its target audience.
Leverage social media for real-time VoC insights: Glossier's diligent monitoring of social media conversations and sentiment enables the company to quickly identify and respond to emerging customer trends and concerns.
Empower customers as co-creators: By actively involving customers in the product development process, Glossier demonstrates a commitment to building products that truly meet their needs and preferences, further strengthening brand loyalty.
17. Ikea: Focus groups
Ikea conducts home visits and focus groups to understand how customers use their furniture and home goods, then refines their designs accordingly.
Using focus groups, Ikea is able to engage directly with customers and get feedback on new designs, product ideas, and their overall shopping experience.
The company collects customer feedback through surveys, both in-store and online, to understand satisfaction levels, pain points, and areas for improvement.
Takeaways:
Prioritize user-centric research: Ikea's ethnographic approach of observing customers in their homes provides deep, empathetic insights that drive product innovation and design. This user-centered mindset is crucial for understanding customer needs and pain points.
Engage customers through qualitative research: Ikea's use of focus groups and interviews allows the company to gather direct feedback from customers, enabling it to develop a more nuanced understanding of their preferences and pain points.
Integrate VoC data across the organization: Ikea leverages VoC data from multiple sources, including customer service, social media, and surveys, to gain a holistic view of the customer experience and make informed decisions that enhance its offerings.
18. Lululemon: Physical and digital channels
Lululemon gathers feedback through their loyalty program, social media, and in-store interactions to inform product innovations and community initiatives.
Through its loyalty program, Lululemon gathers data on customer purchase history, product preferences, and engagement, which is used to personalize the shopping experience.
The company closely tracks conversations, reviews, and sentiment around the Lululemon brand and products on social media platforms to stay attuned to emerging trends and customer concerns.
Its passionate community of customers provides invaluable voice of the customer insights. Lululemon's fitness and lifestyle groups provide ongoing feedback and ideas through local events, ambassador programs, and online forums.
Takeaways:
Leverage loyalty program data: Lululemon's loyalty program provides a wealth of first-party data that the company uses to personalize the shopping experience and build stronger relationships with its most valuable customers.
Integrate VoC across physical and digital channels: By gathering feedback from both in-store and online touch points, Lululemon is able to develop a comprehensive understanding of the customer experience and optimize its omni-channel strategy.
Cultivate a loyal customer community: Lululemon's focus on building a passionate community of brand advocates allows the company to gather continuous feedback and ideas that inform product innovations and brand initiatives.
19. Trader Joe's: In-store experience
Trader Joe's empowers employees to make real-time decisions based on customer comments, creating a personalized, responsive shopping experience.
Trader Joe's periodically conducts surveys, both in-store and online, to gather direct feedback from customers on product selection, service quality, and overall satisfaction.
Takeaways:
Empower frontline employees to respond to customer feedback: Trader Joe's unique approach of empowering its store associates to make real-time decisions based on customer comments demonstrates a strong commitment to delivering a personalized, responsive shopping experience.
Leverage social media for real-time VoC insights: By closely monitoring social media conversations and sentiment, Trader Joe's is able to quickly identify and address emerging customer concerns, helping to maintain its positive brand reputation.
Combine direct and indirect VoC data sources: While Trader Joe's does not have a traditional loyalty program, the company gathers valuable customer data in store and supplements it with direct feedback from surveys and customer service interactions.
20. Intuit: Formal surveys
Intuit uses customer journey mapping, usability testing, and sentiment analysis to continuously improve the user experience of their financial software.
Intuit conducts surveys to gather direct feedback from customers on their experiences with Intuit's financial software products like QuickBooks and TurboTax. These surveys help the company understand customer needs, pain points, and satisfaction levels.
Takeaways:
Leverage multiple VoC data sources: Intuit collects customer feedback through surveys, interviews, reviews, and usability testing, providing a well-rounded understanding of user needs and pain points.
Emphasize user experience optimization: By mapping customer journeys and conducting usability testing, Intuit demonstrates a strong commitment to continuously enhancing the overall user experience of its financial software products.
Utilize advanced text analytics: Intuit leverages sentiment analysis and other text-based analytics to extract valuable insights from unstructured customer feedback data, such as online reviews and social media conversations.
In summary
So there you have it! Every brand approaches their customer program a bit differently, but hopefully one of these voice of customer examples inspired you on what's possible.
If you need an updated set of tools to help get your program in gear, check out our guide on the top VoC tools to choose from, and some handy criteria to help make the right selection for you.
Want help navigating how to collect voice of customer feedback, and put it to work? Kapiche specializes in aggregating and analyzing feedback. Check out the free Kapiche demo here to see if it's a fit for you!
