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065:Increasing Your Company’s Flexibility and Adaptability with a Voice of the Customer Process

Posted By Digital Enterprise Society, Wednesday, August 12, 2020
Updated: Tuesday, August 11, 2020

065:Increasing Your Company’s Flexibility and Adaptability with a Voice of the Customer Process



There are valuable opportunities for growth based on customer feedback, but too often companies just aren’t listening to what their customers are saying. In today’s episode, Thom and Craig interview Samantha Ziesel, expert on Voice of the Customer (VOC). Together they discuss the importance of listening to your customers and changing your company based on their feedback. In this new pandemic world, it is more important than ever to understand and respond to your customers' needs. Every job includes a critical element of customer satisfaction. Through the conversation Sam helps define a VOC process and explains the benefits companies can realize from a structured VOC methodology.

On today’s podcast, you will learn:

Defining and capturing the Voice of the Customer process

  • VOC is a business and technology term for the process aimed at capturing your customer’s expectations and experiences working with you as their supplier

  • VOC offers better insight and a snapshot of reality of your customers expectations and bridges the gap between engineers and market research 

  • This process overcomes some of the silos that are commonly found in organizations 

  • VOC doesn’t reflect a pinpoint in time, it’s a continuously evolving journey that must be continuously acted upon

  • If appropriate action isn’t taken immediately, VoC can become a negative experience 

  • Companies have to be agile and willing to change based on customer feedback

The benefits of an effective VOC program

  • VOC offers improved customer experience and customized products and services that will better respond to customers needs

  • There is always potential for new opportunities with new customers

  • VOC allows you to understand your company performance and success through the eyes of your customer 

  • VOC increases customer satisfaction, loyalty and prioritization of high-impact customer issues

  • Relying too heavily on digital interface loses the human-to-human interface- the human element behind digital communication is a critical link to your customers

  • Failure to listen to the real voice of your customer can result in major lost opportunities 

Embracing flexibility for greater company success

  • In this time of COVID-19, company flexibility is more critical than ever as safety is currently more important than ease of use

  • Internal and external VOC are both equally valuable to the future of your company

  • Even if it’s not good news, companies need to be ready to embrace information that provides a great opportunity

  • Every position in every company should have some element of VoC to it 

Do you have an example of extraordinary efforts or innovation during these unprecedented times? We would love to hear your story and possibly interview you for an upcoming episode. Please reach out to us at



Samantha Ziesel is an Innovative Leader, Process Engineer and Subject Matter Expert in design and execution of CX & VoC Platforms-Tools & Processes.  Sam most recently worked with Meggitt PLC in the Group Strategy, Sales & Marketing division, where she was appointed as the leader for the development, implementation & management of their Global Voice of the Customer (VOC) strategy, policy & processes in support of Group strategies.

Sam is performance-focused, results-driven, and experienced B2B, B2C, C2B, and B2G versatile Customer Service and Operations Executive with rich experience in international customer service improvements, customer engagement, design & development of global CX, CSAT & VOC strategies tools and processes, NPS, transformation, operational excellence, employee achievement, and service delivery initiatives.  She is an award-winning leader recognized for embracing change, cultivating positive relations, and attaining the highest levels of operations success.

Tags:  VOC 

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