Voice of the Customer for B2B

In today's challenging business environment, acquiring a deep understanding of customers, their issues, desires and challenges can provide a significant competitive advantage and can unlock previously unknown business opportunities.


What is the Voice of the Customer

Bsquared voice of the customerAn effective Voice of the Customer (VoC) programme is essential for all companies to monitor customer sentiment, identify issues and spot opportunities.  It's the process by which customer preferences and experiences are collected and then shared throughout the organisation. The insights gathered will contribute tactically and strategically to a business-to-business organisation. Key Voice of the Customer methodologies include analysing customer service feedback and social media, customer surveys and face-to-face customer reviews.

As a B2B company, you are likely to have many touchpoints within your customers - those who purchase your products, those who use them, the decision makers and the influencers. Who to target and how you approach them will vary depending on the objectives you set.

Voice of the Customer enables you to:

  • Understand customer needs, wants and pain points and prioritise these
  • Gather feedback about both experiences (past) and expectations (future)
  • Improve customer engagement through clarification of relationships and use this to drive change
  • Understand customers by gathering opinion and data using common metrics

Listening to your customers is a vital part of your business process. Bsquared has helped many organisations to set up and run Voice of the Customer programmes and we've seen these organisations reap the benefits of the insights generated. We don't have a specific tool to sell, we'll recommend the best data collection method needed to achieve your objectives and help you with the process.


Factors which which we see as essential for success:

  • CEO sponsorship, interest and involvement
  • A clear purpose and objectives, VoC part of an overall customer insight strategy
  • Employees are fully engaged in the process
  • Results regularly shared throughout the organisation


Voice of the Customer Best Practice

  1. Why is it important to listen to the Voice of the Customer
  2. How to set up a Voice of the Customer programme
  3. What are the best data gathering methods?
  4. What is actionable data?


Why is it important to listen to the Voice of the Customer

Measuring and monitoring your customer sentiment will bring powerful insights. Getting the best from the Voice of the Customer is from an ongoing conversation through which you can understand if you are meeting your customers needs.

Gathering customer insights allows you to identify their satisfaction with your services and the likelihood that they would recommend you. But you can be much smarter by understanding how your company fits into your customers' future plans and what level of confidence your customers have in you to deliver against their expectations.

Benefits to the organisation include:

  • Enhance existing commitment and clarify customer / supplier relationships
  • Provide data upon which informed business planning decisions can be taken
  • Identify customer issues and actions required to prevent customer dissatisfaction
  • Identify new product, service or business opportunities and improve performance / delivery
  • Better understand your competitive position

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How to set up a Voice of the Customer programme

Bsquared customer contact mapCreating a robust, company-wide VoC requires commitment, investment and creativity. It also needs to be supported from the very top of the organisation. It should be part of the customer journey, clearly identified as another touchpoint for the customer.

The network of contacts within your customers if often extensive. Feedback can be obtained at an operational level and deeper insights can be gained at a more senior level. 

Customer contact mapping and customer journey mapping are useful tools.


  • Review the most appropriate approach to target customers
  • Content based on the objectives and common metrics for comparison and benchmarking purposes
  • Identify key customers, key influencers and decision makers
  • Agree a project plan, communication plan and associated timeframes
  • Identify stakeholders and target population

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What are the best Voice of the Customer data gathering methods?

This depends on what kind of analysis you are looking for. Indepth analysis about customer future expectations and plans will require a face-to-face review type of activity, whereas gathering tactical customer sentiment can be achieved through a survey.

Data gatheringBsquare Voice of the Customer survey

  • Qualitative - gather data about expectations and opinions from key decision makers and influencers in the most important customers
  • Quantitative - comparative metrics
  • Combination of face-to-face reviews, telephone interviews, online surveys
  • Allows comparison across customers, segments, teams and over time

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What is actionable data?

When you set up a Voice of the Customer programme, part of the planning will be to look at what data you require. Gathering insights and getting actionable data will drive business performance, customer retention and generate customer loyalty.


  • Immediate 'red flag' actions
  • Quantitative data - overall customer metrics, by team, by geography
  • Qualitative information - measurering actual customer perceptions, strengths and areas for improvement
  • Action planning

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We're always happy to have a chat about  Voice of the Customer issues, if you would like to kick the subject around or you have a specific issue, please do not hesitate to give us a call 0203 747 9795 or contact us info@bsquared-consulting.com or contact us