Voice of the


Voice of the Customer

A VoC program captures, analyzes, & reports on customer feedback. For example, the likes and dislikes associated with a companies products and/or services. The data gathered from these insights not only help retain current customers, but also assists in knowing what your future cliental is looking for.

Sample VoC Flow Chart


  1. Product

    Feature Requests Pain Points

    1. B2B

      1. Product A

      2. Product B

      3. Product C

      4. Product D

    2. B2C

      1. Product A

      2. Product B

      3. Product C

      4. Product D

  2. Customer Success

    Support Education

    1. B2B Manager's

      1. Manager A

      2. Manager B

      3. Manager C

      4. Manager D

    2. B2C Customer

      1. Customer A

      2. Customer B

      3. Customer C

      4. Customer D

Net Promoter Score

NPS is a customer service metric that tracks customer loyalty to a specific brand or service.

, is the percentage of customers rating their likelihood to recommend a company, a product, or a service to a friend or colleague as 9 or 10 ("Promoters") minus the percentage rating this at 6 or below ("Detractors") on a scale from 0 to 10.

How is NPS calculated?

Add up the total responses from each group. To get the percentage, take the group total and divide it by the total number of survey responses. Now, subtract the percentage total of Detractors from the percentage total of Promoters—this is your NPS score.

Note: There are two sides to NPS — the quantitative (the rating) and the qualitative side (the feedback)

Customer Satisfaction

CSAT measures how products and services supplied by a company meet or surpass customer expectation.

How to calculate Customer Satisfaction? Customer Satisfaction (CSAT) is calculated by dividing all the positive responses by the total number of responses and multiplying by 100. This results in your CSAT percent. For example, if you have 35 positive responses and a total of 50 responses, your CSAT would be 70%.

DSAT. The exact opposite of CSAT is Customer dissatisfaction (DSAT). DSAT measures whether your customers are dissatisfied with an experience. To track DSAT, you'll analyze the data from the same question in which you ask how satisfied a person is with experience.

Customer Effort Score

CES is a powerful metric to measure customer service satisfaction with one single question. The underlying thought is that service organizations create loyal customers by reducing customer effort. Create your own CES survey.

The CES is measured by subtracting the percentage of customers who replied easy from the percentage of customers who replied difficult. The resulting customer effort score is between -100 and 100 and the higher your scores, the better.

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