# What is VoC – Voice of Customer Program?

What is VoC – Voice of Customer Program? A systematic process for collecting, analyzing, and acting on customer feedback.

## How it works in practice

VoC is the business's 'immune system.' Without VoC, you hear about problems after they've grown large. With VoC, you catch problems while they're small. A customer who leaves a negative review is 1 of 26 who stayed silent (the iceberg principle). VoC helps you hear the other 25.

## Related metrics

- NPS — a core component of VoC
- CSAT — another component
- Review Analysis — part of VoC
- Product Development — VoC guides product development

## Common misconception

'VoC = surveys.' VoC is much more: review analysis (Trustpilot, Google), mining CS tickets, analyzing FAQ questions ('what don't customers understand?'), social listening. The survey is 20% of VoC. The rest is data you already have.

## How to fix it

VoC not driving action? (1) Assign a VoC owner — who's responsible for collecting and presenting it? (2) Hold a monthly VoC meeting — 30 minutes, top 5 themes from feedback, actionable items, (3) close the loop — tell customers 'we heard you, we changed X,' (4) track impact — did changes from VoC feedback improve metrics?

## Real-world example

Cookware store: a monthly VoC review found that 32% of negative reviews cited 'the package arrived damaged.' They hadn't known. Increased packaging padding (cost: $0.35/package). Damage complaints stopped. NPS rose 14 points. Savings in returns: $7,800/month.

## Where to start

Minimal VoC process: (1) a monthly NPS survey (Typeform/Klaviyo), (2) a monthly review of Google reviews + top 10 CS ticket issues, (3) an action item from every meeting. 3 hours/month. ROI: every problem caught early saves tens of thousands of dollars.

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Category: Customer Experience · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/voc-voice-of-customer-program