Program: Quality Assurance

4. Voice of the Customer
Designing customer surveys and analyzing feedback

One of the greatest challenges for any business is to understand their customers’ needs, and determine how well they’re meeting them. No matter how good your products and services are, if they don’t meet your customers’ needs, you won’t stay in business for very long. Customers are now smarter, and better informed, about their purchasing options than ever before. Social media plays an important role in the perception of your company, whether it’s someone posting about an amazing experience, or bitterly complaining because they feel let down.

A Voice of the Customer, or VOC, program allows you to gather and analyze your customers’ perception of your company. It focuses on what your customers expect from a product or service, what they prefer, and what they don’t like.

In this six-part course, students will learn:

  • The benefits of a successful VOC program.
  • The steps required to build an effective VOC survey.
  • The steps of distributing and analyzing a VOC survey.
  • The ten-step process for checking your current communication strategy.
  • How to capture compliments, competitor information, advertising feedback, and customer desires to enhance your VOC program.
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6 modules 72 mins