Voice of Customer Analysis to Improve Customer Loyalty and Retention

Customers are increasingly likely to switch brands if they don’t feel satisfied. 83% of customers agree they feel more loyal to companies that respond to and resolve their complaints. Loyal customers are likely to spend more and advocate for your brand. As a result, businesses must double down on efforts to understand their customers’ goals and pain points to drive loyalty. Voice of Customer analysis is a useful system for accomplishing this goal.

What Is Voice of Customer Analysis?

Voice of Customer (VoC) refers to customer feedback on a business and its offerings. It includes thoughts, feelings, and opinions regarding the brand, product, or service. The process helps you build a rich dataset that provides insight into customer behavior.

The next step is identifying patterns in this data to help you better understand your customers. Voice of Customer analysis enables you to capture these key insights for customer satisfaction and retention.

For example, this analysis can reveal why a customer canceled their subscription to your service. Their feedback across various touchpoints on the customer journey will highlight how you can better retain similar customers.

Importance of Customer Analytics

Customer analytics provides a blueprint for delivering exceptional customer service. Here are a few reasons why it’s a powerful tool for brands:

• It helps improve customer satisfaction. VoC analysis enables you to understand overall satisfaction levels with your business. For example, key metrics like CSAT help you improve aspects of your business to satisfy specific customer needs.
• It enables informed decision-making for CX teams. VoC insights help businesses make data-driven decisions for customer experience (CX) improvements. The data shows what features to prioritize to enhance customer perception. For example, if price is a significant factor for your customers, you can satisfy them by adjusting your pricing model or offering loyalty rewards.
• It informs product improvement strategy. A deeper understanding of customer expectations highlights areas for improvement. It shows you what features to prioritize based on customer pain points. As a result, you can continuously improve your product or service to meet changing customer needs.
• It gives you a competitive advantage. Enhanced customer service helps retain existing customers and supports brand reputation management. Positive word of mouth helps you attract prospects away from your competitors. As a result, you can increase your market share with this customer-centric approach.

Voice of the Customer analysis is emerging as a key consumer trend for 2025 and is poised for continued growth in the years ahead. Businesses are set to revolutionize how they gather and respond to customer feedback, shifting from traditional surveys to AI-driven VoC analytics. Companies that embrace these advanced tools will gain a powerful competitive advantage, enabling them to understand and meet customer needs in real-time. Get more details about the future of Voice of the Customer analysis and other key insights in our 2025 Consumer Trends Report.

How To Analyze Data From VOC?

Voice of Customer analysis starts by categorizing the customer feedback data. This helps you create targeted approaches for identifying patterns in each category. The four main VoC data categories are as follows:

• Unstructured feedback refers to open-ended responses in the form of emails and social media content. Analyzing this qualitative data requires conversational analytics solutions, such as the ones offered by InMoment. These tools help capture customer intent and sentiment from unstructured feedback for improved service.
• Structured feedback appears as quantitative data on customer loyalty and satisfaction. You ask customers to rate their feelings and experiences on a numerical scale. Structured data is easier to track and analyze, enabling straightforward insights.
• Unsolicited feedback is when customers provide feedback without requests or prompts from your side. For example, a customer reviews your latest feature in a Facebook post. 

Any online conversation around your brand provides an opportunity to collect unsolicited feedback. With the help of InMoment’s social listening tool, you can monitor this public opinion to ensure you don’t miss out on key insights. It also keeps you in the loop regarding competitor behavior to help you further refine your marketing efforts.

• Solicited feedback is when you proactively ask customers their opinions and feelings about your brand. Surveys and questionnaires are popular methods of collecting solicited feedback.

Key Metrics To Track for Voice of Customer Analysis

• Net Promoter Score
• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Response Rate
• Customer Lifetime Value (CLV)
• Churn Rate

VoC metrics provide valuable insight into customer satisfaction and loyalty. Here are some KPIs in customer experience to help you understand the effectiveness of your CX efforts:

Net Promoter Score

Net Promoter Score (NPS) is a popular metric for tracking customer loyalty. It asks customers how likely they are to recommend your product or service, typically on a 0-10 scale. Responses are categorized into three groups: detractors (0-6), passives (7-8), and promoters (9-10).

With InMoment’s XI platform, you can leverage NPS survey design tools to collect the data you need to analyze this metric. You can also create intuitive dashboards to monitor your NPS in one place and make adjustments when necessary. This will help you increase the number of promoters among your customers for improved business performance.

Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) asks customers to rate their satisfaction with your brand and offerings, typically on a 1-5 scale. 

Low scores highlight customers at risk of churning, making it necessary to retain them. Businesses prioritizing retention over customer acquisition are 60% more profitable. Therefore, regularly tracking satisfaction levels with a customer satisfaction survey is important to increase repeat business.

Customer Effort Score (CES)

Did you know that customers with a high-effort interaction become more disloyal compared to just 9% with a low-effort experience? 

Customer Effort Score (CES) measures how much effort customers have to put into interactions with your business. It is usually measured on a 5- or 7-point scale, with a higher score corresponding to smoother interactions.

For example, if it’s difficult for the average individual to find customer support on your website, they will be dissatisfied. Tracking CES helps you evaluate aspects of your business that require high effort so that you can simplify them. Since CES is a strong indicator of loyalty, it’s important to focus on delivering smooth experiences.

Response Rate

This metric highlights engagement levels with your surveys. For example, if you send out a monthly customer feedback questionnaire and only 10% of customers respond, it suggests low engagement. This is concerning since you need customer responses to build your VoC program in the first place.

Focusing on good survey design can help improve the response rate. Make your surveys short and simple to prevent fatigue. You can also offer incentives like gift cards for survey completion. A higher response rate provides a wide range of customer insight, making it easier to understand and address common issues.

Customer Lifetime Value (CLV)

CLV helps estimate the total revenue a customer will bring during their entire relationship with the business. It factors in data like customer lifespan, purchase frequency, and transaction history.

Monitoring CLV helps you understand and improve the long-term value of your customers. It helps inform loyalty strategies to reduce customer churn and drive revenue.

Churn Rate

Churn rate indicates the percentage of customers who stop using your product or service over a specific period. 

High customer churn indicates dissatisfaction with your brand. If your competitors deliver better services, your customers won’t have to think twice about switching. Therefore, lowering the churn rate is key to increasing revenue and maintaining a competitive edge.

Identifying churn drivers is the first step to reducing churn. If feedback analysis suggests that customers expect more incentives, you can retain more customers by investing in a loyalty program.

Voice of the Customer Analysis Methods

1. Define your VoC Goals. 
2. Collect Customer Data.
3. Leverage Advanced Analytics Tools.
4. Take Action.
5. Involve Stakeholders and Teams.

Once you identify key metrics, you can implement analytical methods to improve them. Your exact strategy will depend on your goals and will require adjustment over time based on performance.

Define your VoC Goals

Understanding your most pressing problems as a business will help you make the most of your VoC data. Define your problems and establish specific goals you want to accomplish. You should know exactly why and how you want to analyze customer data.

An example could be tracking and improving the NPS as part of your customer loyalty efforts. This step narrows your focus on high-priority issues for effective resolution. Additionally, it ensures your program is unique to your business and customer needs.

Collect Customer Data

Establish comprehensive systems to collect data across the customer journey. You can capture solicited feedback from customers through surveys and questionnaires. These surveys should be simple and easy to complete, combining qualitative and quantitative data collection.

However, surveys alone aren’t enough in the online age. Customers are vocal about their experiences on review sites and social media platforms. Online activity, from a simple comment to a detailed thread, is an opportunity to collect unsolicited customer feedback.

Besides providing actionable insights, social listening helps prevent survey fatigue. Since you don’t have to send frequent surveys to learn as much as possible, you won’t be overwhelming your customers! Instead, you can tap into unbiased feedback to capture a complete view of the customer sentiment towards your brand.

Leverage Advanced Analytics Tools

Analyze the customer feedback to uncover insights into current trends and expectations. Look for patterns in the data to understand customer perception regarding your product or service. 

A common analytical method is to track key metrics according to your goals. For example, if you see a downward trend in CES over the past few months, a newly released feature is likely creating friction in the customer experience.

What about textual data in the form of reviews, call center scripts, and social media activity? The Natural Language Processing (NLP) approach helps analyze this unstructured data for valuable insights. It uses machine learning and vast amounts of data to uncover customer sentiment and intent.

You can leverage NLP for your business needs with the help of InMoment’s text analytics software. Its award-winning NLP engine transforms textual data into meaningful insights for smarter decision-making. These insights include the customer’s intent, perceived effort, and overall sentiment. As a result, you can take immediate and effective action to improve customer experiences.

Another valuable technique in VoC analysis is data correlation. This statistical tool helps you understand how specific variables relate to each other. In the context of customer service, it can help you understand how features of your business affect key CX metrics.

For example, making your website more user-friendly might correlate to a higher CES. But, does this increase in CES improve the overall CSAT? You might find that another variable, like “product quality”, impacts CSAT more than “ease of use”!

Take Action

Customers provide feedback with the expectation that improvements will follow. Therefore, once you have completed your VoC analysis, it’s time to act on the conclusions and insights.

Start with high-priority issues and create an action plan for resolving them. For example, if most of the negative sentiment is focused on your website, you must prioritize immediate UI/UX improvements. 

Ensure you close the feedback loop with customers by following up with them after taking action. This step helps you affirm the impact of your efforts and fosters customer loyalty.

Involve Stakeholders and Teams

VoC analysis is most effective when it’s a collaborative effort. Start by sharing insights with relevant departments. For example, if you identify long wait times in customer service, the support team can work on optimizing response times. At the same time, the operations team can look at resource allocation to address capacity issues.

Engage the leadership by showing how VoC analysis affects company goals like boosting retention and revenue. Along with cross-functional collaboration, the buy-in from leaders ensures consistency in addressing customer needs. Invest in a centralized CX platform to make VoC insights accessible across teams in real-time.

What To Look For in a Voice of Customer Analysis Tool

Collecting and analyzing the voice of the customer enables continuous business improvements. It encourages a customer-centric approach that helps you meet evolving needs and enhance your brand reputation. The right voice of customer analysis tool simplifies this process and helps address potential challenges. Key features to look for include:

• Omnichannel Feedback Collection: The voice of the customer comes from many different sources, including surveys, social media, reviews, and call center interactions. Invest in a tool that supports omnichannel data collection to capture a complete view of customer sentiment.

You can leverage NLP for your business needs with the help of InMoment’s text analytics software. Its award-winning NLP engine transforms textual data into meaningful insights for smarter decision-making. These insights include the customer’s intent, perceived effort, and overall sentiment. As a result, you can take immediate and effective action to improve customer experiences.

• Sentiment Analysis: Look for advanced sentiment analysis capabilities that classify feedback as positive, negative, or neutral. This helps you gauge overall customer satisfaction and spot emerging issues.

InMoment’s advanced sentiment analysis combines key metrics and real-time intelligence to help you better understand customer feelings.

• Real-Time Insights: It’s crucial to have real-time updates when tracking key VoC metrics. This feature helps reduce potential churn by providing instant insights into customer behavior. The sooner you learn of a dip in satisfaction levels, the quicker you can react and recover.
• Natural Language Processing (NLP): NLP-powered tools can analyze unstructured text data like reviews or comments to uncover customer intent and pain points.

InMoment’s award-winning text analysis uncovers the meaning and emotion behind each piece of feedback. It helps you accurately understand the customer experience so you can work to improve it.

• Predictive Analytics: The tool you select should also support AI-driven predictions of customer behavior, including churn. This feature is useful as it helps brands proactively deal with issues and retain customers before it’s too late.

InMoment offers churn prediction capabilities to help businesses understand why and which customers may churn. It leverages machine learning algorithms and text analysis to identify churn drivers accurately. This enables brands to take a proactive approach to customer retention and reduce acquisition costs.

• Customizable Dashboards and Reporting: Choose a tool with intuitive dashboards to track and visualize key metrics. InMoment’s reporting capabilities help you build impactful visuals for effectively sharing VoC analysis results with stakeholders.

How InMoment can help with Voice of Customer Analysis

Voice of Customer analysis is a powerful tool for elevating your CX program. It helps you understand customer preferences and expectations so you can better meet them. InMoment’s software handles the VoC analytical workload, allowing you to act on the insights and strengthen customer relationships. Schedule a demo today to see how InMoment can help you transform customer feedback into CX improvements!

Sources 

Khoros. Must-know customer service statistics of 2024 (https://khoros.com/blog/must-know-customer-service-statistics). Accessed 11/14/2024.

G2. 69+ Eye-Opening Customer Retention Statistics to Know in 2024 (https://www.g2.com/articles/customer-retention-statistics). Accessed 11/14/2024.