VOC (Voice of Customer)

All the opinions, expectations, needs, frustrations and suggestions expressed by customers about a product, service or experience. This feedback can be collected through a number of channels: satisfaction surveys, open comments, verbatims, customer reviews, chatbots, support tickets, or even in-app feedbacks.

Challenges for the CRO :

In a Conversion Rate Optimization approach, VoC is an essential qualitative source that enables :

• identify irritants invisible in quantitative data (misunderstandings, frustrations, stumbling blocks),
• detect weak signals to be included in UX audits (e.g. "I can't find the return policy"),
• formulate more targeted and relevant A/B testing hypotheses, based on real user feedback,
• evaluate the emotional or perceived impact of a tested variation (e.g. via NPS or post-test verbatims).

Complementarity with auditing and testing :

• TheCRO audit (quantitative and qualitative) enables VoC collection to be structured around key moments in the customer journey (checkout, abandonment, post-purchase, etc.).
• A/B testing is then used to objectively validate changes inspired by customer feedback, and measure their impact on KPIs.

Examples of tools for capturing VoC :

• Hotjar, Usabilla, Survicate (in-page feedback, targeted surveys),
• Qualtrics, Typeform, Google Forms (personalized questionnaires),
• Medallia, Zendesk, Sprinklr (omnichannel feedback, customer service),
• Integration into A/B testing solutions via post-experience questions (e.g. "Why didn't you finalize your order?").

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