Voice of Customer (VOC)

T&H CX > CUSTOMER EXPERIENCE AGENCY > EXPERIENCE > Voice of Customer (VOC)

Capture, analyse and act on customer feedback to create experiences that build trust, loyalty and long-term growth

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The Foundation for Listening

Customer expectations are evolving faster than ever. Brands that succeed are those that listen — and act — on what customers are saying.

A Voice of Customer (VOC) program creates a structured way to collect, analyse and respond to customer feedback across channels. It turns everyday customer voices into insight that shapes strategy, fuels innovation and strengthens loyalty.

Why It Matters

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Without a VOC program, organisations often face:

Limited visibility of customer sentiment beyond surveys or complaints
Missed signals that predict churn or dissatisfaction
CX initiatives based on assumptions rather than evidence
Siloed feedback channels with no holistic view
Difficulty linking customer sentiment to measurable outcomes

A structured VOC program ensures that customer voices are not only heard, but acted upon — consistently and at scale.

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A trusted partner to Australia’s leading customer-obsessed brands

What We Deliver

VOC Strategy

Define the goals, channels and measurement framework for capturing customer feedback.

Program Design

Set up the tools, processes and governance needed for a continuous VOC capability.

Insight Analysis

Analyse qualitative and quantitative data to reveal customer sentiment, drivers and emerging themes.

Action Framework

Turn insight into action plans, ensuring feedback loops are closed with customers and improvements are embedded.

Our Approach

1. Discover

Assess current feedback sources and define VOC objectives.

2. Design

Build the right VOC framework with channels, metrics and governance.

3. Deliver

Analyse, share and act on insights, embedding VOC into everyday decision-making.

Our Difference

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Many VOC programs collect data but fail to create change. Our approach is different.

We design VOC programs that are practical, sustainable and linked directly to commercial outcomes. With senior expertise across industries, we know how to integrate VOC into CX strategy and operations — ensuring customer feedback drives measurable improvement, not just reports.

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The Value You’ll Gain

A clear VOC framework that captures the right feedback at the right time
Deeper customer insight, with sentiment and drivers identified across touchpoints
Closed-loop processes that demonstrate action and accountability
Alignment between customer feedback and CX priorities
Confidence that customer voices are shaping strategy, design and delivery

Types of Engagements

VOC Program Design

Build or redesign a VOC program from strategy to implementation.

Defined Scope Projects

Specific initiatives such as survey design, text analytics or closed-loop process setup.

Embedded

Ongoing VOC management and insight delivery as part of your CX function.

When to Choose This Service

Customer feedback is scattered and inconsistent
You lack clear insight into drivers of churn or dissatisfaction
VOC data is collected but rarely acted upon
Leadership questions the value of customer feedback programs
You want to embed customer voices into CX strategy and continuous improvement

Optimising Velocity’s approach to partnerships through qualitative research

Through research, Velocity Frequent Flyer wanted to unlock insights to help them gain a deeper understanding of the 'voice of the partner' in order to optmise their partnerships

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CX audit & customer engagement strategy

Qudos conducted a comprehensive CX Audit of the current state before developing a Customer Engagement Strategy and roadmap of initiatives and works to provide a clear and well-defined plan of action to strengthen Qudos' position in the market and contribute to its core value - 'Customer First'.

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