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Three Levels of VoC Action

Acting on the voice of the customer doesn’t (or shouldn’t) happen in just one department or one area of the company.  Here are three common levels where VoC action should be taking place:

  1. Customer-facing: This is when action takes place one customer at a time. This is most common in business-to-business organizations where action is critical at the account level. Action at this level should be focused on improving account relationships to boost retention and grow revenue.
  2. Business Segment: Action becomes more tactical and involves specific areas such as business units and key departments…all groups throughout your enterprise that can benefit from the voice of the customer. They should implement a prioritization process to ensure the most important issues are escalated to require action.
  3. Company Leadership:  Action should be very strategic. Based on customer insights, action plans should address issues such as overall retention, forecasting future revenues, projecting attrition, and considering customer perceptions on topics such as brand reputation, ethics, market position, and how you stack up against the competition.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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