6 Voice of the Customer Tools That Can Save Your Business


These 6 Voice of the Customer Tools can save your business, by capturing critical customer feedback to help you improve your website, products or services.

Contributor Piotr Koczorowski shares with us his list of 6 VoC tools, and why it is so important for businesses to use them.

6-Voice-of-the-Customer-Tools-Useful-Usability-326x235Being a successful eCommerce merchant is not as trivial as it may appear. Sooner or later sellers may end up with a webpage which generates views, but no purchases. App Developers do not have it easy, either. They may offer a great app, but no one is interested in it according to the data from the webpage, even though the app, once used, is received very positively. The question “why?” starts to be repeated like mantra, until the point of frustration and resignation.

No one wants that.

There are many ways in which you can analyze your webpages and gather useful data about conversions and traffic.  You can try to improve your website using those tools alone, sure.

But how about focusing on the customer: relating to their needs and goals?

What people often forget is that it is important to know your customers. ChubbyBrain during their analysis of 32 startup failures decided that ignoring customer feedback is the number 1 reason why they went down. Without knowing your customers, people trying to increase sales won’t be able to achieve their goal.

 – Donald Porter

Customers are the people who view the webpage and use it. They are the recipients you are addressing through the page, and if they do not hear your “message,” then all your efforts go to waste.

“But what if my customers don’t like my page?”

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No one likes criticism, and you may think you don’t want to hear it. But you actually do, as it helps you to determine what is wrong and what you can improve.

So how do you gather that important feedback of what your customers are thinking? Consider asking your customers directly through your website.

There are plenty of services which allow you to gather website visitor feedback, for example by introducing feedback widgets. Customers can tell you what they think about your site or page while they are on the site. Gathering and organizing that data might be difficult, however, and that is why we prepared a list of 6 useful tools helping with feedback, which will allow you to see what your customers say.

6 Voice of the Customer Tools

Google Moderator

Google ModeratorIf I were to look for a viable tool for remote cow-milking, I wouldn’t be surprised if Google already catered to those needs. The search engine company also offers basic tools for gathering opinions from your consumers in the form of Google Moderator. However, since it is free it is not as extensive as one would hope. Yet, it is a fitting tool for those who want to perform some basic feedback gathering.

Instead of widgets on your website, you create a forum where users focus on voting on page items. They vote and discuss whether particular items are good or not, and based on that data and suggestions you may decide what needs improvement.

Users can vote anonymously. However, if you decide to, there is a possibility of allowing only registered users to vote.

The series you create can be further divided and categorized. For example, if you wish to study your website elements, you can set up a series called “The Website” and add subseries named “The banner” and “The menu.” After doing so, the forum users will be able to tell you whether the woman on the banner looks professional or whether the menu is as easy to navigate as a labyrinth.

Like most Google services, Moderator is integrated with YouTube: users can post videos, which allows them to better illustrate the issues they are facing.

To sum up, Google Moderator is a simple and quick tool for small research. However, if you want to provide a more comprehensive feedback service for your visitors, you may need to step up your game and use tools that are more extensive.


FeedbackifyIf informative simplicity is what you seek, then it is worthy to consider Feedbackify, as it is one of leading tools of gathering basic data about customers.

Feedbackify revolves around the idea of getting pieces of feedback from individuals, without the option to vote on particular items. By clicking the widget button, the user is taken to short surveys about the page, where they can give ratings and opinions.

You can also set up your own logo, so the form goes along with your website, allowing you to provide a coherent design. It also assures the users that they are on a correct site.

The widget and feedback forms are fully customizable through an intuitive drag and drop interface, so you can personalize it enough in order to make it not an eyesore, but a pleasant experience.

Aside from the above, you also learn relevant information about the user – the browser version, the OS, the demographic aspects and more – all needed for conducting successful research about your customer’s opinion.


KampyleKampyle operates in a similar way to Feedbackify – you place a widget on your website, which can be accessed by your visitors to answer customized questions about the site and product. However, there are some other functions, which make it slightly different.

Even though Kampyle appears to require lots of work in order to understand and manage it, it is actually a manageable and extensive tool, easy to approach.

When it comes to feedback, it is collected and managed by Kampyle, ensuring that the information gathered stays between you and the service.

If you wish to, you may respond to your customers directly with a built-in response system. If something needs immediate clarification and may be resolved quickly, you can use that option to take the problem off the list.

Similarly, you can also set up an automated response system for your customers.

You can also set up different feedback forms for different parts of the site, so you can make sure that appropriate areas receive needed attention.

Because the service is integrated with Google Analytics, you will have total control over the data and statistics regarding the traffic, the usage, and virtually any other aspect of your website.


UsabilityToolsUsabilityTools (for transparency, I should mention that I work for UsabilityTools) offers a collection of tools called the “UX Suite” which offers a wide array of info-gathering possibilities. You can design a series of studies that can serve as a basis for further analysis and improvement.

The basic option is to create surveys, where you ask questions and receive answers, either by hiring respondents or by obtaining them by sending links or inserting a widget on your site.

Whereas previously clicking was associated with the sound of the keyboard, UsabilityTools offers you the possibility of performing Click Testing: Users place a mouse click on a given item on the webpage and express their preferences and their point of interest.

If you care to understand the thinking structure of your users, UsabilityTools provides you with a tool to perform “Card Sorting.” Customers and users are expected to organize given items in an organization system that makes sense to them, which enables you to “enter” their minds, so you can customize your webpage and navigation according to their mental map of how things should be organized.

In the case of comparing the experiences and needs of your customers, you may perform Web Testing. Create a scenario and ask your users to participate and then compare the results in order to see which implementations are successful and which are not.


UserVoiceInstalling and using UserVoice on your website is a breeze – they compare it to using it “like email.” It is an option for those who decide to go further into the feedback gathering territory, and who want to use something more explicit.

Customers can reach a forum where they send tickets and vote or discuss suggestions and possible solutions to their problems. Thanks to that, it is easy to identify problematic issues and locate where the needs of users lie.

Aside from that, UserVoice does not take its name lightly – the service allows you to provide feedback forms in over 40 languages.

People are more eager to provide their feedback, as UserVoice does not require any registration. Moreover, users are able to find out whether a similar question has been posted due to the search-as-you-type, a tool that allows showing results during writing a query. It also organizes suggestions according to user types, so whenever a user provides feedback that is similar to something that already exist, the system points it out and allows the user to merge the propositions and vote on them as priority.

All sent tickets provide valuable info such as the OS and the browser used or the page from which the ticket was sent. UserVoice is also integrated with Google Analytics, so the amount of information is extensive enough to cover most needs.


GetSatisfactionGetSatisfaction presents itself as “a whole new way to interact with your customers,” and because of the variants it offers it is a viable option to consider when choosing the right tool for tuning to the voice of your customers.

GetSatisfaction works in two iterations: Firstly, it is a community-based forum, where the costumers create pages for companies. Therefore, there is a good chance someone already created a page for you. On these pages, the discussion takes place, where opinions and suggestions are exchanged.

Secondly, it operates as a help-page on your site where users can easily submit suggestions, ask questions, and receive help in 12 different languages. You can also integrate GetSatisfaction with your Facebook, Twitter and other social networks. It is perfect for analyzing conversations and community reactions – thanks to that you can predict trends or possible issues.

The tool also offers extensive moderation and people management tools, thanks to which you can make sure that all conversation remains productive and friendly.

The available widget can be customized according to your needs, whether you need to increase sales or visits. You can use templates or rely on your own creativity.

GetSatisfaction is about creating a client community and receiving feedback from it – if that is your goal, then you will be, well, satisfied.

Conclusion 6 Voice of the Customer Tools

These 6 Voice of the Customer tools differ from each other, so you can choose which one suits you the most for your business needs. As you can see, there is a wide variety of tools allowing you to focus on the VoC. But keep your eyes open, as these aren’t the only options available on the market, and new ones are continuously popping up. Be sure to search for other options so you can customize your feedback gathering experience to your needs.

And remember – the customer is always right.

Voice of the Customer Resources:

ChubbyBrain: Top 20 Reasons Startups Fail

CXPA: Customer Experience Professional’s Association

Forbes: 8 Ways Negative Feedback Can Lead to Greater Success at Work

Harvard Business Review: The Truth about Customer Experience

WikiPedia: What Is Voice of the Customer

About the Author:

Piotr Koczorowski-from-UsefulUsability-100x118Piotr Koczorowski: Quirky, funny and energetic young blogger from Poland with a passion for video games, contemporary American literature, chillwave music, and pizza. Between studying Translation Studies at a Polish University, Piotr works at UsabilityTools where he blogs about UX and goes overboard with puns and cultural references. In his free time he dreams of space travel (and pizza.)