What's the difference between a VoC programme and a Customer Council?

A Customer Council is one specific 'listening post' within a broader VoC programme. A VoC programme is the entire system for collecting, analysing, and acting on feedback from ALL sources, not just a select group of customers.

Who should own the Voice of the Customer programme?

It's often owned by Community, Customer Marketing, or a dedicated Customer Experience team, as they are well-positioned to gather feedback from multiple channels. However, it requires strong partnership with Product.

How can you run a VoC programme with limited resources?

Start small. Pick two or three key listening posts (e.g., support tickets and community). Focus on manual synthesis before investing in expensive tools. The process and the ritual of sharing are more important than the technology.

How to Build a B2B Voice of the Customer Programme

Go beyond surveys. Build a Voice of the Customer (VoC) programme that synthesises feedback from all channels and drives real change in your product.

Published: 3 June 2026
Topics: voice of the customer, customer feedback, customer marketing, product feedback, b2b saas, customer experience

A B2B Voice of the Customer (VoC) programme is a systematic process for gathering, analysing, and acting on customer feedback from all channels to drive product and business improvements. It moves beyond passive data collection, creating a structured loop that synthesises insights and communicates actions back to customers, proving you are actually listening.

Your suggestion box is a graveyard. Your annual survey is a ritual of polite lies. If that's your entire customer feedback strategy, you're not listening; you're just collecting digital dust. It’s time to stop.

By Francisco Opazo · Reviewed by the Led by Community editorial team

What is a Voice of the Customer (VoC) Programme?

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