Customer Experience

Understanding the Difference Between CX and VoC: A short Guide

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Understanding the Difference Between CX and VoC: A short Guide

In today’s fast changing world, understanding your customers has never been more crucial. Two key concepts often discussed in regards to customer-centric business strategies are Customer Experience (CX) and Voice of the Customer (VoC). While these terms are sometimes used interchangeably, they represent distinct, yet interconnected, facets of a company’s relationship with its customers.

What is Voice of the Customer (VoC)?

Voice of the Customer (VoC) refers to the process of capturing customers' expectations, preferences, and aversions. This is primarily achieved through various feedback mechanisms like surveys, interviews, focus groups, and online reviews. VoC is essential for businesses as it provides direct insights into what customers think about their products or services.

Key Elements of VoC:

  • Customer Feedback: Gathering direct responses from customers about their experiences.
  • Insight Analysis: Analyzing the feedback to extract meaningful patterns and trends.
  • Actionable Intelligence: Using these insights to make informed decisions to improve products or services.

What is Customer Experience (CX)?

Customer Experience (CX), on the other hand, encompasses the broader journey a customer takes with your brand, from initial awareness through the entire lifecycle of their interaction. CX is about understanding and improving all touchpoints a customer has with your brand or product.

Key Elements of CX:

  • Customer Journey Mapping: Identifying all the touchpoints customers have with your brand.
  • Touchpoint Optimization: Ensuring each interaction point delivers a positive experience.
  • Holistic Strategy: Developing a comprehensive approach that encompasses all aspects of the customer’s journey.

The Interconnection Between CX and VoC

While VoC focuses on listening to and understanding customer feedback, CX is about the end-to-end journey and how customers interact with the brand across all touchpoints. VoC is a critical component of CX as it provides the raw data and insights needed to optimize various aspects of the customer journey. Integrating VoC into CX strategy ensures that customer feedback directly influences the improvement of their overall experience.

Developing a CX and VoC Strategy with

At, we specialize in helping businesses navigate the complexities of both CX and VoC. Our approach is tailored to your unique business needs, ensuring that your CX strategy is not just about managing touchpoints but creating a journey that delights your customers at every step. We provide comprehensive services to capture, analyze, and act on VoC, integrating these insights seamlessly into your broader CX strategy.

By partnering with, you can expect:

  • A deep understanding of your customer’s journey and experiences.
  • Expert analysis and utilization of VoC data to drive improvements.
  • A holistic CX strategy that aligns with your business goals and delights your customers.


In summary, while VoC is a critical tool for gathering customer feedback, CX represents the broader scope of a customer’s journey with your brand. Understanding the synergy between these two elements is key to creating a successful customer-centric strategy. At, we are dedicated to helping you harness the power of both CX and VoC to elevate your business to new heights in customer satisfaction and loyalty.

Understanding the Difference Between CX and VoC: A short Guide

CXO on Demand

An experienced CX professional with a global journey spanning digital agencies to top corporations, Michal is passionate about helping businesses create unforgettable customer experiences.