The Significance of VoC and Its Impact on BtoB Businesses

The Importance of Voice of Customer in BtoB Businesses

A recent survey conducted by Synergy Marketing Co., Ltd. highlights the critical role of Voice of Customer (VoC) in driving sales, retaining customers, and enhancing lifetime value (LTV). While an impressive 84.6% of BtoB professionals understand the significance of collecting and analyzing customer feedback, only 14.2% feel that they are effectively utilizing this valuable data. This disparity uncovers an underlying issue that many companies face in maximizing their customer insights.

Survey Insights

The research targeted 500 BtoB professionals across Japan who have been involved in customer surveys within the past year. The results illustrate an evident divide between acknowledging the importance of VoC and the ability to put this knowledge into practice. This gap is most alarming when analyzing how businesses manage and connect customer feedback with existing customer information.

The Role of Customer Context

A striking difference in performance contribution was noted based on whether respondents consistently linked survey responses to existing customer details such as demographics and purchase history. Those who managed to do so reported a significant 33.3% experiencing great contributions from VoC integration. In stark contrast, only 2.7% from the group that did not manage this linkage felt similarly, resulting in a staggering twelvefold difference. This finding emphasizes the importance of understanding whose voices are being heard within a business context, rather than treating VoC merely as a collection of statistics.

Challenges in Integration

Despite understanding the importance of VoC, the actual process of automating the integration of survey data with Customer Relationship Management (CRM) systems remains a challenge for many. Only 25.6% of businesses reported having automated systems in place for data management. Meanwhile, a significant percentage of companies still rely on manual processes, such as managing surveys in Excel or entering information into CRMs manually, which hampers effective data utilization. The survey exposes ongoing issues with connecting, managing, and sharing VoC data post-collection, which inhibits many organizations from leveraging customer insights effectively.

Experts Weigh In

Naoyuki Wada, a marketing producer at Synergy’s cloud division, commented on the findings, stating, "This survey reveals that while many companies recognize the significance of VoC, they are struggling to translate that into measurable business outcomes. The disparity in performance based on customer data linkage is particularly compelling. Companies need to view customer feedback not just as isolated data points but as integral insights that relate to individual customers, guiding strategic decisions across sales, product development, and management."

Key Discussion Points

The report outlines several key areas where BtoB companies can reevaluate their VoC strategies to overcome barriers to effective use:
1. Understanding the Structural Challenges: Despite acknowledging its value, various structural issues are preventing effective VoC utilization.
2. Highlighting the Importance of Individual Context: Understanding the personal context behind customer feedback can significantly impact how businesses engage with VoC.
3. Overcoming Operational Hurdles: The reliance on manual processes and delayed sharing needs addressing to facilitate a more seamless transition from data collection to actionable insights.

Free Detailed Report Download

The data presented is just a fraction of what is available. A more comprehensive report can be accessed for free, detailing comparisons of performance contributions based on customer data linkage, differences in management methods, and variances in VoC application according to job roles. This resource is invaluable for businesses looking to turn customer surveys into actionable strategies that drive real change within their organizations.

For further insights, join our upcoming online seminar exploring how to bridge the gap in VoC utilization among BtoB companies.

Event Details

Title: Why Can't We Leverage Customer Voices? – Overcoming the VoC Integration Barrier in BtoB.
Date: May 14, 2026
Time: Two sessions, 11:00 – 11:45 and 13:00 – 13:45
Format: Online (Zoom Webinar)
Cost: Free

Register here for the seminar

Understanding and effectively leveraging VoC could shape the future success of BtoB companies; we invite all stakeholders to adapt and evolve with these critical customer insights.