Are you struggling to understand why customers leave or reasons growth has stalled? Many businesses focus on product and service improvements but fail to listen to what customers actually want—and that’s a costly mistake.
In this episode of Doing CX Right, Host Stacy Sherman and guest Tzachi Ben-Sasson explore Voice of the Customer (VoC) and why it’s the missing piece in many business strategies. They share actionable insights on gathering meaningful feedback, proving CX’s ROI, and turning customer insights into a revenue-driving strategy.
Key Questions Explored:
- Why do traditional NPS surveys fail in B2B environments?
- How can you prove ROI from voice of customer programs?
- What makes executives actually listen to customer feedback?
- When should you start collecting customer feedback to prevent churn?
- How can small businesses implement effective voice of customer programs?
Critical Insights Shared:
Doing CX Right means understanding that customer experience is more than surveys and metrics—it’s about actively listening, responding, and creating a culture where feedback drives real change.
Key Topics Discussed:
✔️ Why Voice of the Customer matters for every business size – from startups to global enterprises.
✔️ Beyond NPS: Finding CX metrics that actually impact revenue.
✔️ Overcoming executive resistance to CX investment with real data.
✔️ How Amdocs transformed from an internal-focused company to a customer-centric powerhouse.
✔️ Closing the feedback loop: Why most companies fail to act on customer insights—and how to fix it.
Practical Takeaways:
- Start small: Don’t overcomplicate feedback collection—start talking to your customers.
- Listen, don’t sell: When gathering feedback, avoid pushing solutions—focus on understanding pain points.
- Prove ROI: Connect customer feedback to financial performance to gain leadership buy-in.
- Engage customers before renewal: Proactively check in with clients a year before contract expiration to identify and resolve issues early.
- Make CX a company-wide effort: Customer experience isn’t a department—it’s a mindset.
Companies Mentioned and Why:
- Amdocs ($10B B2B company): Example of successful enterprise VOC implementation
- AT&T, Verizon, T-Mobile: Referenced as major B2B customers demonstrating program scale
- Comcast: Mentioned to illustrate global customer base
Leadership Advice:
- Passion drives impact – Leaders who believe in CX inspire company-wide change.
- CX must start at the top – Without CEO-level commitment, CX efforts won’t gain traction.
- Don’t wait for perfect – Start gathering feedback now, refine as you go.
Looking Ahead – Industry Predictions:
- Increasing focus on synthetic data to combat survey fatigue
- Growing emphasis on human connection in B2B relationships
- Rising importance of emotional metrics in customer experience
Final Thought: Voice of customer isn’t just about collecting feedback – it’s about creating a culture where every customer interaction drives measurable business value.
Press Play To WATCH On Youtube
About Tzachi Ben-Sasson:
Tzachi Ben-Sasson is the Head of Voice of the Customer at Amdocs, a global leader in the IT and communications industry with over 30,000 employees. He is an organizational psychologist with more than 30 years of global experience in VoC, CX, B2B, consulting, group facilitation, and culture. Connect with Ben on — LINKEDIN
About Stacy Sherman:
Stacy Sherman is a professional speaker, advisor, and founder of Doing CX Right® consultancy, helping companies build unbreakable loyalty across customers, employees, and partners for lasting retention and growth. With 25 years at top companies, a Marketing MBA, and certifications in Journey Mapping and UX, she provides a proven, research-backed framework that drives real business impact. A trusted, award-winning CX leader, Stacy is recognized as a Top Global CX Guru and ICMI Top 25 Influencer (2021-2025). She continues to shape the future of CX through LinkedIn Learning courses, workshops, best-selling books, and her award-winning podcast, equipping professionals with the strategies to deliver measurable results, competitive advantage, and enriched experiences.
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A Gift For You:
Do you want to know if your customer experience creates loyal advocates who genuinely love your brand? Are your employees inspired to champion your mission as others in your industry view you as the gold standard they strive to reach?
Take FREE CX Assessment to uncover:
- Barriers limiting your brand’s growth and impact.
- Factors that drive stronger customer connections and deeper loyalty.
- Strategies to create meaningful experiences that set your brand apart.
Doing customer experience the right way can transform your business and enrich the lives of the people you service. Don’t leave it to chance.
Change Management Employee Retention Mentorship Matters Leadership Development Workplace Culture Customer Experience Customer Service voice of customer
