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:

1. Start small: Don’t overcomplicate feedback collection—start talking to your customers.
2. Listen, don’t sell: When gathering feedback, avoid pushing solutions—focus on understanding pain points.
3. Prove ROI: Connect customer feedback to financial performance to gain leadership buy-in.
4. Engage customers before renewal: Proactively check in with clients a year before contract expiration to identify and resolve issues early.
5. 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.