Tips on Collecting Voice of Customer Data

Collecting Voice of Customer data is one of those initiatives that organisations approach with confidence — until they're deep in the setup and realise the groundwork is far more complex than the platform selection. The pressure to start collecting data quickly often wins out over proper planning, and the result is a program that works technically but can't deliver the insights the business actually needs.

Linda Battin is Manager of Digital Experience Delivery at Melbourne Water, and in this Member Byte she shares the hard-won lessons from setting up a customer listening program in a large, multi-brand B2B environment. Drawing on her experience at Compass Group — a food and support services company operating across 55,000 client locations — Linda walks through the five areas where organisations most often underinvest at the start: establishing a single source of data, understanding who your customers really are, mapping your internal audience and their needs, integrating with existing systems, and ensuring you're genuinely ready before go-live.

If you're building, rebuilding, or extending a VoC program, this Member Byte offers a practical, experience-led checklist of what to get right before the data starts flowing.