Conventional wisdom suggests that most of life and its experiences are governed by action and reaction. From Isaac Newton’s physics to the principles of karma, biological processes, and even the forces of gravity, our world seems to obey these laws. So why, then, do actions within organizations—particularly those related to customer experience (CX)—often seem to defy this convention? Why is it that customers may be dropping like flies, while new customer acquisition is dwindling, and yet little actionable feedback is being generated?

This raises an important question: Are we listening to customers in the right way? More importantly, are we asking the right questions?

The Nature of Customer Feedback: Action Without Reaction?     

Not every action a business takes will prompt feedback from a customer. While companies may invest heavily in improvements, innovations, or customer service programs, feedback is typically provided only when something goes awry—and often only when a customer is highly dissatisfied. When things are going well, customers often remain silent. It's human nature: praise is quieter than complaint.

The exceptions to this are valuable but rare. Some customers will offer candid feedback during direct, 1:1 conversations with contact center agents. These are the customers who express their frustrations or satisfaction openly, often giving insights that can be pivotal to improving processes. Similarly, a small percentage of individuals will take to public forums or social media to voice their opinions, whether positive or negative.

But here’s the catch: most customers simply don’t bother.

The Real VoC Problem: Are You Asking the Right Questions?     

This is where we draw inspiration from a seemingly odd source: Douglas Adams’ The Hitchhiker’s Guide to the Galaxy. In the novel, the “Answer to the Ultimate Question of Life, the Universe, and Everything” is famously given as 42—a simple answer to an unknown question. The irony here is profound: the answer is meaningless without the right question.

In CX programs, this analogy rings true. Customers may tell you that something was “great” or “bad,” but those are merely data points—answers to a question that may or may not reveal anything truly useful. The real key to growing and maturing a Voice of the Customer (VoC) program lies in asking the right questions: the ones that lead to actionable insights and, ultimately, to a deeper understanding of your customers’ needs and desires.

A Personal Parallel to VoC: The Parenting Example 

As a father, I’ve experienced a similar dynamic in my home life. Like many parents, I spend a lot of time picking up toys off the ground—a repetitive task that can feel thankless. In this exchange of service, I provide janitorial services for my children, and they, in return, pay me in love (and hopefully, long-term gratitude). 

It’s a delicate balance, but it’s not always a direct exchange. I can’t assume that just because I pick up toys, love will flow endlessly in my direction. Parenting is about much more than this simple action-reaction model. Similarly, businesses can’t assume that just because they take certain actions—whether rolling out new products, upgrading services, or improving processes—customers will automatically respond with praise or loyalty. Feedback is rarely that straightforward.

Actionable Insights: Building a Mature VoC Program 

To avoid getting bogged down in the minutiae of every individual use case, I’d like to outline ten fundamental principles that can drive the right trajectory for a mature VoC program. These principles emphasize the importance of asking the right question to get the ultimate answer, which in turn leads to satisfied, highly engaged, and loyal customers:

1. Listen, but don’t wait for feedback: Proactively seek input, especially from silent customers, rather than waiting for dissatisfaction to bubble up.
2. Create multiple touchpoints: Offer different ways for customers to share feedback—surveys, social media, live chats, and in-person interactions.
3. Tailor your questions: Generic questions lead to generic answers. Tailor your questions to address specific pain points or moments of delight.
4. Capture the full journey: Don’t just ask about individual transactions; ask about the entire customer experience, from start to finish.
5. Leverage surveys strategically: Surveys are powerful tools when used correctly. In this context, think of the survey as creating the answer. Make sure your survey questions are designed to yield actionable data.
6. Act quickly on feedback: When customers do provide insights—especially negative ones—act on them swiftly and visibly to close the loop.
7. Monitor public forums: Keep an eye on public conversations about your brand to capture unfiltered opinions.
8. Analyze sentiment: Go beyond the surface level of positive/negative feedback. Use sentiment analysis to understand the emotional tone behind what customers are saying.
9. Empower your front lines: Your contact center agents are often the first to hear candid feedback. Equip them with tools to document and escalate key insights.
10. Refine and adapt: A mature VoC program is always evolving. Continually refine your questions, surveys, and listening techniques to stay ahead of changing customer needs.

Conclusion: The Question to the Ultimate Answer

At the end of the day, asking the right question is more important than hearing the right answer. In the context of CX, the “ultimate question” should lead to deeper engagement, more loyal customers, and better business outcomes. Like in Adams’ Hitchhiker’s Guide, the right answer may not be 42, but it might just be the key to unlocking the true voice of the customer.

Contact us to find out how you can build a mature CX program for strategic transformation.