CMO Australia Opinion Piece: Is your Voice of Customer program disruptive enough?

Alex Allwood Customer Experience

Experts discuss how a successful VoC program can significantly improve customer experience and drive business value. 

First published in CMO:


“Customer experience is a whole-of-business approach, and cultural engagement is central to the successful adoption of the measurement program that ultimately leads to internal mindset of continuous improvement for doing what’s right for the customer,” Holla Agency’s CEO and author of Customer Experience is the Brand, Alex Allwood, said. “Employees require education and support on why the program is important and what is expected of them in their day-to-day responsibilities.”

Alex continued… 

“A good VoC program provides an understanding of how the company can address and manage customer painpoints and gaps from the customer point-of-view rather than the business perspective,” Allwood explained.

“Customer journey mapping can provide a clear view of how customers interact with the company’s touch points,” Allwood continued.

“Measuring the experience in stages of the journey rather than individual transactional touch points or overall topline measurement can provide an end-to-end view, enabling continuous feedback for resolutions and actions to problems,” she said.

About the Author

Alex Allwood

Alex Allwood’s focus is connecting customer and culture to empower customer-centric growth. Working with B2B2C, Alex helps improve experiences that enhance customer value and distinctively differentiate. With a 20 year track record in leadership, operations and marketing, Alex’s strength is developing customer experience strategy: customer understanding and empathy, experience vision and guiding principles and the customer narrative to enable collaboration and alignment. Alex is principal of the customer experience consultancy, All Work Together; has authored the book Customer Experience is the Brand, regularly facilitates Customer Journey Mapping workshops and is a speaker on customer-centric transformation.