МЭО24-8 Берсенева, Стреколовская

1.

The Voice of the Customer:
Turning Financial Feedback into a
Strategic Roadmap
Berseneva Anastasiia, Yana Strekolovskaya

2.

What Is the Voice of the Customer?
• The Voice of the Customer (VoC) is the process of
collecting customer opinions, expectations, and
experiences.
• It shows what customers think about a company’s
products and services.
• In finance, VoC focuses on pricing, services, trust,
and customer satisfaction.
• VoC helps companies make better strategic
decisions.

3.

Why Financial Feedback Is So Important
•Financial feedback reflects customers’ real behavior,
not just opinions.
•It shows:
o Why customers leave or stay
o What affects their spending
o Which services bring the most value
•It helps companies improve profitability and reduce
risks.

4.

Main Sources of Financial Customer Feedback
CUSTOMER SURVEYS
AND INTERVIEWS
ONLINE REVIEWS AND
RATINGS
TRANSACTION DATA
AND PURCHASE
HISTORY
CUSTOMER SUPPORT
AND COMPLAINTS
SOCIAL MEDIA AND
FORUMS
All these sources together give a full picture of
customer expectations.

5.

Turning Feedback into Data
• Raw customer opinions must be transformed into
data.
• Key steps:
01
02
Collect feedback
Organize it into
categories
03
04
Analyze trends and
patterns
Identify problems
and opportunities
Data analysis tools and AI help automate this
process.

6.

From Data to Strategic Roadmap
A strategic roadmap is a clear long-term plan for
development.
Financial feedback helps to:
o Set business priorities
o Improve products and services
o Adjust pricing strategies
o Plan investments
Customer needs become the foundation of the
strategy.

7.

Benefits for the Company
Higher customer
satisfaction
Increased loyalty
and trust
More competitive
position
Stable long-term
financial growth
Better decisionmaking
Companies that listen to customers grow faster
and stronger.

8.

Real-Life Example
• A bank collects feedback about long service time.
• Customers complain about delays in mobile
transactions.
• The bank invests in digital automation.
• Result:
o Faster service
o Higher customer satisfaction
o Growth in online transactions
o Increased profit
This shows how VoC leads directly to strategic
improvements.

9.

Conclusion
• The Voice of the Customer is a powerful business
tool.
• Financial feedback shows real customer priorities.
• When feedback is correctly analyzed, it turns into
a strategic roadmap.
• Listening to customers = building a successful
and sustainable future.

10.

GLOSSARY
• Voice of the Customer (VoC): A systematic approach to capturing and
analyzing customer needs, expectations, and feedback to drive business
decisions.
• Financial Feedback: Customer input directly related to monetary interactions,
spending behavior, product usage, and financial sentiment.
• Strategic Roadmap: A visual, long-term plan outlining key business initiatives
and milestones, derived from strategic priorities.
• Customer Experience (CX): The sum of all interactions a customer has with a
company, shaping their overall perception.
• Net Promoter Score (NPS): A key metric measuring customer loyalty by asking
how likely they are to recommend a company/product.
• Customer Satisfaction Score (CSAT): A metric measuring short-term
satisfaction with a specific interaction or product.
• Churn Rate: The percentage of customers who stop using a company's product
or service during a given time frame.
• Data Analytics: The process of examining datasets to draw conclusions and
identify patterns, often using specialized software.
• Root Cause Analysis: A method of problem-solving used to identify the
fundamental reason behind a customer issue or trend.

11.

Sources
• CustomerHero. (n.d.). Turning voice of customer into growth: From feedback to
actionable roadmaps. CustomerHero Blog. Retrieved January 30, 2025,
from https://www.customerhero.com/blog/turning-voice-of-customer-intogrowth-from-feedback-to-actionable-roadmaps
• Deeto. (n.d.). What is voice of the customer (VoC)? Deeto Blog. Retrieved January 30,
2025, from https://www.deeto.com/blog-post/what-is-voice-of-the-customer
• ITX Sential. (n.d.). Voice of the customer: Turning feedback into powerful marketing. ITX
Sential. Retrieved January 30, 2025, from https://itxsential.com/voice-of-thecustomer-turning-feedback-into-powerful-marketing/
• KPMG. (2025). Voice of the customer: Transforming insights into value. KPMG LLP.
Retrieved from https://kpmg.com/kpmgus/content/dam/kpmg/pdf/2025/voice-of-the-customer-1.pdf
• Neqqo. (n.d.). Voice of the customer: Transforming feedback into business triumph.
Neqqo Blog. Retrieved January 30, 2025,
from https://www.neqgo.com/blog/voice-of-the-customer-transformingfeedback-into-business-triumph/
• Sprinklr. (n.d.). What is a voice of the customer (VoC) program? Strategy & examples.
Sprinklr Blog. Retrieved January 30, 2025,
from https://www.sprinklr.com/blog/voice-of-the-customer-strategy/