--- title: Making VoC and CX Insight Work Across Departments description: Organisations have access to more customer feedback than ever before. So why does so little change? Explore four barriers, four solutions and think of the bigger picture. image: https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/understand-consumer-decision-making-journey.png --- close ## Ready to level up your insights? Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days. close ## Cost effective insights that scale Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. Fill out this form to request a call back from our team to explore our pricing options. [![FlexMR logo](https://www.flexmr.net/skin/images/images-custom/2b221b67-b091-4584-9017-872ee2ddf960-logo.svg)](https://www.flexmr.net/) Book a Demo Request Pricing [Contact Us](https://www.flexmr.net/contact/) Menu - [Home](https://www.flexmr.net/) - [InsightHub](https://www.flexmr.net/insighthub/) - [What is InsightHub?](https://www.flexmr.net/insighthub/) - [Data Collection](https://www.flexmr.net/insighthub/data-collection/) - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/) - [Data Activation](https://www.flexmr.net/insighthub/data-activation/) - [Research Templates](https://blog.flexmr.net/topic/survey-templates/) - [Information Security](https://www.flexmr.net/insighthub/information-security/) - [Services](https://www.flexmr.net/services/) - [Our Expert Services](https://www.flexmr.net/services/) - [Support & Education](https://www.flexmr.net/services/support-and-education/) - [Consultative Services](https://www.flexmr.net/services/consultative-services/) - [Insight Delivery](https://www.flexmr.net/services/insight-delivery-services/) - [Research Methods](https://www.flexmr.net/methods/) - [Sectors We Work With](https://www.flexmr.net/sectors/) - [About](https://www.flexmr.net/about/) - [About Us](https://www.flexmr.net/about/) - [Leadership](https://www.flexmr.net/about/leadership/) - [Meet the team](https://www.flexmr.net/about/meet-the-team/) - [Advisory Board](https://www.flexmr.net/about/advisory-board/) - [Press & Media](https://resources.flexmr.net/tag/press) - [Accolades](https://www.flexmr.net/about/accolades/) - [Careers](https://www.flexmr.net/about/careers/) - [Blog](https://blog.flexmr.net/) - [Resources](https://resources.flexmr.net) - [Contact](https://www.flexmr.net/contact/) - [Book a Demo](https://blog.flexmr.net/) - [Request Pricing](https://blog.flexmr.net/) - [Home](https://www.flexmr.net/) - [InsightHub](https://www.flexmr.net/insighthub/) - - [What is InsightHub?](https://www.flexmr.net/insighthub/) - [Data Collection](https://www.flexmr.net/insighthub/data-collection/) - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/) - [Data Activation](https://www.flexmr.net/insighthub/data-activation/) - [Research Templates](https://blog.flexmr.net/topic/survey-templates/) - [Information Security](https://www.flexmr.net/insighthub/information-security/) - ![Camp InsightHub](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/camp_insighthub_nav.png) Embark on a new adventure. Join Camp InsightHub, our free demo platform, to discover the future of research. [Sign Up Today](https://insighthub.flexmr.net/users/new) - ![FlexMR InsightHub](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insighthub_screenshot.png) Read a brief overview of the agile research platform enabling brands to inform decisions at speed in this PDF. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/InsightHub_Brochure.pdf) - ### InsightHub on the Blog - [Surveys, Video and the Changing Face of Agile Research](https://blog.flexmr.net/surveys-video-changing-agile-research) - [Building a Research Technology Stack for Better Insights](https://blog.flexmr.net/research-technology-stack) - [The Importance of Delegation in Managing Insight Activities](https://blog.flexmr.net/delegation-importance-insight-activities) - [Common Insight Platform Pitfalls (and How to Avoid Them)](https://blog.flexmr.net/platform-pitfalls-how-to-avoid-them) - [Services](https://www.flexmr.net/services/) - - [Our Expert Services](https://www.flexmr.net/services/) - [Support and Education](https://www.flexmr.net/services/support-and-education/) - [Consultative Services](https://www.flexmr.net/services/consultative-services/) - [Insight Delivery Services](https://www.flexmr.net/services/insight-delivery-services/) - [Research Methods](https://www.flexmr.net/methods/) - [Sectors We Work With](https://www.flexmr.net/sectors/) - ![FlexMR Services Team](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/services.jpg) Our services drive operational and strategic success in challenging environments. Find out how. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Services_Brochure.pdf) - ![Video Close Connection Programme](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/video_services.jpg) Close Connections bring stakeholders and customers together for candid, human conversations. [Read Press Release](https://resources.flexmr.net/close-connections-launch) - ### Explore our Practices - [Communities Practice](https://www.flexmr.net/insighthub/) - [Closeness Practice](https://www.flexmr.net/practices/customer-closeness/) - [CX Practice](https://www.flexmr.net/practices/customer-experience/) - [Insight Communications Practice](https://www.flexmr.net/practices/insight-communications/) - [About](https://www.flexmr.net/about/) - - [About Us](https://www.flexmr.net/about/) - [Leadership](https://www.flexmr.net/about/leadership/) - [Meet the Team](https://www.flexmr.net/about/meet-the-team/) - [Advisory Board](https://www.flexmr.net/about/advisory-board/) - [Press & Media](https://resources.flexmr.net/tag/press) - [Accolades](https://www.flexmr.net/about/accolades/) - [Careers](https://www.flexmr.net/about/careers/) - ![FlexMR Credentials Deck](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_credentials.png) The FlexMR credentials deck provides a brief introduction to the team, our approach to research and previous work. [Download Credentials](https://blog.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Credentials.pdf) - ![FlexMR Insights Empowerment](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_empowerment.png) We are the insights empowerment company. Our framework addresses the major pressures insight teams face. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/Brochures/Insights_Empowerment_Brochure.pdf) - ### Latest News - [Insight as Art Shortlisted for AURA Innovation Award](https://resources.flexmr.net/aura-innovation-award-2021) - [FlexMR Launch Video Close Connection Programme](https://resources.flexmr.net/close-connections-launch) - [VideoMR Analysis Tool Added to InsightHub](https://resources.flexmr.net/videomr-launch) - [FlexMR Makes Shortlist for Quirks Research Supplier Award](https://resources.flexmr.net/quirksmr-mr-supplier-award-2020) - [Blog](https://blog.flexmr.net) - - [Latest Posts](https://blog.flexmr.net) - [Strategic Thinking](https://blog.flexmr.net/topic/strategic-thinking) - [Technology & Trends](https://blog.flexmr.net/topic/tech-trends) - [Research Methods](https://blog.flexmr.net/topic/research-methods) - [Practical Application](https://blog.flexmr.net/topic/practical-application) - [Insights Empowerment](https://blog.flexmr.net/topic/insights-empowerment) - [View Full Blog Archives](https://blog.flexmr.net/all) - ![FlexMR Close Connection Programme](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/close_connection.png) Discover how to build close customer connections to better support real-time decision making. [Build Connections](https://blog.flexmr.net/practical-support-real-time-decisions) - ![Market Research Playbook](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/market_research_playbook.png) What is a market research and insights playbook, plus discover why should your team consider building one. [Discover Playbooks](https://blog.flexmr.net/market-research-playbook) - ### Featured Posts - [Five Strategies for Turning Insight into Action](https://blog.flexmr.net/5-strategies-turn-insights-into-action) - [How to Design Surveys that Ask the Right Questions](https://blog.flexmr.net/effective-survey-design-guide) - [Scaling Creative Qual for Rich Customer Insight](https://blog.flexmr.net/scale-creative-qual-rich-understanding) - [How to Measure Brand Awareness: The Complete Guide](https://blog.flexmr.net/measure-brand-awareness) - [Resources](https://resources.flexmr.net) - - [All Resources](https://resources.flexmr.net) - [Client Stories](https://resources.flexmr.net/tag/case-studies) - [Whitepapers](https://resources.flexmr.net/tag/whitepapers) - [Events & Webinars](https://resources.flexmr.net/tag/events) - [The Open Ideas Panel](https://ideas.flexmr.net/auth/sign_in) - [InsightHub Help Centre](https://help.flexmr.net/en) - [FlexMR Client Network](https://www.linkedin.com/groups/9165407/) - ![Insights Empowerment Readiness Calculator](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_calculator.png) The insights empowerment readiness calculator measures your progress in building an insight-led culture. [Get Your Score](https://resources.flexmr.net/insights-empowerment-calculator) - ![MRX Lab Podcast](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_podcast.png) The MRX Lab podcast explores new and novel ideas from the insights industry in 10 minutes or less. [Listen Now](https://resources.flexmr.net/mrx-lab-podcast) - ### Featured Stories - [Specsavers Informs Key Marketing Decisions with InsightHub](https://resources.flexmr.net/specsavers) - [The Coventry Panel Helps Maintain Award Winning CX](https://resources.flexmr.net/coventry-building-society) - [Isagenix Customer Community Steers New Product Launch](https://resources.flexmr.net/isa-insights) - [Curo Engage Residents with InsightHub Community](https://resources.flexmr.net/curo) - [Strategic Thinking](https://blog.flexmr.net/topic/strategic-thinking) / 5 MIN READ ## Making VoC and CX Insight Work Across Departments #### Alanna Moreland # [Making VoC and CX Insight Work Across Departments](https://blog.flexmr.net/operationalising-voc-cx-programmes) Organisations have access to more customer feedback than ever before. So why does so little change? [Read more](https://blog.flexmr.net/operationalising-voc-cx-programmes) 5 MIN READ #### Alanna Moreland - [Events (1)](https://blog.flexmr.net/topic/events) - [Insights Empowerment (38)](https://blog.flexmr.net/topic/insights-empowerment) - [Practical Application (178)](https://blog.flexmr.net/topic/practical-application) - [Research Methods (285)](https://blog.flexmr.net/topic/research-methods) - [Strategic Thinking (235)](https://blog.flexmr.net/topic/strategic-thinking) - [Survey Templates (7)](https://blog.flexmr.net/topic/survey-templates) - [Tech & Trends (397)](https://blog.flexmr.net/topic/tech-trends) Making VoC and CX Insight Work Across Departments 5:04 Organisations have access to more customer feedback than ever before. So why does so little change? Surveys, interviews, reviews and complaints provide a constant flow of insight. Yet many Voice of the Customer ([VoC](https://blog.flexmr.net/voc-analysis-should-we-care)) and Customer Experience ([CX](https://blog.flexmr.net/understanding-customer-experience)) programmes struggle to create meaningful change within the organisation. This is largely because VoC and CX are often treated as separate initiatives. VoC programmes focus on gathering and analysing customer feedback, while CX programmes focus on improving the customer journey. Both are valuable, but neither can reach its full potential alone.  ## Bringing VoC and CX together VoC identifies where opportunities and problems exist; CX provides the framework for responding to them. Operationalising both means embedding a cycle of listening, learning and improving into everyday business processes. However, this remains a challenge. [KPMG](https://kpmg.com/us/en/articles/2024/translating-customer-feedback-business-impact.html) found that nearly half of VoC and CX leaders rate the maturity of their own programmes as “low” or “very low”.  ## Four common challenges  Many organisations encounter similar barriers when trying to operationalise VoC and CX programmes. ### 1. Customer insight is department-centric Direct customer feedback is often held within the research or CX teams, while other departments only see the reports. Without shared ownership, valuable insights fail to influence product development, operations or strategy. ### 2. CX is seen as someone else's responsibility  Marketing sets expectations, sales influences early interactions, and operations shape service delivery, but CX is often viewed as a specialist function rather than a shared one, so opportunities for improvement are missed. ### 3. Too much information, not enough direction Organisations have access to more customer data than ever before. Journey maps and metrics can provide visibility, but without context they often create information overload. A dashboard tracking ten different metrics, a monthly report that is skimmed, and a document of verbatim comments all sitting in different places don’t create a clear picture. ### 4. Feedback doesn't translate into action Many organisations are excellent at collecting customer feedback but fail to show how it drives change. [Medallia](https://www.medallia.com/press-release/medallia-releases-2026-state-of-customer-experience-report/) found that 66% of brands believe that CX is improving, but only 17% of customers agree.  Without ownership and actions, valuable insights risk becoming reports that are read once and forgotten. ## Four best practices Operationalising VoC and CX is less about introducing new technology and more about embedding customer understanding into existing ways of working. Here’s some best practices for bringing the customer voice and experience to the forefront: ### 1. Integrate customer insight into departmental decision-making Product teams review customer feedback, operational teams monitor recurring pain points, and marketing teams use customer insight to adapt communications. Embedding insight into existing workflows, rather than adding additional steps, makes it more likely to influence decisions. ### 2. Present insight differently for different audiences Executive teams often need strategic themes, while delivery teams benefit from specific customer stories tied to their role. Tailoring insight this way makes it more relevant and easier to act on. ### 3. Build clear accountability  Customer feedback should lead to actions, named owners and measurable outcomes. This creates visibility around progress and helps organisations demonstrate that customer insight is driving tangible improvements. ### 4. Close the feedback loop  Sharing improvements internally reinforces the value of VoC and CX programmes, while communicating changes back to customers helps build trust and shows that their feedback genuinely shapes decisions. ## The bigger picture These practices can improve how VoC and CX programmes function. However, operationalising customer insight isn't about adding another metric or another step in the process. The real challenge is ensuring customer knowledge becomes meaningful within decision making, and that depends on who is looking at it and why. A product manager and an operations director looking at the same customer satisfaction (CSAT) score need different context and reasons to act. This is where VoC and CX start to point towards something bigger... [Customer Salience](https://blog.flexmr.net/introduction-customer-salience). It’s all about making customer knowledge consistently relevant and visible, so that insights become part of every important decision, rather than just remaining in a report that gets shared and forgotten. Customer Salience is the transition to a culture that strives to create lasting change. Ultimately, the organisations that achieve lasting customer centricity aren't those collecting the most feedback. They're the ones that ensure customer knowledge shapes decisions at every level. Bringing VoC and CX together is the foundation, and Customer Salience is what makes it stick. [![CUstomer Salience Framework & Toolkit](https://blog.flexmr.net/hs-fs/hubfs/Marketing_Files/CTAs/customer%20salience%20cta_general.png?width=1000&name=customer%20salience%20cta_general.png)](https://resources.flexmr.net/customer-salience-toolkit) #### About FlexMR We are The Insights Empowerment Company. We help research, product and marketing teams drive informed decisions with efficient, scalable & impactful insight. #### About Alanna Moreland Alanna’s background in forensic and psychological science, as well as her skills in research and communication, allow her to craft effective research experiences and provide a safe space for insight generation. #### Stay up to date ## You might also like... ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Blog%20Cover%20Paul%20Griffiths.png) ### [How Insight Functions Reclaim Strat...](https://blog.flexmr.net/insight-function-strategies-for-agency) Customer insight teams often ask for a greater seat at the table. They want more influence over decisions, stronger stakeholder engagement and a bigger role in setting organisational priorities. [Continue reading](https://blog.flexmr.net/insight-function-strategies-for-agency) 7 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/Community%20BS.png) ### [Creating an Engaged Insight Communi...](https://blog.flexmr.net/engaged-insight-community-behavioural-science) An insight community is a long-term, continuous, always-on research space where members can log in and participate whenever it is convenient for them. Unlike a standalone research project, it enables ... [Continue reading](https://blog.flexmr.net/engaged-insight-community-behavioural-science) 8 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/Workshops.png) ### [Workshops and Beacons: A Guide to B...](https://blog.flexmr.net/workshops-beacons-customer-salience) Most organisations are not short of data, insight or decks.Their biggest challenge is not whether customer understanding exists since most teams have access to more customer insight than ever before. ... [Continue reading](https://blog.flexmr.net/workshops-beacons-customer-salience) 9 MIN READ ![](https://www.flexmr.net/skin/images/images-custom/48f118ee-cef9-42d6-b60b-5575d5ac26e3-flexmr_footer.svg) - [Home](https://www.flexmr.net/) - [Contact Us](https://www.flexmr.net/contact/) - [Privacy Policy](https://www.flexmr.net/legal/privacy/) - [Cookie Policy](https://www.flexmr.net/legal/cookies/) - [Terms of Use](https://www.flexmr.net/legal/terms-of-use/) [Follow us on Facebook](https://www.facebook.com/flexmr/) [Follow us on Twitter](https://twitter.com/_flexmr) [Follow us on LinkedIn](https://www.linkedin.com/company/flexmr) [Follow us on YouTube](https://www.youtube.com/c/FlexmrNetOnlineResearch) [![Grit Top 50 Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/44258f4d-7452-40d6-bb23-0e220c8ba21f.png)](https://www.greenbook.org/mr/grit/business-innovation-edition) [![ISO 27001 Alcumus](https://www.flexmr.net/uploads/photo-gallery-include-images/34/fa89f9b3-d866-43b8-8de0-4a052a9053d8.png)](https://www.alcumus.com/en-gb/certification/iso-27001/) [![Cyber Essentials Plus Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/cba57df6-75a2-4544-9599-dcc0c2f14b79.png)](https://blog.flexmr.net/hubfs/Public_Files/Other/FlexMR_Cyber_Essentials_Certificate.pdf?__hstc=163229475.dde2c3d212762f49b059c9f62e7537a0.1624542718433.1626339489304.1626701624468.7&__hssc=163229475.2.1626701624468&__hsfp=3142549060) © FlexMR 2021. All rights reserved. ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alanna Moreland", "url" : "https://blog.flexmr.net/author/alanna-moreland" }, "dateModified" : "2026-07-29T04:27:24.056Z", "datePublished" : "2026-07-28T12:38:15.000Z", "headline" : "Making VoC and CX Insight Work Across Departments", "image" : [ "https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/understand-consumer-decision-making-journey.png" ], "mainEntityOfPage" : { "@id" : "https://blog.flexmr.net/operationalising-voc-cx-programmes", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.flexmr.net/hubfs/Website_Files/Images/Logos/flexmr_logo_amp.png" }, "name" : "FlexMR" } } ```