I once helped a company which made several different products and offered many different services build out a Voice of the Customer (VoC) program.  Here were two mistakes they were making:

Their first mistake was that they defined their Customers by their own products and services.  One of the important concepts in your VoC program is differentiation between your segments.  The different types of Customers you sell to have different needs, different experiences, and different attitudes about what constitutes good CX.  But how you differentiate matters.

This organization had distinct and broad categories of products and services, which, the bigger you get is inevitable.  You may have so many segments that it’s unreasonable to differentiate too much (or at least to categorize and lump together certain like segments).  But, it’s important to segment your Customers because one size truly doesn’t fit all.  And we’ll get to what to do with the segments in a minute.

Here’s the problem they had:  […]