Developing a Robust VoC Framework: A Functional Blueprint for Utilities

By Jennie King, Principal Consultant

While few utilities implement every aspect of the ideal Voice of the Customer (VoC) model, it remains a strategic benchmark worth pursuing. Designed to adapt to your organization’s scale and customer mix—residential and commercial—the functional VoC framework serves as a comprehensive guide to building meaningful customer engagement and operational insights.

The process begins with Customer Research, incorporating both qualitative (e.g., interviews, focus groups, customer panels) and quantitative (e.g., surveys, behavioral data) methods. This foundational work is best conducted by a small, dedicated team with centralized coordination. 

Next, leverage Data Analytics & Modeling to perform data analysis, modeling, key driver analysis and extract actionable insights. A Customer Relationship Management (CRM) system isn’t strictly necessary, but it significantly enhances data accessibility and analytical precision. 

Customer Segmentation & Persona Development follows, with tailored personas for residential users and firmographic segmentation for business clients—each guiding customized communication and service strategies. 

Service Recovery plays a critical role by identifying and addressing customer pain points, then using those insights to improve and strengthen both customer satisfaction and internal operations. Journey mapping and operational process mapping are extremely useful here. 

Lastly, integrate CX Insights, Strategy & Tracking to close the loop utilizing the data, customer information, paint point tracking and business market intelligence stored and queried from a central customer information repository (aka, CRM—ensuring that findings define goals and drive measurable improvements across the utility. 

Importantly, these are functional domains—not individual roles. Well-rounded analysts can often manage multiple areas, promoting efficiency and cohesion. The ultimate objective: build a scalable, insights-driven VoC system that continuously enhances the customer experience.

Learn more about the Customer Experience and the Business Customer Leadership Councils by contacting Tim Herrick.