Video Conferencing for Better VoC Insights

Customer expectations are rising faster than ever before. In today’s competitive landscape, brands cannot afford to make decisions in isolation — they need to listen, adapt, and act based on real feedback from their users, followers and customers. And this is where the voice of the customer (VoC) becomes essential.

While surveys and Net Promoter Score (NPS) still hold value as quick, scalable tools for measuring satisfaction, they are increasingly limited in their ability to capture the complexity of customer experiences and feelings. A simple rating or score can highlight trends, but it rarely explains why a customer feels a certain way or what underlying needs are driving their behaviour. As markets become more competitive and customer expectations rise, organisations need to go beyond surface-level metrics and create opportunities for open, two-way dialogue with their clients. This shift marks the evolution from transactional one-way feedback to interactive, relationship-driven insights.

Table of contents

1. What is the voice of the customer (VoC)?
2. How VoC benefits your business
3. How to gather VoC feedback
4. Building a VoC strategy with video conferencing
5. Best practices for running VoC via video meetings
6. Enhancing VoC with Digital Samba
7. Conclusion
8. FAQs

Video conferencing has emerged as one of the most effective ways to bridge this gap. Unlike static survey responses, a live conversation allows businesses to observe tone, emotion, and non-verbal cues — factors that often reveal the real drivers behind customer sentiment. These richer interactions not only foster trust but also make customers feel genuinely heard, cared for and valued. By integrating video into their feedback strategies, companies can unlock insights that are far more actionable, building a foundation for stronger products, more relevant marketing, and a customer experience that consistently meets — or even exceeds — expectations.

What is the voice of the customer (VoC)?

So, what does the voice of the customer mean? At its core, VoC is the collective insight into what customers think, feel, and expect from your business and your offer - your product or your service. It encompasses their needs, preferences, and experiences — often captured through direct and indirect feedback.

The role of VoC spans:

• Customer experience (CX): It is important to align operations with customer expectations. When customer insights shape service delivery, organisations can reduce friction, personalise interactions, and consistently exceed expectations.
  
  
• Marketing: Crafting campaigns informed by authentic feedback (voice of the customer in marketing) is invaluable for marketing purposes. This ensures messaging resonates more deeply with target audiences, leading to stronger engagement and higher conversion rates.
  
  
• Product development: Building features in your offering that customers actually need. By grounding innovation in real-world feedback, businesses can minimise wasted effort and deliver solutions that solve pressing customer problems.

In a digital-first world, understanding customer sentiment has never been more important. Today, customers engage across multiple touchpoints with brands, and capturing their feedback authentically allows businesses to differentiate and thrive.

How VoC benefits your business

Creating a robust voice of the customer approach and implementing it into customer experience efforts brings measurable value and gives concrete guidelines. Key voice of the customer benefits include:

• Improved customer retention and loyalty: When customers feel heard, they are more likely to stay, so even small improvements driven by real customer feedback can strengthen relationships.
  
  
• Faster product/feature improvements: By integrating VoC feedback into agile development cycles, businesses can prioritise enhancements that matter most and deliver them faster.
  
  
• Stronger customer trust and competitive differentiation: Transparent communication and rapid responsiveness create brand advocates and show that brands care about their customers.

Real-world examples

• SaaS: Product teams use voice of the customer analysis to refine onboarding flows and reduce churn. For example, Atlassian regularly leverages direct customer interviews to improve Jira’s onboarding experience and prioritise usability fixes.
  
  
• Retail: Advisory boards identify shifts in consumer preferences before they appear in sales data. Brands like IKEA run customer panels to understand changing lifestyles, which helps them adapt product ranges and in-store experiences ahead of market trends.
  
  
• Finance: Secure VoC meetings help companies offering services, like banks, adapt digital services with compliance in mind. Deutsche Bank, for instance, uses structured client advisory boards to refine its digital platforms while maintaining strict regulatory standards.
  
  
• Education: Online focus groups capture customer sentiment around hybrid learning platforms or virtual classrooms. Digital Samba, for example, engages learners directly through video discussions to test new features, ensuring our platform meets both student and institutional needs.

How to gather VoC feedback

Traditionally, organisations relied on surveys, NPS scores, analytics dashboards, and focus groups. These remain useful, but today’s customers expect more dialogue and less form-filling.

Modern methods include a range of techniques that go beyond static surveys and numerical scores, focusing instead on richer, dialogue-driven insights. These approaches allow businesses to capture not only what customers say, but also the context, emotions, and motivations behind their feedback.

1. Customer interviews: Direct conversations reveal depth and can give insights more directly. Unlike surveys, interviews allow businesses to ask follow-up questions, explore underlying motivations, and uncover insights that customers may not express in written form.
2. Advisory boards: Small groups provide strategic perspectives, so it is recommended to group clients into boards. These boards often include high-value customers who act as sounding boards for new ideas, offering both constructive criticism and early validation before wider market rollouts and launches.
3. Sentiment tracking: Monitoring tone and VoC customer experience across channels gives a deeper insight into customer sentiment. By analysing patterns in social media mentions, reviews, and support interactions, companies gain a clearer view of customer sentiment trends that can inform long-term CX and marketing strategies.

Increasingly, video conferencing provides one of the most direct, rich, immediate and interactive forms of voice of the customer feedback. Unlike static surveys, it enables businesses to see and hear the emotions, body language, and tone behind responses of their valued customers.

Building a VoC strategy with video conferencing

To unlock the full voice of the customer process, organisations need to integrate video conferencing into their structured programmes. Here’s where it fits:

• 1:1 interviews: Video conferencing makes it easy to schedule and run personal conversations without the limitations of geography. Seeing facial expressions and hearing tone of voice helps uncover nuances in customer sentiment that are often missed in written responses, while the virtual setting still creates an intimate environment for open, honest dialogue.
  
  
• Focus groups & workshops: Running focus groups online allows companies to gather diverse participants from different regions in one virtual room. Breakout rooms, polls, and interactive whiteboards make it possible to test ideas, encourage collaboration, and capture a wide spectrum of opinions in real time.
  
  
• Customer advisory boards: Advisory boards traditionally meet in person, but video conferencing ensures high-value customers can participate regularly, no matter where they are. Secure, branded virtual sessions not only reduce logistical barriers but also foster ongoing engagement, helping businesses co-create long-term strategies with their most important stakeholders.
  
  
• Recordings for analysis: Video meetings can be securely recorded and later transcribed to create a detailed voice of the customer table. This allows teams to revisit discussions, highlight key quotes, and conduct voice of the customer analysis with greater accuracy, ensuring insights are shared widely across departments.

Using video meetings ensures richer input while also providing material for long-term voice of customer service improvement.

Best practices for running VoC via video meetings

Collecting insights through video requires structure and guidelines, which will make the process smoother and easier. Here are the key voice of the customer best practices:

• Use secure, GDPR-compliant platforms: This is especially critical for industries handling sensitive data. Choosing a provider with EU-only hosting and strong encryption ensures conversations remain private and trustworthy.
  
  
• Record sessions responsibly: With consent, recordings support compliance and voice of the customer analysis. They also create a valuable knowledge base that can be revisited by product, CX, and marketing teams.
  
  
• Keep access simple: No downloads or complicated sign-ups for participants. A seamless entry experience reduces friction and increases participation rates, especially for customers less comfortable with technology.
  
  
• Apply structured frameworks: Avoid bias by using consistent interview guides. This consistency helps teams compare insights across different sessions and build reliable VoC feedback data sets.
  
  
• Close the loop: Always be transparent and inform customers how their input shaped the change, thus strengthening trust. Sharing outcomes not only validates their effort but also encourages ongoing engagement in future VoC initiatives.

By following these practices, companies transform feedback sessions into valuable strategic inputs.

Enhancing VoC with Digital Samba

Digital Samba is not a dedicated VoC product — but it can be an essential enabler of secure, trusted customer conversations.

Ways Digital Samba supports VoC feedback initiatives:

• EU hosting for compliance: Full data sovereignty builds trust, especially in regulated industries. Because Digital Samba operates entirely from within the European Union, organisations avoid the risks associated with extraterritorial laws like the US CLOUD Act. This makes it especially valuable for sectors such as finance, healthcare, and education, where GDPR compliance and customer confidence are non-negotiable.
  
  
• Recording & playback: Enables teams to revisit interviews for deeper voice of the customer analysis. With built-in recording features, businesses can securely store sessions, generate transcripts, and create a structured voice of the customer table of insights. This ensures nothing gets lost in translation and allows cross-functional teams — from product managers to CX leaders — to extract maximum value from each conversation.
  
  
• Breakout rooms & group sessions: Ideal for moderated focus groups and workshops with many people. Digital Samba’s breakout functionality allows facilitators to divide participants into smaller groups, run targeted exercises, and then bring everyone back together to share insights. This flexibility mirrors the dynamics of in-person focus groups while providing the efficiency and scalability of a digital environment.
  
  
• White-labelling & API/SDK: Ensure branded, seamless experiences in every VoC meeting. With full customisation options, organisations can embed video interactions directly into their own platforms or websites. Customers join a branded environment that feels like an extension of the company’s own service, reinforcing professionalism and reducing drop-off during VoC initiatives.
  

With Digital Samba, businesses can confidently embed secure video into their voice of the customer approach.

Conclusion

The future of customer experience depends on authentic, actionable feedback. While surveys and analytics still matter, they cannot replace the richness of live dialogue. Video conferencing makes the voice of the customer process more human, trustworthy, and impactful.

By leveraging secure, privacy-first platforms like Digital Samba, organisations can integrate video into their VoC strategies — ensuring better insights, faster action, and stronger customer trust.

Explore how Digital Samba can power your secure, customer-first video interactions by contacting our sales team.

And if you’re curious about what’s next, Digital Samba accounts are on the way — bringing scheduling, team spaces, and advanced meeting controls.
Join the waitlist to be first in line when they launch.

FAQs

Sources

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