If Moneyball taught us anything, it’s that numbers don’t always tell the full story. Sure, a batting average can tell you how often a player gets on base, but it won’t tell you if they thrive under pressure or fall apart in big moments.

The same is true for Voice of the Customer (VoC) data. Metrics like Net Promoter Score (NPS), customer satisfaction scores, and brand loyalty can give you a snapshot of performance. These metrics tell us what customers feel, but getting to the “why” behind the ratings is critical for taking actions that have a lasting impact.

Over the years, I’ve worked with organizations that collect vast amounts of VoC data but struggle to translate it into meaningful change. The problem isn’t a lack of data—it’s the reliance on quantitative measures alone. The magic happens when we move beyond the numbers and listen to the voices behind them.

Why Do So Many Companies Get VoC Wrong?

Most companies are drowning in customer data but still feel stuck. Why? Because they’re measuring the wrong things. They obsess over survey scores, star ratings, and response rates—without ever asking, “What’s the story behind these numbers?”

That’s where qualitative insights come in. Instead of just knowing that 30% of your customers are dissatisfied, qualitative data tells you why—whether it’s due to slow response times, confusing interfaces, or a lack of personalization.

The Power of Qualitative Data

When businesses take the time to analyze open-ended customer feedback, they gain:

• Deeper Customer Understanding – Numbers highlight trends, but customer verbatims reveal real pain points and unmet needs.
• Context for Decision-Making – Without qualitative input, decisions are made based on data patterns without the context of why these patterns have emerged conveyed in customers’ own words.
• Innovation and Competitive Edge – Direct customer feedback sparks new ideas and helps businesses stay ahead of competitors. Sometimes, customers reveal issues that have never before been considered.
• Customer-Centric Strategy Alignment – Listening to customers ensures that strategies, messaging, and services align with real expectations.

How to Turn Qualitative VoC Data into Actionable Insights

Collecting open-ended responses is just the first step. The real challenge is making sense of it all. Here’s how I approach it:

1. Find the Patterns – Use AI-driven text analytics or manual review to spot recurring themes across customer responses.
2. Code the Comments – Create comments categories and separate them into groups such as product performance, customer service and delivery expectations.
3. Measure the Emotion – Sentiment analysis helps prioritize issues that trigger strong reactions, signaling what needs urgent attention.
4. Prioritize the Right Voices – Not all feedback carries equal weight. Segmenting responses by high-value customers ensures that insights align with business priorities.
5. Get Everyone Involved – VoC data isn’t just for customer service—it should be shared across product, marketing, and operations teams.
6. Take Action & Track Impact – Turning insights into change means creating a structured plan, implementing fixes, and measuring the results over time.

Real-World Impact: When Qualitative Insights Make the Difference

Take one of my clients—a SaaS company struggling with customer retention.

Their NPS scores looked fine, so they assumed everything was on track. However, when we analyzed the customers verbatim, a clear pattern emerged: customers felt overwhelmed by the complexity of the onboarding process.

The issue wasn’t reflected in a score; it was hidden in their words.

Armed with this insight, they completely reworked their onboarding process, simplifying steps and offering more guidance. Within six months, customer retention jumped 25%.

That transformation wasn’t driven by data alone but by listening to customers.

The Bottom Line

You’re missing the real story if you’re only looking at the numbers in your VoC program.

The value of qualitative data isn’t just in collecting what customers say—it’s in decoding their emotions, frustrations, and expectations. Companies that master qualitative VoC analysis don’t just react to customer feedback—they anticipate needs, drive innovation, and build deeper customer relationships.

So, here’s my challenge to you: Take a fresh look at your VoC program and the narratives that convey real meaning in your customers’ open-ended comments.

Stop relying on numbers alone and listen to the deeper insights hidden in the customer feedback. Successful companies use the context of customer comments to transform data into real, meaningful change.