Voice of the Customer (VoC) is a reliable way to design experiences that meet real customer needs. It goes beyond collecting feedback. You learn what customers feel, expect, and value most.

When you use VoC insights effectively, you make smarter decisions, increase satisfaction, and reduce churn.

The brands profiled in this guide faced a common problem: They had thousands of data points but no clear way to identify what was actually driving churn or which issues to fix first.

Let us reveal some real Voice of Customer examples from companies like Schuh, Hotjar, Gousto, Lakrids by Bülow, and British Airways. You'll see how they replaced manual analysis with AI-native VoC platforms, spotted churn risks earlier, and turned scattered feedback into measurable retention improvements.

What is Voice of Customer?

Voice of Customer refers to all the feedback, structured and unstructured, that customers give you. This includes their comments, complaints, survey responses, product reviews, support tickets, chat logs, and NPS responses. 

The goal is to capture what customers think, feel, and say about their experience with your product or service.

And why does this matter?

Because raw feedback only becomes valuable when you interpret and act on it. VoC gives you insight into the gap between what you intend to deliver and what your customers actually experience. It highlights friction points, unmet expectations, and opportunities for improvement.

Most importantly, when you build your customer experience (CX) strategy around what customers actually say rather than what you assume they want, you’re more likely to create loyal customers, not just satisfied ones.

6 Real-World Voice of Customer Case Studies 

Let’s look at how companies across industries are using VoC in action and what results they’ve been able to generate.

1. Schuh (UK Retail)

Schuh, a popular British footwear retailer, noticed that its website experience was lowering customer satisfaction scores. The team had over 100,000 survey responses and thousands of reviews, but couldn’t tell which problems affected customers the most.

Schuh partnered with SentiSum to fix this. Using AI and natural language processing (NLP), SentiSum analyzed written NPS responses within minutes. It then mapped the feedback to each stage of the buying journey. This gave Schuh a clear view of what caused frustration and shopping cart abandonment.

By reviewing more than 50,000 data points in real time, Schuh finally understood what customers were saying and why. The SentiSum dashboard helped the team identify problem areas, set priorities, and track improvements over time.

Watch now: How Schuh replaced Mystery Shopping with SentiSum’s Live VoC Insights

2. Hotjar (SaaS / Tech)

Hotjar, a leading digital analytics company, adopted SentiSum to improve how it gathers and analyzes customer feedback. Within just a few weeks of using the platform, Director of Support Nick Moreton and his team began seeing precise results.

Before SentiSum, Hotjar’s team manually logged and tagged product feedback in Zendesk. They then used Zendesk Explore to build queries, visualize data, and create dashboards. The process took hours each week and often led to subjective conclusions.

Now, SentiSum automates the entire workflow. The platform integrates directly with Zendesk, analyzes thousands of support tickets, and automatically categorizes them into detailed topics.

When Hotjar onboarded SentiSum, the AI categorized a full year of historical support data. This gave the team instant visibility into trends, sentiment shifts, and recurring product issues. Instead of guessing which problems to investigate, they can now open the dashboard and watch the story unfold.

These insights now shape Hotjar’s product feedback loop. Support data feeds directly into product team discussions, guiding updates and helping prioritize changes based on what customers are actually saying. 

Soon, product managers will be able to access SentiSum dashboards directly. This will let them self-serve insights without depending on the support team.

By removing manual tagging and analysis, Hotjar saved dozens of hours each month and reduced subjectivity in decision-making.

3. Gousto (Meal-kit D2C)

Gousto, a leading UK meal-kit delivery company, delivers over 8 million meals each month to customers’ homes. The company has more than 2,000 employees and handles customer interactions across four contact channels and five feedback channels. As Gousto scaled rapidly, it struggled to maintain a unified view of customer feedback.

To solve this, Gousto partnered with SentiSum to centralize customer insights from 9 Voice of Customer (VoC) channels, including Zendesk and AWS Connect, into a single AI-powered platform.

Using real-time topic and sentiment recognition, SentiSum automatically analyzes and categorizes every support ticket, voice call, and survey response. This gives Gousto a single, accurate view of customer sentiment.

Watch the video to learn more: How Gousto Turns AI-Powered Customer Conversations Into Action — With SentiSum

Now, teams across operations, tech, and marketing can access VoC insights directly from the SentiSum dashboard. They no longer need analyst support to find answers.

The intuitive interface helps every department identify friction points, track trends, and make faster, data-led decisions that improve customer experience and retention.

By integrating all VoC channels into one system, Gousto achieved:

• One unified platform for customer insights
• Nine feedback sources are centralized
• Faster decision-making across 2,000+ employees
• Improved customer satisfaction and retention rates

4. Lakrids by Bülow (Food / D2C)

Lakrids by Bülow, the Danish gourmet liquorice brand, partnered with SentiSum to uncover deeper insights from customer feedback in their Dixa support tickets. Their goal was to use real customer data to guide product and service improvements instead of relying on gut feeling.

Feedback analysis at Lakrids was done manually and siloed. When Head of Consumer Service and Sales Support, Løkke Engraf, joined, she wanted to quantify customer insights and share them across departments. 

SentiSum’s AI-powered integration with Dixa automatically analyzed and tagged all historical and live support data over 12 months, providing a detailed taxonomy that made it easy to identify recurring issues and trends.

With these insights, Løkke created a Voice of Customer (VoC) feedback loop that helped the team validate or disprove perceived issues using real data. Monthly SentiSum reports revealed patterns and helped benchmark customer sentiment over time. 

For instance, comparing November 2021 to 2022, customer complaints about the advent calendar dropped by 26%, showing a clear improvement in packaging and delivery quality.

Using SentiSum also helped improve communication strategies. The team reduced complaints about email frequency and started a TikTok Q&A campaign based on typical customer queries.

When they analyzed CSAT performance, data showed repeat product issues caused frustration. After training the team and improving customer support visibility, CSAT ratings of 5/5 increased by 9% in the second half of 2022.

5. British Airways (Aviation)

British Airways Holidays uses SentiSum’s AI to analyze over 100,000 customer reviews in just five minutes. This helps the team understand key drivers of Net Promoter Score (NPS) and act quickly on customer concerns.

Before SentiSum, the insights team manually reviewed only a few hundred thousand reviews. They spent hours tagging each one with topics like trust, quality, and location. The process was slow, subjective, and often missed major issues.

After integrating SentiSum, British Airways Holidays automated the entire process using Natural Language Processing (NLP). The platform categorized all 100,000+ reviews by sentiment and topic. This allowed the team to track positive and negative themes instantly. It also eliminated manual bias, improved accuracy, and saved countless hours of analysis.

With these insights, the team could identify what truly drove brand advocacy and customer satisfaction. SentiSum’s daily email digests and real-time alerts made it easy to share updates across departments. Customer experience became a company-wide effort.

The tool also helped prevent complaints before they escalated. For example, SentiSum flagged feedback about hotels with unexpected building work. The team acted quickly to address the issue before it became a problem.

Previously, only 15% of reviews found through keyword searches were relevant. With SentiSum’s AI, 95% of flagged reviews now contain valuable insights.

6. JustPark (Parking/Mobility)

JustPark, a digital parking platform serving 14 million drivers globally, was drowning in scattered feedback. Support tickets, app reviews, email feedback, survey responses, and social media mentions lived in five different systems. By the time the team manually pieced together patterns, hundreds of customer journeys had already been negatively impacted.

JustPark partnered with SentiSum to unify these disconnected signals into one real-time dashboard. The platform automatically analyzed feedback across all channels, detecting emerging issues before they escalated into revenue-damaging crises.

Within weeks, SentiSum's AI spotted an unexpected pattern: drivers at certain parking locations were experiencing higher-than-normal friction. The team drilled down and discovered the root cause. Barrier systems required specific license plate information, but JustPark's platform didn't let drivers easily update their plates after booking.

📽️Watch the full video here:
SentiSum x JustPark | JustPark Turns Driver Feedback Into Instant CX Wins (Case Study)

This seemingly small UX gap was costing thousands in lost revenue as drivers abandoned bookings or contacted support to manually fix issues. Once identified through SentiSum's analysis, the fix was straightforward. JustPark added license plate editing functionality, immediately stopping the revenue leak.

The impact extended beyond operations. JustPark's executive team started using SentiSum insights in partner pitches to demonstrate their commitment to driver experience. 

Also, post-launch analysis of new stadium implementations became standard, helping the team continuously improve rollouts based on real customer feedback patterns.

Read More Such Stories here: SentiSum - Customer Case Studies

How SentiSum Enhances VoC Strategies

SentiSum uses AI to help businesses collect, analyze, and act on customer feedback at scale. Most companies gather feedback through emails, chats, reviews, and surveys, but it often remains scattered. 

SentiSum brings all that data together in one easy platform. It connects with tools like Zendesk, Intercom, Gorgias, and Salesforce to automatically collect and analyze every comment or support ticket in real time.

Its AI agent, Kyo, summarizes insights, spots new trends, and explains what causes customer frustration or satisfaction. It also suggests the next best steps.

For instance, when delivery complaints increase, Kyo quickly identifies the source, such as a process or supplier issue, so teams can fix it quickly, prevent churn, and improve retention.

SentiSum’s predictive analytics identifies customers at risk of leaving and helps businesses act before it's too late. Its dashboards show how feedback changes over time, assisting teams to see whether their actions improve sentiment. 

With SentiSum, every customer interaction becomes a chance to boost satisfaction and loyalty.

Conclusion

Voice of Customer helps businesses turn customer opinions into action. Brands like Schuh, Hotjar, Gousto, Lakrids by Bülow, and British Airways have shown that listening to customers can boost satisfaction, loyalty, and growth.

SentiSum makes this easier by bringing all feedback into one place, analyzing it instantly, and highlighting what matters most. With AI handling the analysis, teams can spend more time improving experiences and building stronger customer relationships.

‍Book a demo with SentiSum to see how easily you can turn customer feedback into business growth.

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