The Future of Voice of Customer: 6 Changes Coming in 2026

In 2026, VoC will not look the same as it does today.

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1. VoC will move from listening to action

Listening to customers used to be the goal. In 2026, it will only be the starting point.

VoC programs will be expected to help turn insight into action. Leaders will no longer be satisfied with knowing what customers feel. They will want to know what changed because of that feedback.

This doesn’t mean VoC teams suddenly fix every problem. It means they help guide teams toward the next step and stay involved long enough to see progress.

VoC that stops at insight sharing will struggle to stay relevant. And programs that help drive action will matter more than ever.

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2. Company culture will determine whether VoC works

No tool can fix a culture that doesn’t value customer insight.

The future of VoC depends heavily on whether an organization encourages curiosity, learning and insight-driven decisions. In strong cultures, teams expect to use customer feedback. In weak cultures, feedback feels optional.

In 2026, VoC will only succeed in companies where listening to customers is part of how work gets done, not an additional task. Company culture won’t support VoC, it will define its success.

See how to turn customer voices into business impact

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3. Executive support will become non-negotiable

VoC teams cannot create change on their own.

When leaders at the top ask about customer feedback, teams pay attention. When leaders use insights to guide decisions, VoC gains credibility.

By 2026,  successful VoC programs will have clear support from executives who expect customer insight to shape priorities, investments, and trade-offs.

Without leadership support, even the best VoC efforts will struggle to have an impact.

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4. The translator role will become essential

Customer feedback is not always easy to understand.

That’s why the translator role is becoming so important. This role connects customer insight to business reality and helps teams understand what feedback really means for their work.

Instead of sharing reports and moving on, translators stay engaged. They help teams think through problems and possible actions.

By 2026, VoC teams that do not translate insight into clear business meaning will be easy to ignore.

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5. VoC will start with business goals, not surveys

In the past, VoC often began with questions like, “What should we ask customers?”.

In the future, it will start with, “What is the business trying to achieve?”.

Teams will ask what decisions need to be made and then design listening around those needs.

This shift moves VoC away from random listening and toward purposeful insight. When feedback connects clearly to business goals, leaders are far more likely to act.

See how to turn customer feedback into business growth

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6. AI will support VoC, but humans will still lead

Artificial intelligence is already helping VoC teams work faster.

It can analyze comments, summarize feedback and reduce manual effort. That efficiency will continue to improve.

But AI will not replace human judgment. It cannot decide what matters most or guide teams through tough trade-offs.

In 2026, AI will support VoC by handling repetitive work, while people focus on interpretation, communication, and action.

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The Future of Voice of the Customer

Starting 2026, Voice of the Customer programs will not be judged by how many surveys are sent or how many dashboards are built. They’ll be judged by whether they help the business move forward.

VoC will become more embedded, more human and more connected to decisions. 

Programs that focus solely on listening to feedback will slowly fade into the background. Programs that help turn customer insight into action will become trusted partners across the organization.

The future of VoC is not about hearing customers louder. It’s about making their voices matter and lead change.

This blog article is based on episode 319 of the CX Cast podcast. 

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About the Author

Justyna Waciega is a Content & Campaign Marketing Specialist

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