[Survey Release] 84.6% Recognize VoC Importance, but Only 14.2% Fully Utilize It. A 12x Difference in Performance Contribution Realization Depending on Customer Data Integration
Synergy Marketing surveyed 500 B2B business professionals on Voice of Customer (VoC) utilization. While 84.6% view VoC as important, only 14.2% fully utilize it. Crucially, linking VoC with customer profiles yields a 12-fold increase in realized performance contribution.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 20:00
- 🔍 Collected: April 23, 2026 at 11:31
- 🤖 AI Analyzed: April 23, 2026 at 12:32 (1h 0m after Collected)
Synergy Marketing, Inc. (Location: Kita-ku, Osaka; Representative Director and CEO: Hiroshi Okuhira; hereinafter 'our company') conducted a 'Survey on the Actual Utilization of Customer Surveys in BtoB Companies' targeting 500 B2B business professionals nationwide who have been involved as primary or support staff in 'corporate customer survey' operations within the past year.
The Voice of the Customer (VoC) is widely recognized as essential for improving sales, maintaining customer retention rates, and increasing LTV. On the other hand, the reality has come to light that this voice does not necessarily fully translate into actual sales activities, product improvements, and management decisions.
In this survey, while the segment that considers the collection and analysis of VoC 'important' reached 84.6%, the segment that answered it is 'fully utilized' remained at 14.2%. Furthermore, in the segment that constantly links and analyzes survey responses with existing customer information, the percentage of those who 'greatly realize' its contribution to business performance was 33.3%, whereas it remained at 2.7% for the segment that does not link them, resulting in a difference of approximately 12 times.
Customer voices are being gathered. But they are not being fully utilized.
Based on the results of this survey, our company defines the structural issue hindering VoC utilization in BtoB companies as the 'Barrier to VoC Integration,' and reports on its reality and perspectives for overcoming it.
Survey Result Highlights
The Deep Chasm Between 'Importance' and 'Utilization'
Regarding the collection and analysis of Voice of Customer (VoC) through customer surveys and other means, 84.6% recognize its importance.
On the other hand, the segment that answered that the customer voices obtained from surveys are 'fully utilized' in subsequent measures remained at 14.2%. It can be seen that although the recognition of importance is high, there is a large gap in actual utilization.
'Whose Voice it is' Greatly Influences the Realization of Performance
In the segment that constantly links, manages, and analyzes survey responses with existing customer information (attributes, purchase history, etc.), the percentage of those who feel it 'greatly contributes' to business performance was 33.3%.
Meanwhile, in the segment not conducting such linkage, the percentage remained at 2.7%, showing a difference of about 12 times. This suggests that treating VoC not merely as aggregated results but linking it with the individual customer's context of 'whose voice it is' greatly influences the quality of its utilization.
Automatic Integration is About One-Fourth. For Many Companies, the Process Stops 'After Collection'
Only 25.6% of companies automatically integrate collected survey response data with CRM, etc., and manage it by linking it to customer information.
On the other hand, 'standalone survey management in Excel, etc.' accounts for 25.2%, 'manual registration in CRM, etc.' for 22.2%, and 'no systematic management' for 18.6%, indicating that manual labor and fragmented management still account for the majority. It can be seen that challenges remain in the subsequent processes of connection, management, and sharing, rather than in the collection itself.
Comment from the Survey Design Supervisor
Naoyuki Wada, Marketing Producer, Cloud Business Department
'What became clear in this survey is the reality that many companies understand the importance of VoC but are unable to fully connect it to business performance.
What was particularly striking is that a huge difference emerged in the segment 'strongly realizing' performance contribution depending on the status of linkage with customer information. We believe the turning point in utilization is whether customer voices can be handled in a state where one knows 'whose voice it is,' rather than just accumulating them as mere 'records.'
We hope this report will serve as an opportunity to redefine customer surveys from mere research tasks to information assets that drive sales, development, and management decisions.'
Main Points Explained in This Report
Based on the survey results, this report organizes and explains the background of stagnant VoC utilization and perspectives for a breakthrough into the following three points:
The Structure Generating 'Important but Unusable'
Even if the value of VoC is recognized, what lies behind the limited realization of its utilization?
The Loss of Not Seeing 'Whose Voice it is'
Why is VoC connected to the individual customer context important, rather than anonymized aggregated results?
Operational Barriers Preventing Progress from 'Collection' to 'Utilization'
Why do manual labor, standalone management, and delayed sharing cause stagnation in utilization?
Free Download of the Detailed Report
The data introduced in this release is only a part of the survey results. The detailed report, available for free download, includes more practical analysis such as a comparison of performance contribution realization by the status of linkage with customer information, differences in sharing speed due to management methods, and different purposes for VoC utilization by job type.
Please utilize this as a perspective to evolve customer surveys from 'collection measures' to 'information assets that move the frontline.'
Why Can't Customer Voices Be Fully Utilized?
'The Barrier to VoC Integration'
- Survey on the Actual Utilization of Customer Surveys in BtoB Companies
The Voice of the Customer (VoC) is widely recognized as essential for improving sales, maintaining customer retention rates, and increasing LTV. On the other hand, the reality has come to light that this voice does not necessarily fully translate into actual sales activities, product improvements, and management decisions.
In this survey, while the segment that considers the collection and analysis of VoC 'important' reached 84.6%, the segment that answered it is 'fully utilized' remained at 14.2%. Furthermore, in the segment that constantly links and analyzes survey responses with existing customer information, the percentage of those who 'greatly realize' its contribution to business performance was 33.3%, whereas it remained at 2.7% for the segment that does not link them, resulting in a difference of approximately 12 times.
Customer voices are being gathered. But they are not being fully utilized.
Based on the results of this survey, our company defines the structural issue hindering VoC utilization in BtoB companies as the 'Barrier to VoC Integration,' and reports on its reality and perspectives for overcoming it.
Survey Result Highlights
The Deep Chasm Between 'Importance' and 'Utilization'
Regarding the collection and analysis of Voice of Customer (VoC) through customer surveys and other means, 84.6% recognize its importance.
On the other hand, the segment that answered that the customer voices obtained from surveys are 'fully utilized' in subsequent measures remained at 14.2%. It can be seen that although the recognition of importance is high, there is a large gap in actual utilization.
'Whose Voice it is' Greatly Influences the Realization of Performance
In the segment that constantly links, manages, and analyzes survey responses with existing customer information (attributes, purchase history, etc.), the percentage of those who feel it 'greatly contributes' to business performance was 33.3%.
Meanwhile, in the segment not conducting such linkage, the percentage remained at 2.7%, showing a difference of about 12 times. This suggests that treating VoC not merely as aggregated results but linking it with the individual customer's context of 'whose voice it is' greatly influences the quality of its utilization.
Automatic Integration is About One-Fourth. For Many Companies, the Process Stops 'After Collection'
Only 25.6% of companies automatically integrate collected survey response data with CRM, etc., and manage it by linking it to customer information.
On the other hand, 'standalone survey management in Excel, etc.' accounts for 25.2%, 'manual registration in CRM, etc.' for 22.2%, and 'no systematic management' for 18.6%, indicating that manual labor and fragmented management still account for the majority. It can be seen that challenges remain in the subsequent processes of connection, management, and sharing, rather than in the collection itself.
Comment from the Survey Design Supervisor
Naoyuki Wada, Marketing Producer, Cloud Business Department
'What became clear in this survey is the reality that many companies understand the importance of VoC but are unable to fully connect it to business performance.
What was particularly striking is that a huge difference emerged in the segment 'strongly realizing' performance contribution depending on the status of linkage with customer information. We believe the turning point in utilization is whether customer voices can be handled in a state where one knows 'whose voice it is,' rather than just accumulating them as mere 'records.'
We hope this report will serve as an opportunity to redefine customer surveys from mere research tasks to information assets that drive sales, development, and management decisions.'
Main Points Explained in This Report
Based on the survey results, this report organizes and explains the background of stagnant VoC utilization and perspectives for a breakthrough into the following three points:
The Structure Generating 'Important but Unusable'
Even if the value of VoC is recognized, what lies behind the limited realization of its utilization?
The Loss of Not Seeing 'Whose Voice it is'
Why is VoC connected to the individual customer context important, rather than anonymized aggregated results?
Operational Barriers Preventing Progress from 'Collection' to 'Utilization'
Why do manual labor, standalone management, and delayed sharing cause stagnation in utilization?
Free Download of the Detailed Report
The data introduced in this release is only a part of the survey results. The detailed report, available for free download, includes more practical analysis such as a comparison of performance contribution realization by the status of linkage with customer information, differences in sharing speed due to management methods, and different purposes for VoC utilization by job type.
Please utilize this as a perspective to evolve customer surveys from 'collection measures' to 'information assets that move the frontline.'
Why Can't Customer Voices Be Fully Utilized?
'The Barrier to VoC Integration'
- Survey on the Actual Utilization of Customer Surveys in BtoB Companies