“Voice of Customer is not just about listening—it’s about acting, measuring, and creating tangible business impact.”
That’s the core belief Adriana Piazza, Lead Customer Experience Strategist at Qualtrics for the Nordics, shares in this episode of the PROMISE Podcast.
Adriana started her career in marketing, product and quality roles, but found her calling in CX when she realized what was missing: a structured, measurable methodology to turn fragmented initiatives into real, value-driving change. Today, she helps organizations operationalize customer insights using a voice of customer (VoC) approach grounded in four principles: Listen, Understand, Act, and Personalize.
In this conversation, Adriana explains:
- Why every VoC initiative should start small—but always with the intention to scale.
- How to prioritize efforts based on strategic business goals and real-time customer insights.
- The importance of aligning cross-functional teams and building governance around CX data.
- How AI is accelerating the power of VoC, from unstructured data mining to conversational surveys and agentic automation.
Listen to this episode if you want to learn how to make CX measurable, turn customer feedback into real business outcomes, and drive organizational alignment around customer needs. Adriana brings both strategic depth and practical advice to help you embed VoC into your company’s DNA.