The Voice of the Customer (VoC) is a powerful tool for product development. As more companies become aware of its value, they've been spending time and resources collecting all kinds of customer feedback. But what are they doing with that feedback? In this post, we'll explore how to best identify and collect VoC data to allow your team to make important decisions about product direction.

Make sure you know your audience.

Know your target audience and what they value in a product so you can create the best possible product or service for them. If you do not have a clear understanding of who your target audience is, ask yourself these questions:

  • What are their demographics? Age, location, gender, income bracket etc.
  • What are their desires? Do they want to be more organized or less stressed? Maybe they want something to help them sleep better at night or make more money during the day.
  • What do they value in a product or service? Does it need to be fast, easy, and inexpensive? Or would they instead spend more time searching for a solution with great features but high cost?

Once we understand who our customers are and what they need from us, we can create products that will efficiently solve their problems while being cost-effective! That will make sure everyone wins!

Get the right information for their needs

What is the right information?

The right information is any feedback that helps understand the buyer's needs and problems. To make sure you are getting the right information, ask yourself these questions:

  • Is my customer telling me what they think I need to know? Or am I asking them what I want them to say?
  • What do I want or need from this person? A specific part of the product or service experience? Or perhaps just some insight into their thinking around a particular topic (e.g., brand preference) so we can continue developing our own strategy accordingly.
  • Am I giving my customers an outlet for giving me honest feedback without being afraid of retribution or negative consequences?

Remember that your audience is not only consumers

Your audience isn't just consumers. Customers are also employees, partners, and other stakeholders. If you're working on a product, make sure that you keep this in mind when you're conducting VOC surveys.

Customers are not just people who buy your product or service; they can also be people who don't actually use the product but influence the decision directly or indirectly to use it (think parents of teenagers)- so think about how you want to approach these groups differently when soliciting feedback from them!

Use social media and other online platforms to gather information about your audience

Social media is a great way to gather information about your audience. You can use it to find out what people are saying about your brand and other brands in the same industry and to ask questions and get feedback.

If you want to know what people think of your company's products, try asking them directly on social media channels like Facebook and Twitter. You will better understand what they like (or don't), which will help you make adjustments accordingly.

If there's another company in an adjacent industry that has a product similar enough for comparison purposes but not so similar that it would be considered a direct competition, then checking out their social media presence may be worthwhile!

Bring the whole team into the process of gathering and using feedback from customers

The voice of the customer is so powerful because it's a direct line to what your customers are thinking, feeling, and doing with your product or service. But if you're not careful, it can quickly turn into just another task on a plate already full. So to make sure that you don't miss anything important, here are some best practices that will help:

  • Make sure that everyone who needs to be involved in this process is included from the very beginning (and stays engaged). This includes not only marketers but also engineers, designers and any other teams who may be involved with designing or delivering a product or service based on customer needs.
  • Make sure that you choose which channels are appropriate for gathering feedback from specific groups of customers—and then use those channels consistently over time so people know how they can reach out if they have suggestions or concerns about something related to what their company does! For example: If someone has an issue with a specific pilot program at their bank branch office then she should call that branch directly instead of waiting until she goes home each day before calling again later just because maybe someone else had thought about contacting her earlier today...

Take action on the information you get from customers

Having the voice of the customer is critical to improving your product or service. But, it's not just about the product or service itself; it's also about how you market, sell and deliver that product or service. Your customers are telling you what works for them and what doesn't.

For example, if customers complain about a particular feature on your website or app and say they can't find it easily enough, then try reji things up so they can find this feature easier—and do so in a way that makes sense for your brand identity! A good way to do this is by keeping an eye on social media mentions as well as other channels like email feedback forms and telephone calls if there's any negative sentiment towards something on your site/app—allowing these issues to be addressed quickly with effective solutions rather than ignoring them until they become too big an issue later down the road (which could happen when those same customers leave bad reviews online).

With a little effort, you can make sure you are creating what your customers want.

As I mentioned, the voice of the customer can be used for so much more than just creating better products. You can use it to make your marketing better, your customer service better and even make decisions about how you run your business.

The first step is to ensure that you are collecting feedback at every possible opportunity. This means that when someone leaves a comment on your website or in an online review, you should respond to them with a thank-you note.

You should also be asking questions during checkout or at the end of an in-person transaction like when they are leaving their house or completing their order at a restaurant. There are many opportunities to collect this information and it's imperative that you take advantage of each one.


As you can see, the voice of the customer is a critical component of any product development strategy. With it, you can make sure your products are exactly what your customers want. For this reason, companies are increasingly turning to VoC in their marketing strategies to ensure that they're giving consumers what they ask for. It's clear that gathering feedback from customers will be an important trend in the coming years—and companies that take advantage of this insight will be ahead of their competitors.

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