How do you develop a voice of customer (VOC) program when there is only an ad-hoc feedback process in place?
The New York Times Vice President, Head of Product Marketing • 4y
A strong VOC program has the potential to illuminate customer priorities before they become challenges, so consistency and accessibility are key. A few suggestions: Dedi...
5852 Views
Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
VOC is so powerful and it's a great place for PMM to help build that connection between product and GTM. If there's already an ad-hoc process in place, essentially what y...
1572 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 2y
If there's only an ad-hoc process in place, put in something programmatic that's simple and straightforward so customers and partner teams can understand and follow. If y...
775 Views
Product Marketing Consultant | Ex-PMM, PM and PMO | Formerly Bloomfire, Rev Worlwide (Netspend), HP • 2y
Two great sources of VOC that will interest your counterparts from other teams:CAB - customer advisory board, usually run by Product but PMM and CS are well-positioned in...
287 Views
Sirona Marketing CEO of Sirona Marketing: GTM for healthcare and life sciences • 6y
That’s a great question. A full, NPS-style VOC program with a closed-loop feedback system is quite complex and requires dedicated people, processes and systems to execute...
1360 Views
Related Questions
How do you start an effective Voice of Customer (VoC) program on a shoe-string budget?What are common mistakes that you see product marketing teams make when starting a VoC program in their company?We don't have a Voice of Customer program. 1. How do you get buy-in and 2. What does an MVP of a VOC program look like?What type of customer research do you do pre-launch to help you have a great product launch?What feedback do Product Marketing and Product Managers typically expect from alpha/beta users, and what perks or incentives do you offer them?One challenge we have is actually getting dedicated research time scheduled in with our clients - account managers own the relationship and have other priorities when getting clients on a call. How do you overcome this barrier to make sure product marketers are able to ask the questions they need to learn from clients?