What ways do you use your Voice of Customer insights / data internally?

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7 Answers

Market Research

Katie Levinson

MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y

Any VoC insights/data should be shared internally, along with the “so what.” It’s not enough to just share results from a survey or what you’ve heard from your consumers - you have to package it up in a way for stakeholders to understand why it’s important, and what should be done with the information. More practically, we use data like this to help inform strategic roadmap/planning decisions, in board decks to help bring company goals and results to life, and to develop positioning, messaging a ...Read More

1,035 Views
Dee Dee Wolverton

Udemy Product & Instructor Marketing, Director • 4y

Ideally, in everything :) Product Marketers should aim to approach our work from the perspective of the consumer, and frequently bring that view into internal conversations. This is why we closely evaluate their options (via competitive tracking), their experience (product and userflow), and their motivations (quant / qual surveys). At the most tactical level, we leverage those insights to inform positioning, messaging, and GTM execution. On a broader level, consumer insights fuel broader strate ...Read More

1,543 Views
Alex Lobert

Meta Product Marketing Lead, Facebook Monetization • 4y

We use voice of customer insights to inform messaging and positioning as well as our product roadmap. At Spotify, we have monthly syncs with our partnerships and sales team to just discuss feedback from customers. This helps us to understand if our product and / or go-to-market strategy is working and to prioritize changes. Prior to formal planning (at Spotify this is quarterly), I've also found success in summarizing voice of customer insights and presenting these to product teams in order to ...Read More

1,106 Views
Jennifer Kuvlesky

Snow Software Director of Product Marketing • 3y

I've used VoC insights to improve marketing messages, campaign focus and customer experiences. Here are some examples. Customer onboarding: Analyzing support case trends and feedback from product reviews helped reveal where customers were getting stuck on thier journey. Using this information, we created better onboarding guides and new onboarding services. Website messaging: We got a download of all our customer reviews and analyzed these using manual methods (and natural language processing ...Read More

892 Views
Abdul Rastagar

Sirona Marketing CEO of Sirona Marketing: GTM for healthcare and life sciences • 6y

VOC is used in a wide variety of ways. Some examples include guiding product development, building personas, message refinement, content development, targeting campaigns, sales training, educating customer support teams and much more. Most importantly, perhaps, is that it allows your teams to build customer empathy and help them understand customer motivations and needs.

1,067 Views
Daniel Palay

KPI Sense Chief Executive Officer • 5y

Voice of Customer insights are a great way to 1) see trends among customers (if enough are saying the same thing) and 2) check our own collective understanding of what we do. Sometimes, VoC will suggest that our customers are seeing something differently than we intended. It may be a single interaction that turns us on to this, but it opens our eyes to alternate interpretations of what we do and how the market perceives us. In short, it's great for hypothesis formulation.

591 Views
Madison Leonard

Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y

The best use of VoC is usually with informing the product roadmap with PLG companies. I find that customer advocacy programs are better for more Enterprise-level roadmapping and selling.

Great example:

I once launched a new feature and had a hypothesis of who my target audience was. Upon talking with customers, I found that I was wrong! The ICP was completely different! Quickly, I pivoted my GTM strategy and launch strategy to be more targeted, which ultimately did really well in the end!

350 Views