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Guide

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Guide

7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

Download Now

Request a Demo

We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

Download Now

Break Out of the Product Management Echo Chamber Using the Voice of the Customer

How to use VoC data to make better products and experiences

Despite all of the changes in the digital world, one thing always remains critically important: The voice of the customer.

When brands listen to and act on the voice of the customer (often referred to as simply “VoC”), it can completely revolutionize the way their business operates. When you listen to your customers, you can make more informed product decisions, create a better mobile app experience, develop successful marketing campaigns, launch loyalty programs that actually retain customers, and much more.

The voice of the customer is the key factor to understanding what your customers need now and what they’ll need in the future. If you can’t answer the questions we outlined above, you might need to take a step back and reassess your mobile customer experience strategy. VoC should be your North Star throughout your product management and mobile marketing efforts.

This guide covers the following:

  • What is the voice of the customer
  • How companies use VoC data 
  • Why VoC is valuable 
  • How to create a better VoC program 
  • Voice of the customer templates
Voice of the customer guide laptop image

Definition of the voice of the customer (VoC)

To put it simply, the voice of the customer (VoC) is everything your customers think and feel about your customer experience. It’s become a standard business term used to describe the process of collecting data about customer expectations, preferences, and dislikes. Once companies collect that VoC data, they can use those insights to inform their mobile strategy, loyalty programs, marketing campaigns, product roadmap, and more.

The voice of the customer includes answers to questions like:

  • What do your customers like?
  • What do your customers not like?
  • What do your customers want?
  • How do your customers feel about the customer experience?
  • Why do unhappy customers feel the way they do?
  • How do specific cohorts of customers feel in comparison to each other? (i.e. loyalty program members versus non-loyalty members)
  • Why do certain customers churn?

How to create a better VoC program

A deep understanding of VoC equips companies to increase revenue by preventing churn, increasing loyal customers, and creating better customer experiences.

Creating a better VoC program all comes down to capturing emotion and analyzing sentiment.

By learning which customers are fans and which customers are at risk of churn, you can:

  • Enrich behavioral churn prediction models with shifts in sentiment
  • Benchmark “Love” as an emotional signal with NPS and CSAT
  • Prioritize and validate your product roadmaps and experiential investments
  • Utilize emotion for customization and personalization
  • Drive adoption and revenue growth from “repeat fans”
  • Act on the specifics of when and why your customers are at risk

Voice of the customer templates

The following VoC template will help you make sense of the qualitative direct feedback you’ve gathered. To access the framework and example teased below, download the guide today.

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