Voice of Customer: The Practical Method for Using Your Customer's Words to Grow

The Forget The Funnel Podcast

We need to talk about voice of customer — because there’s been a misunderstanding.
Voice of customer isn’t just for huge companies. It’s also not an abstract, academic concept that’s too broad for teams to use.
Done right, insights pulled from the words your customers use are practical and actionable. And they can help your team make better business decisions day in and day out.
Best of all, you don’t have to undertake a massive, endless research project to start putting the words of your best customers, aka ‘Voice of Customer', to work for your business. You can tap into both quick-win and in-depth methods to capture and leverage those insights to attract way more great-fit customers.
Ready to tap into VoC? Listen to this episode of the Forget the Funnel podcast as Georgiana and Claire dive deep into why the voice of the customer matters, how you can (and should) apply it to your business, and the methods you can use to get started.

Discussed:

• Common misconceptions about voice of customer and how it fits into the foundational understanding of your customers.
  
• Methods for capturing voice of customer, including customer interviews, qualitative surveys, signup flows, social listening and other quick-win tactics.
  
• Practical applications for voice of customer, from your homepage copy to product positioning and onboarding experiences.

Key moments:

1:12 - Claire kicks things off by defining voice of customer, and Georgiana explains some of the misconceptions that might hold companies back from capturing and using it.
5:16 - Georgiana takes a “then and now” look at the voice of customer concept. She compares how the term was first used in 1993 to how it looks today, with practical daily applications in areas like marketing.
8:38 - Georgiana explains how capturing voice of customer is part of foundational customer understanding. She also describes the output of those conversations: both high-level understanding and actual customer quotes.
12:05 - Claire asks Georgiana to share some methods for capturing voice of customer beyond customer interviews.
16:21 - Claire offers guidance for which methods to start with when gathering the voice of the customer and the importance of knowing that your insights are coming from your best-fit customers.

21:51 - Georgiana speaks to the importance of recording and manually transcribing customer interviews — and why you shouldn’t use AI to transcribe for voice of customer.
24:27 - Georgiana and Claire share an example of a customer who gathered the voice of the customer through qualitative surveys. What they learned completely changed their messaging, which led to a 93% increase in product sign-ups.
30:39 - Voice of customer is versatile and applicable well beyond your website homepage. Georgiana closes out the episode by sharing the many applications for the voice of customer.

Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/
Follow Claire on LinkedIn: https://www.linkedin.com/in/clairesuellentrop/
Read the uber-practical Forget The Funnel book: https://forgetthefunnel.com/customer-led-growth/book
Check out Forget the Funnel’s website: https://forgetthefunnel.com/
Get the free Forget the Funnel workbook to help you implement Customer-Led Growth: https://forgetthefunnel.com/workbook