The 4 Ultimate Voice of Customer Playbooks
Madeline Turner
We understand that Voice of Customer programs are important—that organizational alignment around customer feedback is critical to continued growth.
What many are still struggling with is how to build a VOC process and structure that scales.
But as demand for superior experiences increases in B2B SaaS, so does the need for organizations to develop strategies that allow for real-time understanding and response.
To do this well, organizations need to embrace a feedback culture and a standardized process:
- Organizational alignment: accountability, ownership, and collaboration around the biggest issues impacting customers.
- Standardized CX measurement and process: agreement on what, how, and when customer feedback is measured, labeled, and reported out.
- Access to customer feedback: defined feedback channels and one place for comprehensive roll-up.
These three pillars are foundational components to building a successful and scalable voice of customer program.
In order to user customer feedback to our advantage and reduce churn, we must first have the ability to access and analyze that feedback. Once we have a standardized system for how we collect and categorize customer feedback across our organization, we’re able to track the patterns over time and spot issues early.
Just like any new role within an organization, the hardest part is defining the breadth of responsibility and ownership, aligning stakeholders, and getting buy-in to take action.
In B2B SaaS, we’re familiar with strategic projects. But a Voice of Customer program isn’t a short-term initiative. Your Voice of Customer program is a pointed effort to improve every touchpoint throughout the customer journey to reduce churn and build a brand your customers love.
Putting this to action and understanding the steps to take when feedback trends are identified is not easy. We’ve put together 4 playbooks to help teams understand how to use customer feedback throughout your organization—from pricing strategies to copywriting.
Because being a customer-obsessed organization means giving our customers a voice in ever major decision.
1. [The LoopVOC Playbook] Creating a Customer-led Pricing Strategy
This playbook will help product marketing teams understand how to identify problems impacting revenue and adapt pricing strategies to improve results. We walk readers through the steps to take to dig into verbatim customer feedback as well as the mentions of specific trends to look for:
- Upfront price
- Ongoing fees
- Price vs competition
- Price increases
- Value for money
2. [The LoopVOC Playbook] Using Customer Feedback to Drive Your Product Roadmap
- Time to market – did you make promises that have yet to be delivered on?
- Competitor offerings – has a competitor recently released features that your customers want or need?
- Bugs or Product Stability – are features not working as expected?
- New Feature Release – were new features released that require more customer training in order to realize value
- Lack of product innovation – are market changes meaning that product features are being unused or antiquated?
- Complicated UX – are customers having to click too many times to get to critical information?
- Copy Inconsistency – is your product terminology clear and consistent?
3. [The LoopVOC Playbook] How to Improve CX Strategies with Customer Feedback
- Service: How responsive is the frontline to customer needs? How easy are you to do business with across all operations?
- Onboarding: How easy is it for customers to start using your products to achieve value? Do you have the resources in place to successfully implement customers (content, headcount, etc)
- Support: Are Support representatives adequately trained? Have hold times met customer expectations? Is technical documentation enabling customers to self-serve?
4. [The LoopVOC Playbook] How to Improve Messaging with Voice of Customer Copywriting
- Collect and analyze your VOC data to understand what your audience cares about, their priorities and how they speak and think.
- Experiment with VOC to improve your conversion rates
- Combine VOC data with persuasive frameworks like PAS or AIDA to help you write more effective messages, faster
