Why your voice of customer program should guide your product development
How to use Voice of
Customers for Product
As a product manager or a SaaS company owner,
what is your main drive in building new
Should the Voice of Customer inﬂuence product
In Frost & Sullivan’s survey research on
R&D/innovation and product development
priorities, 84% of the respondents declare that
they employ the voice of customers (VoC) in their
product development cycle.
€17 Million ARR
“A huge factor in reaching this level of growth
has been our commitment to staying close to our
You might have the best expertise in the industry where
your company operates, but that professional knowledge
will never be more valuable to the business than
The best way to ensure your new developments will gain
the likes of the market is to listen to the voice of your
- Elon Musk, SpaceX
“It’s very important to have a feedback loop,
where you’re constantly thinking about what
you’ve done and how you could be doing it
How to embed Voice of Customer
into the product development life
In different stages of the product development process,
the approach you should be taking to obtain feedback
This is the product development process.
Make sure your customer service channel allows clear
communicate. And streamline the feedback.
Here are some questions to ask yourself and ﬁnd out if
your customer support is sufficient:
Is your feedback widget easy to ﬁnd?
How long does it take for customers to submit feedback?
Do you support visual feedback and screenshots?
Are the tickets streamline to one channel?
How many back and forth does it take to resolve a issue?
Are you labeling and
categorizing the feedback
Use customer feedback to
pick up potential new
The behaviour of customers will evolve with time. What
used to work may become irrelevant.
What happens when you don’t have a customer
“62% of customers go onto Social Media for
complaints and feedback.”
If you don’t listen and improve your product based on
customer feedback, you’ll quickly lose those customers to
competitors who will.
Acting on the voice of customer in a timely manner is one
of the most powerful change you can make in the product
- Chip Bell, Bank of America
“Loyal customers they don’t just come back,
they insist that their friends do business with
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