- Embodying, advocating for, and always speaking from the voice of customer - All the ways marketers can hear from their customers and some suggestions of how to implement that voice - Providing potential customers with the right information at the right time in a language that makes them feel understood - What she’s learned in the last ten years, what she’s seen change, what she hopes changes back, and what she knows never will

1. VOICE OF CUSTOMER
ALI GOOD

2. VOICE OF
CUSTOMER
DEFINITION
WHAT IS IT
METHODOLOGY |
HOW TO COLLECT IT
ACTION
WHAT TO DO WITH IT

3. WHAT IS VOICE
OF CUSTOMER

4. HEATHER TAYLOR
DIRECTOR, PRODUCT MARKETING
TOP HAT

5. Understanding what customers care
about and bringing those insights to
your organization.
WHAT IS VOICE
OF CUSTOMER

6. WHAT IS VOICE
OF CUSTOMER
The wants, needs, feelings, and
thoughts of a customer (or pre-
customer) about products or
services.

7. WHAT IS VOICE
OF CUSTOMER
Listening to (and acting on!) what your
customers think...about your brand,
product, experience, etc

8. QUICK POLL
The wants, needs, feelings, and thoughts of a customer
(or pre-customer) about products or services.
Understanding what customers care about and
bringing those insights to your organization.
Listening to (and acting on!) what your customers think...
about your company, brand, product, experience, etc.
A
B
C

9. WHAT IS VOICE
OF CUSTOMER
action

10. ALLISON RONA
SENIOR PRODUCT MARKETER
GEM

11. HOW TO
COLLECT IT

12. OLD
SKOOL
Surveys
Focus groups
Interviews
QUALITATIVE

13. QUICK POLL
Have you old skool'd
recently?
A
ye
s
B
n
o

14. For SURVEYS
• Know your n
• Use open-ended questions only when you must
For FOCUS GROUPS & INTERVIEWS
• Capture your insights as you go
For BOTH
• Ask about behavior (not wants)
• Only ask questions that will allow you to take
BEST PRACTICES

15. Engagement (CTRs, video drop-off)
In-product behavior
NEW SKOOL
QUANTITATIVE

16. QUICK POLL
Have you new skool'd recently?
A
ye
s
B
n
o

17. BEST PRACTICES
For EMAIL ANALYTICS
• Set success metrics prior to sending
• Track metrics MOM to discover trends
For WEB ANALYTICS
• Stack hands on website purpose
• Look for surprises
• Measure for magic moments
For PRODUCT ANALYTICS

18. NEXT LEVEL
A/B Testing
Heatmaps
EXPERIMENTAL

19. QUICK POLL
Have you leveled up
recently?
A
ye
s
B
n
o

20. QUICK POLL
Are you planning to level up
in the next year?
A
ye
s
B
n
o
C
I'd like
to!

21. BEST PRACTICES
For A/B Testing
• Don't stop at subject line
testing
• Use a tool like VWO to level up
For HEATMAPS
• Measure for your magic
moments
• Know what actions you'll try
next

22. Surveys
Focus Groups
Interviews
Analytics from
email, website,
in-product
Experiments,
Heatmaps
100% 85% 58%

23. WHAT TO DO
WITH IT

24. MESSAGING
67%
ROADMAP
20%
GTM
13%
WHAT TO DO
WITH IT

25. QUICK POLL
Why did you do VOC?
A
messaging
B
roadma
p
C
GT
M

26. MASON COSBY
DIRECTOR OF GROWTH
MOJO MEDIA LABS

27. HOW TO HAVE A
BIAS FOR ACTION

28. RULE 1
Have an action plan
BEFORE you collect VOC

29. RULE 2
Align your action plan with
outcomes, goals, metrics

30. RULE 3
Socialize your methodology
AND your action plan

31. RULE 4
Communicate early results (and
remind of the action plan)

32. RULE 5
Keep your bias in check as
you analyze results

33. RULE 6
Roadshow the INSIGHTS
with the results, and kickoff
the action plan

34. MAKE FRIENDS
ALI GOOD