CMSWire. How to get the voice of the customer

For startups and young tech companies, starting off on the right foot is essential. The Voice of the Customer (VoC) offers a clear understanding of what users truly want. By listening closely to this feedback, companies can steer clear of potential pitfalls and develop products that genuinely connect with their audience.

Using VoC isn't just about avoiding mistakes; it's about making strategic, user-informed decisions from the outset. Early input helps shape the company's direction, ensuring they're building with the user in mind. And this approach? It paves the way for lasting success.

A feature by CMSWire detailed four strategies for improving VoC input, and 555 vCTO Founder Vaclav Vincalek weighed in with his expertise.

Why is VoC important for businesses?

Tech startups have a lot on their plate, and one key to getting things right early is listening to their users. Voice of the Customer (VoC) helps startups figure out if the features they're considering will really hit the mark with their audience.

If you're pouring time and energy into building something, it makes sense to check if it's what people actually want. VoC provides that reality check, ensuring that startups are building things people will genuinely value and use.

How does VoC differ from customer feedback surveys?

Many believe that simply administering a survey will get to the heart of a customer's thoughts and concerns. But according to Vincalek: “Voice of Customer programs are ineffective because people running these programs don’t actually talk to, or listen to, the voice of the target audience: the customer.”

Vincalek said VoC is so much more than ticking boxes on a questionnaire. It involves deep dives into various feedback channels, from direct interviews and social media interactions to analyzing customer support tickets and studying user behavior on digital platforms.

Vinclalek points out that while surveys might appear advantageous due to their scalability and simplicity in deployment, they have a significant drawback: they don't entail direct, real-life conversations with customers. Consequently, there's potential for misinterpretation and missed nuances in feedback.

How do businesses implement a VoC program?

A VoC program can involve multiple steps, but usually involves data collection, analysis, identifying insights, implementing changes, and monitoring feedback. One tip Vincalek recommends is establishing customer counsel groups for direct feedback sessions. Hosting these in-person discussions signals a company's genuine commitment to understanding its customer base.

“Imagine sitting in a room with users of your product, and learning about problems that you never knew existed — all because you gave your customers a place to express their opinions through conversation, rather than clicking a bunch of 1 to 10 scale questions," Vincalek added.

Giving customers a straightforward method to share their ideas and suggest product improvements allows a company to capture essential VoC insights, Vincalek added:

“If someone is fiddling around with your product and thinks to himself, 'wouldn't it be great if it did this' and could actually submit that idea? The portal would create a community around the product, where customers can collaborate and share — not just with the company, but with each other.”

The most important lesson for companies is to listen and show that you've actually taken action, Vincalek added. “Surveys are almost meaningless because customers don't see an end result to their issue."

555vCTO can help you validate your solution through customer feedback.

555vCTO is at the forefront of connecting businesses with the pulse of their customers. With a unique blend of technological tools and expertise, 555vCTO not only captures the Voice of the Customer but also aids in translating it into actionable and validated features. By bridging the gap between user feedback and product evolution, 555vCTO ensures that your product remains relevant, competitive, and loved by its users.

Don't let valuable customer feedback slip through the cracks. Explore how 555vCTO can elevate your product development journey, keeping you in tune with the heartbeat of your market. Dive in today and see the difference firsthand.