Becoming the voice of users

The voice of the customer (VoC) includes all the insights, needs, and feedback that customers share through different channels. This feedback comes from surveys, interviews, social media comments, and reviews.

To use customer feedback well, teams need to collect it from many sources and put it in one place. Centralizing feedback helps spot patterns and surface the most important insights. But the way you organize this depends on your team’s size. A small team might use an agile setup, like a shared Slack channel, to quickly capture and react to feedback. As the team grows, it often makes sense to formalize the process with dedicated tools or structured repositories. What matters most is that feedback is easy to find, share, and act on.

Teams also need to develop empathy for users’ challenges. Every feature should solve real problems or improve the experience. Customer insights should be shared widely, not just within the product team. Engineering, design, marketing, and support should all meet with customers regularly. This ensures decisions across the company stay grounded in customer needs. Finally, close the loop by acting on feedback and letting customers know what has changed.^[1]