The voice of the customer - Deepstash
The voice of the customer

The voice of the customer

Gathering customer feedback is an excellent first step towards customer-centricity. The feedback obtained is then converted into a strategy that the Product Manager must share with the team or the entire organization. This is commonly referred to as the Voice of the Customer.

Voice of the Customer is a term that describes your Customer’s feedback about their experiences with and expectations for your products or services. It focuses on customer needs, expectations, understandings, and product improvement.

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Make an initial impression when conducting the perfect interview. You can start this by getting acquainted first, and then you can make small talk with your customers for a while and then continue with a question and answer session. When you can successfully create a comfortable atmosphere, they will automatically open, and indeed, you can obtain a lot of insight.

Try to get answers to the following questions when conducting customer interviews:

  • Who are your customers?
  • What are their habits?
  • When do they need your product?
  • Where do they need it?
  • Why do they need your product?

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The main focus is to find out what problems the Customer faces, not when you sell your solution or product. You want to get objective answers and won’t get if you’re trying to sell a solution or product. 

Usually, customers don’t know what they need, but they can’t hide what they need. 

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The Customer should be the one who talks more than you. Suppose you give your opinion during a customer interview. In that case, it is equivalent to basing your discussion, the Customer is not focused on the problem they are facing, and they don’t need your opinion.

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In sales, “Land and Expand” is a strategy to land a customer with a small deal, and then sell into the organization to expand your footprint to more seats, additional departments or more products and services.

Land and expand plays out like this in a SaaS:

  1. An individual user signs up for a free trial
  2. Then converts to a paid user
  3. Then you get as many other users in that company as you can
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