Why Our Voice of the Customer is Better Than Yours
Summary
There are loads of bridges built between organizations and their customers, pathways that help them connect. For some reason, the bridge that’s always open but oft-forgotten is the bridge that support has built. Dovetail’s User Experience Researcher, Anna Nguyen, and Inbound Customer Specialist, Emily Brogan are here to tell you how support and research can join forces to holistically represent the voice of the customer. Join us to learn about: The powerful relationship between support and user research Dovetail’s definition of the voice of the customer The process of gathering high volume feedback to generate succinct insights The impact of the voice of the customer at Dovetail How different teams can use the voice of the customer
Key Insights
-
•
Bridging support and product feedback creates a more holistic voice of the customer.
-
•
Using the company’s own research platform (Dovetail) increased engagement and streamlined feedback storage.
-
•
Defining a company-specific voice of the customer is crucial for relevance and shared understanding.
-
•
Multiple feedback channels—Slack, emails, in-app buttons, NPS—must be unified for comprehensive insight.
-
•
Monthly and quarterly VoC stories help summarize themes and influence decision-making broadly.
-
•
Making VoC reports fun and visually engaging encourages team involvement and empathy.
-
•
Involving non-customer-facing roles like engineers improves product alignment with real user needs.
-
•
A flexible and evolving VoC process is necessary in fast-moving startup environments.
-
•
Cross-functional collaboration fosters ownership and drives actionable responses to customer feedback.
-
•
Starting conversations about VoC ownership helps kickstart and sustain the process within teams.
Notable Quotes
"I thought it was really important to start closing the gap by collating monthly themes and sharing them with the wider team."
"We realized that everyone kind of has a different definition of the voice of customer and that we needed to define our own to make it relevant for us."
"Our monthly voice of the customer reports we call Stories in Dovetail; we share them with the team every month."
"Making our voice of the customer stories really fun and engaging is important because sometimes feedback is frustrating, and this helps keep it relatable."
"The ultimate goal is that feedback leads to actual actions, whether quick wins or longer strategic roadmap changes."
"It’s not all sunshine and rainbows; being new and working in a fast-moving startup means our process needs to stay flexible and adaptable."
"We want this process to be collaborative and cross-functional, involving engineering, design, sales, marketing, and customer success."
"If you have a sense of ownership in the work, you naturally feel more engaged with the outcome and output."
"We believe the responsibility for the voice of the customer should be shared by everyone on the team."
"We don’t just want to make customers satisfied, but provide an amazing experience and get those around us excited about what we’re doing."
Or choose a question:
More Videos
"Good design needs better PR and the government has to be actively involved in the process."
Sofía Delsordo Kassim VeraPublic Policy for Jalisco's Designers to Make Design Matter
December 8, 2021
"If it’s not usable it’s not valuable."
Product and Design at Bloomberg: A 15-year Evolution
December 6, 2022
"People were doing incentives in different ways, using their own cards, which was confusing, so I centralized it."
Liza Pemstein Jane DavisScaling Research Via an Ops First Model at Clever
March 27, 2023
"It’s important to reflect on our work and careers to shape what comes next."
Kara KaneTheme One Intro
November 16, 2022
"AI can accelerate prioritization tasks, but the final judgment must come from humans who understand context."
Mark Interrante Harry MaxAI for Prioritization (3rd of 3 seminars)
July 11, 2024
"Accessibility is a journey and a conversation—thanks for starting yours by being here today."
Sam ProulxOnline Shopping: Designing an Accessible Experience
October 3, 2023
"If you want to make one slice bigger you have to make another slice smaller — executives hate the exclusive or concept."
Rich MironovHow Can Product Managers and UXers Help Each Other (and Why are Product Folks so Annoying Sometimes)?
December 6, 2022
"Nobody asked for this damn thing, nobody funded it, but we just made it."
Juhan SoninDesign Now! The Agenda for Action
September 4, 2025
"Our methodologies today are prone to producing one-size-fits-men outcomes under the guise of being gender-neutral."
Mansi GuptaDrawing from Feminist Practice to Make Inclusive Design Operational
September 9, 2022
