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
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Collaborating between support and research teams leads to a more holistic Voice of the Customer.
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Defining a company-specific Voice of the Customer ensures relevance and clarity across teams.
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Automating feedback collection through integration tools like ZPR streamlines data aggregation from multiple channels.
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Using both local and global tagging taxonomies helps organize and connect raw feedback to actionable insights.
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Transforming raw data into engaging monthly 'stories' increases team engagement with customer feedback.
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Including various feedback sources—Slack, product feedback buttons, emails, NPS surveys—captures a wide spectrum of customer voices.
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Startups need a flexible and evolving VoC process to adapt to fast-paced changes and pressures.
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Showing team members how to participate in voicing customers and tagging feedback fosters greater ownership and engagement.
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The ultimate goal of VoC is to influence decision-making with actions ranging from quick wins to strategic roadmap changes.
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Cross-functional involvement, including engineering, design, marketing, and sales, is critical for a successful Voice of the Customer program.
Notable Quotes
"My role is pretty cool because I get to interview and usability test researchers like you."
"We realized there was a big understanding gap between those who talk to customers daily and those who don’t."
"At first it was really manual, copy-pasting into Notion, but that was hard to make people care."
"We thought we needed to use our own tool to store and share all the feedback we receive."
"Voice of the Customer means the loudest voice coming through from our customers, shared in a way that makes the team care."
"We wanted to make sure all feedback is captured in one place so everyone can empathize and connect better."
"Our goal is that when we share feedback, the team takes action—from quick fixes to strategic changes."
"It’s a journey and always evolving, especially in a fast-moving startup where change is constant."
"Everyone at Dovetail should share responsibility for the Voice of the Customer—it’s a collaborative effort."
"Making the Voice of the Customer fun and engaging helps balance the frustrations that sometimes come with feedback."
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