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Glossary
Customer feedback

What is Voice of Customer?

Voice of Customer (VoC) is the process of collecting and analyzing the expectations, preferences, and frustrations shared by a company's users. It aims to bridge the gap between what a product team builds and what the market actually requires by synthesizing direct feedback into actionable insights.

When to use it

Teams should implement VoC programs when they need to prioritize a product backlog based on evidence rather than intuition. It is particularly useful during quarterly planning or when identifying the root causes of customer churn. By aggregating feedback from various channels, product managers can identify recurring themes and hidden pain points.

Example

A SaaS team managing a project management tool notices a drop in retention and initiates a VoC study involving 200 users. They combine 50 feature request portal submissions, 80 support ticket tags, and 15 direct interview transcripts. The analysis reveals that 40% of users struggle with complex permission settings, leading the team to prioritize a 'Simplified Access Roles' epic for the next sprint instead of a previously planned AI dashboard.

How Planet Roadmap helps with Voice of Customer

Planet Roadmap has a public feedback portal and voting system that lets you aggregate and rank user requests to quantify customer demand for specific features.

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FAQ

How is Voice of Customer different from Net Promoter Score (NPS)?
NPS is a single numerical metric that measures customer loyalty, whereas Voice of Customer is a broader program that includes qualitative feedback, specific feature requests, and behavioral data to understand the 'why' behind user sentiment.
What is the most effective way to close the VoC loop?
Closing the loop involves updating customers when their feedback has been implemented; using a public roadmap or automated changelog notifications ensures users see the direct impact of their input on the product development cycle.

Related terms

Net Promoter Score (NPS)CSATCustomer Effort Score (CES)Feature RequestIn-App FeedbackFeedback PortalUser PersonaUser JourneyProduct StrategyJobs to Be Done

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