Module 1: Voice of the Customer Research



By the end of this module, you will understand your customers’ psychology. This includes beginning your voice of the customer (VOC) program.

Why is a VOC program important to your success?

In 2015, Aberdeen Group ran a survey on 207 businesses that collected VOC data. They compared the top 20% of businesses (“Best-in-Class”) with the bottom 80% (“All Others”).1 

Here’s what they found:


Using VOC data allowed the Best-in-Class to retain 55% more customers too (87% vs 56%). Further, the Best-in-Class had 9.8x greater year-over-year revenue over the remaining 80% of businesses. (48.2% vs 4.9%).

Insights from customer research will give you the date you need to:
  • Attract the kind of customers you want by finding the right messaging.
  • Differentiate your product so you don’t look like every other competitor out there.
  • Turn potential customers (visitors or trial users) into paying customers by learning why they're stuck in the sales process.
  • Develop your product to improve word-of-mouth and reach new customers.
  • Get a steady flow of new customers by finding the right marketing channel(s) to focus on and ignore the rest.

In this module, you will learn how VOC data will help you to:
  1. Improve the five areas of marketing: Acquisition, Activation, Retention, Referral, and Revenue. (Yes, “AARRR!!!” is also known as pirate metrics).
  2. Feel confident about your messaging.
  3. How to work backward from your current business challenge to an actionable solution. This includes how to...
    1. Differentiate your product.
    2. Understand your customers’ psychology to improve your messaging.
    3. Turn visitors and trial users into customers.
    4. Map your go-to-market strategy.
  4. Know when to differentiate and when you want to copy your competitors.
  5. Get customers more cost-effectively by improving your go-to-market strategy.
10 Lessons