July 13, 2021

Utilizing the Customer Voice to Improve Your Marketing Strategy

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It seems like our voices are being recorded all the time, by phones, collaboration tools, smart speakers and more. The “voice of the customer” (VoC) isn’t a new idea for marketing and customer success professionals, but better technology is changing the game. It’s now easier for marketers to search for and share the important parts of calls, for example.

In this episode of B2B Nation, we talk to Mike Adams, CEO and cofounder of Grain, which is one of the tools helping businesses capture the voice of the customer and unlock its value.

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Fundamentally, Mike says, effective use of the voice of the customer by marketers leads to better product marketing. But there are applications for customer success, customer support, sales roles, engineering and more.

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Episode Guide

2:33: How much did technology limit the way businesses used the customer voice in the past?
8:30: How are companies capitalizing on their customer voice strategy?
10:08: Better customer service and support with modern voice of the customer technology
12:07: Which teams and roles are making the best use of customer voice data?
18:30: What is up next for the voice of the customer space?
22:02: What’s the future of video calls?
26:10: What’s the one tool Mike Adams can’t work without?