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B2B Marketing

Voice of the Customer

VoC
Definition
Voice of the customer (VoC) is the structured process of collecting and analysing customer feedback to understand their needs, expectations and language.

Common VoC sources

  • Customer interviews and surveys
  • Sales call recordings and notes
  • Support tickets and reviews
  • Win-loss interviews

Why it matters

VoC insights show which problems customers actually care about and the words they use to describe them. Using their language in messaging, websites and campaigns makes them more relevant and convincing.

How VAEKST can help

We turn what customers actually say into messaging that converts. See how we work with B2B marketing. Book a meeting to talk it through with one of our growth experts.

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Related terms

Net Promoter Score

Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to recommend you on a scale from 0 to 10.

Buyer Persona

A buyer persona is a semi-fictional profile of a person in the buying committee, describing their role, goals, challenges and how they evaluate suppliers.

Win-Loss Analysis

Win-loss analysis is the practice of reviewing won and lost deals – often through buyer interviews – to understand why customers choose you or a competitor.
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