Analyze your customers with Customer Voice

Customer Voice is a guided conversation, not a form. It asks you about one specific real customer, then keeps digging with follow-up questions until it can write a profile of that person you could pick out of a crowd.

Turn it on first

Customer Voice is one of eight pages hidden from the sidebar on a new account. If you can't see it under Research, scroll to the bottom of the sidebar and click Show all features, or open Settings and use the Navigation section. Then open Customer Voice from the Research section and click Start Customer Research.

How the interview works

It opens by asking you to think of one real customer, not a segment and not an average. Then it works through who they are, what they were trying to do, what they had already tried, and what finally made them buy. Expect roughly five to eight exchanges, with follow-up questions that push back when an answer is vague.

Answer from what you remember about them. Along the way it pulls in passages from your knowledge base that relate to what you type, and it reads your Competitor Intel profiles in the background. It won't go through all of your customer feedback on its own, though, so the details you give it matter most.

Save the profile

When it has written the profile, click Save Report to KB (the button appears after a couple of exchanges). The whole conversation, profile included, is filed as a document in your knowledge base titled "VOC Report" and tagged customer-voice and voc-report, so you can find it in chat later or paste it into a brief.

Get more out of it

• Run it once per customer type, with a different real person each time, rather than trying to cover everyone in one session.
• Have the details handy before you start: what they said, what they'd tried, what nearly stopped them.
• Pair it with Competitive Intel to see how customer needs line up against what competitors offer.

Next

• Research competitors with Competitive Intel
• Add documents to your knowledge base