Voice of Customer: Your Shortcut to a Sharper Go-To-Market

Voice of Customer: Best Practices that Actually Work 

B2B teams talk about being “customer-first” all the time. But most companies rarely take the time to listen. That’s where Voice of Customer (VoC) interviews come in. Done right, they cut through internal bias and give you a true 360° view of the customer experience. 

Here’s what works: 

➡️ Start with research 
Look at the client’s LinkedIn, website, press, funding, and firmographics. Get smart on their world before you get on a call. 
➡️ Prep with your internal team
Talk to the account owner. Pull CRM notes. Review past calls. Understand the relationship context. Know what’s happened and what hasn’t. 
➡️ Tailor every client interview
Don't just send a generic survey. Customize the interview questions based on what you’ve learned. One-size-fits-all won’t get the signal you need. 
➡️ Make it a conversation, not a script
Encourage truth. No filters. Let them tell their story. Use your questionnaire as a guide, not a checklist. 
➡️ Capture both data and context
You need the “what” and the “why.” Pull both qualitative and quantitative insights. Opinions, patterns, root causes: they all matter. 
➡️ Summarize everything 
Roll up internal notes + customer feedback into a single view. Look for themes. Spot the gaps. Identify what’s working and what’s not.  

Why this matters to your GTM system 
VoC interviews directly inform market strategy, product positioning, messaging, and expansion plays. It’s a core part of your feedback loop and a critical input to your GTM Strategy. If you’re looking to better understand where you are in your GTM journey and what your next move should be, our GTM Assessment is a great place to start.

Stay tuned for more Voice of Customer themed content coming soon!

Ready to run Voice of Customer interviews that actually drive outcomes?
Whether you’re looking to run them in-house or want an expert team to handle it for you, we can help.