Adopting the Voice of the Customer: Why It’s Key to Success

In today’s fast-paced business world, understanding and communicating in the "voice of the customer" is crucial for building strong relationships and ensuring long-term success. But what exactly does it mean to adopt your customer’s voice? And why is it important?

Why It Matters

At its core, adopting the voice of the customer means demonstrating empathy and understanding of your customer’s unique challenges. By speaking their language and using terminology that resonates with them, you show that you're aligned with their business goals. This alignment is a key factor in building trust and credibility, which are essential for any successful partnership.

How to Understand Tone and Voice

The best way to uncover a customer’s tone or voice is to pay attention to their values. A company's motto or internal messaging often reflects how they view success. For instance, Meta's famous “move fast and break things” motto signals a tone of urgency, innovation, and adaptability. When dealing with such a company, you’d likely focus your communication on fast results and quick iterations.

But a customer’s voice also becomes more evident in regular meetings. Observe what excites them, the words they use when they’re passionate, and the way they discuss their successes. Using their own terminology in your interactions can help evoke that same excitement when presenting results or updates.

At the same time, not every customer will display enthusiasm in the same way. Some may take a more methodical approach, focusing on metrics, delivery, and results.

Adapting to Different Tones: A Tale of Two Clients

Let me illustrate this with two contrasting examples from my experience:

1. Tech Company: I once worked with a leading tech firm’s early careers team to deliver apprenticeships in areas like data and software engineering. This client was driven by energy and innovation. When presenting our results, I knew my tone had to match their enthusiasm. I highlighted their impact on young careers, using uplifting stories of apprentice success. By reflecting their upbeat culture, I strengthened our partnership.
2. Public Sector Client: In contrast, I also worked with a public sector organisation that prioritised ROI and delivery. Their focus was on the concrete—hard facts, numbers, and the bottom line. In this case, I used a direct, no-frills approach. My quarterly review was succinct, focused on specific results like cost savings and efficiency gains. This approach resonated well with their leadership, as it matched their preference for clear, actionable insights.

These two cases, from the same week, underscored the importance of flexibility in Customer Success. Adapting your tone, body language, and messaging to each client’s unique style and needs isn’t just beneficial—it’s necessary.

Conclusion

Customer Success is about building partnerships, and every partnership requires a bespoke approach. Taking the time to understand and adopt the voice of the customer allows you to communicate in a way that resonates with them, fostering deeper connections and driving mutual success.

By consistently listening, observing, and aligning with the values and language of your clients, you position yourself as an invaluable partner, able to deliver results in a way that truly speaks to them.