Voice of Customer (VOC): Your Secret Weapon for Marketing Success

Hey LinkedIn fam! Girdharee Saran here, host of the 10xMarketer podcast. I recently had a mind-blowing conversation with Eden Bidani, a conversion copywriting maestro and messaging strategist. We dove deep into the world of Voice of Customer (VOC) research, and let me tell you, it's a game-changer for marketers. Buckle up as I share some golden nuggets from our chat!

The VOC Revolution: Why It Matters

First off, what's the big deal with VOC? Eden nailed it:

"From my point of view, I mean, working with voice of the customer, it means that you're not guessing... what you need to write in your marketing copy and even how you need to write it."

Think about it. How often do we marketers assume we know what our customers want? VOC flips the script, letting our customers tell us directly.

The Magic of Real Conversations

Now, you might be thinking, "Can't I just run a survey?" Sure, surveys have their place, but Eden emphasized the power of one-on-one interviews:

"Those 30 to 60-minute interviews are so, so, so powerful because you get to ask them additional questions, follow-on questions. It's not a static conversation; it can flow."

The "Mom Bag" Moment

Want to see VOC in action? Eden shared this gem:

"I was working with a luxury bag company... I said, what kind of bags did you use before you purchased this product? She said, 'Oh, I just used any old mom bag.'"

That simple phrase - "mom bag" - became a cornerstone of their marketing. It resonated deeply with their audience in a way no marketer could have invented. That's the power of VOC!

Beyond Marketing: VOC's Wider Impact

VOC isn't just about crafting killer copy. Eden explained how it can shape your entire business:

"The voice of the customer, it informs product development; take the information back to the product team... It's the idea to spark a conversation about what's the direction we're going in and how far ahead we're looking."

Overcoming the Interview Jitters

Let's be real: talking directly to customers can be intimidating. Eden's advice?

"If you're nervous about doing that, ask yourself why and be honest with yourself as to why you're nervous about it... Remember you're going to be talking maybe 10% of the time of this call. The idea is not for you to talk; the idea is to get the customer to talk."

The Human Touch in an AI World

With AI taking over so many aspects of marketing, will VOC become obsolete? Eden doesn't think so:

"AI often glosses over things... Every pause for breath, every stumble, every stutter, every um, every ah has meaning... You need a human to interpret what the other human is doing."

Your VOC Action Plan

• Ready to dive into VOC research? Here's a quick start guide based on Eden's advice:
• Reach out to your best customers for interviews.
• Craft open-ended questions that encourage detailed responses.
• Listen more than you talk.
• Pay attention to nuances – pauses, tone, body language.
• Use the insights to inform your copy, product development, and overall strategy.
• Eden's practical tip to get started:

"The first thing I would do is to reach out to those high-value customers as early as possible, as quickly as possible... We'd love to hear about your experience with using our product. You know, this won't be a sales pitch."

The Anthropology Connection

Here's a fascinating tidbit: Eden brings an anthropological perspective to VOC:

"Anthropology says there is someone out there who's different from you and they have a different view of the world. They see the world differently than how you see it."

This approach helps us truly understand and communicate from our customers' perspective. Mind-blowing, right?

Wrapping Up

As we wrapped up our chat, Eden's words resonated with me:

"When you have a unique message, you can reach out to them."

In a world where we're bombarded with thousands of ads daily, a unique message derived from VOC can be your secret weapon.

So, LinkedIn tribe, I'm curious: Have you tried VOC research? What's been your experience? If you haven't, what's holding you back? Let's keep this conversation going in the comments!

Remember, your customers have the answers you need – all you have to do is ask and truly listen. Here's to creating marketing that truly resonates!

#VoiceOfCustomer #MarketingStrategy #CustomerInsights #ConversionCopywriting