Why Voice of Customer Is So Important And 3 of the Best (and Easiest) Ways to Get It
Discover why Voice of Customer (VoC) is crucial for CRO success. Learn 3 simple ways to collect customer insights and turn them into copy that converts.
You can guess what your customers want. (Don’t do that.)
Or you can ask them, and get the exact language that makes them say yes.
Voice of Customer (VoC) is more than just a marketing buzzword. It’s the difference between copy that converts and copy that confuses. When used well, VoC can function as the backbone of your entire conversion rate optimization (CRO) strategy.
In short: Voice of Customer is the single most valuable (and underrated) asset in your marketing toolkit.
Let’s start with what it actually is.
Voice of Customer data is raw, unfiltered insight straight from your users’ mouths. It tells you what they care about, what they struggle with, and what makes them click “buy now.” Not what you think your product does, but what they think it does, in their own words.
That’s what makes it so powerful.
When Figgy, a DTC brand selling high-end play couches for kids, came to us, they weren’t struggling with traffic, but they were struggling with conversions. Their homepage and PDPs were clean, branded, and beautiful. The messaging, though, was written from a product-first lens (features, materials, specs) rather than a customer-first lens. Once we turned that around, leveraging reviews, testimonials, and feedback they already had, conversions jumped.
Why? Because good VoC eliminates guesswork. It aligns your copy with your audience’s mental model. And it does it fast.
So how do you collect it fast and easily?
1. Loyal Customer Surveys (The 2-Minute Goldmine)
You don’t need a 20-question monster survey. Just a few targeted questions at the right moment can unlock powerful language and emotional triggers.
Here are some of the questions we asked customers of Figgy, a client of ours producing play couches for kids:
- How were they using their Figgy?
- What would they miss most if they could no longer use it?
- What daily problems did it solve?
- What could make them use their Figgys more often?
Questions like these do double duty. They tell you what resonated in your funnel and where people still had doubts. More importantly, they give you exact phrasing, headline-ready phrases like “I’ve been looking for something like this forever” or “I needed a gift for someone impossible to shop for.”
You can see how we used this to powerful effect with Figgy.
Tools like Fairing (formerly EnquireLabs), Typeform, and Fillout make this easy to plug into your post-purchase flow.
2. Customer Support Transcripts (The Free Treasure Trove)
Your support inbox is filled with gold…if you know where to look.
Dig through your support chats and emails. What questions keep coming up? What objections do people voice before they purchase? What are they pleased with post-purchase?
Better yet: Use a support tagging system or text analysis tool like Idiomatic or Gorgias Insights to surface recurring themes automatically.
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3. Review Mining (What They Say When You're Not in the Room)
This is the unsung hero of VoC work, especially if you're just starting out.
Mine your own reviews (if you have them). If not, go to Amazon, Reddit, YouTube, or any third-party retailer. Search for emotional language. Pay attention to words that show urgency, relief, frustration, or transformation. Those are the phrases that stick with prospective buyers.
Final Thought: Use It or Lose It
The #1 mistake marketers make with VoC is collecting it but never putting it to work.
Don’t let it sit in a spreadsheet. Use it:
- In headlines and subheads
- In product descriptions
- On your landing pages
- Inside your ads
- In your email subject lines
VoC isn’t just research. It’s how you find the exact words your customers need to hear to convert. And it’s how you stop guessing and start growing.
So stop brainstorming in a vacuum. Open your inbox, your review section, your survey dashboard. Your customers are already telling you what they need to hear.
All you have to do is listen.
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