Voice of Customer (VoC)
Definition
Voice of Customer (VoC) is the practice of capturing, analyzing, and acting on customer feedback and preferences to improve products, services, and experiences. In a sales context, VoC specifically refers to extracting customer insights from sales conversations — the unfiltered, candid feedback prospects share during calls about their needs, frustrations, preferences, and decision criteria.
Why Sales Conversations Are the Best Voice of Customer Source
Surveys ask customers what they think. Sales conversations reveal what they actually say when making buying decisions. The VoC data in sales calls is more authentic, more detailed, and more actionable than any survey response because prospects are articulating real needs in a high-stakes context. For agencies, mining VoC from sales conversations reveals how prospects describe their problems (informing messaging), what they value most (informing positioning), and why they choose or reject solutions (informing strategy). This intelligence feeds product development, marketing, and sales improvement simultaneously.
How Callbricks Helps
Callbricks extracts Voice of Customer data from your entire call archive. See how prospects describe their challenges in their own words, what features they care about, what competitors they mention, and what drives their buying decisions. Use this authentic feedback to improve everything from marketing messaging to product roadmap.
Key Takeaways
- 1.Sales conversations contain the most authentic, detailed VoC data because prospects speak candidly about real needs.
- 2.VoC from calls is more actionable than survey data because it captures actual buying context and language.
- 3.Mining VoC across many calls reveals patterns that inform messaging, positioning, product, and strategy.
- 4.The language prospects use to describe their problems should inform your marketing and sales messaging directly.
Frequently Asked Questions
Put Voice of Customer (VoC) Into Practice
Callbricks helps agencies apply these concepts with real data from their sales calls. Start mining your call archive today.