Voice of the customer, without sending a survey

The response rate problem

Surveys ask customers to summarise an experience after the fact, in a format you chose, at a moment that suits you rather than them. The people who respond are rarely representative of the people who did not.

Meanwhile your team speaks to hundreds of customers a week, unprompted and in their own words.

Listening to what already exists

Conversations contain the unfiltered version: the feature someone assumed existed, the pricing comparison they made out loud, the workflow they described working around. None of it required a form.

The most honest customer feedback is the kind nobody was asked to give.

Treating existing conversations as a research source removes the sampling problem and the delay at the same time.