Enterpret Voice of Customer Maturity Model

Jack Divita
Customer Success Manager
February 9, 2024

At Enterpret, we work with the most innovative customer-centric companies like Canva, Loom, Notion, and Apollo.io to build their Voice of Customer (VoC) programs.

The Enterpret Maturity Model is a playbook inspired by many lessons we’ve gathered by collaborating with these teams to build and support their VoC programs. This model can be used as your guide for establishing a Voice of Customer program or want to find ways to up-level your VoC program.

What is a Voice of Customer program?

The best products are built by continuously talking to customers and using insights from those conversations to solve customer problems. Over and over again.

A Voice of Customer program ensures companies are collecting every customer interaction and transform these into insights that can be used to solve problems and build great products.

Many teams we talk to are still looking to understand what a good Voice of Customer program looks like. With the rise of generative AI, starting a Voice of Customer program is easier than ever but also more critical to get right as customer expectations of products and the teams that build them continue to grow at a rapid pace.

Voice of Customer is a Team Sport

When it comes to managing and acting on customer feedback, there are two types of stakeholders:

  1. Insight Producers: Align your entire company around the top pain points customers are facing
  2. Insight Consumers: Insight consumers take action based on customer feedback insights

Align your organization around Voice of Customer

Oftentimes, the benefits of a Voice of Customer program highlights the value from the customer point of view.

There’s another core benefit of VoC that drives collaboration between the folks building the products for customers by aligning them around insights.

Is your team actually using customer feedback to build products?

Every company is running some form of a Voice of Customer program - even if you don’t call it that.

If you’re collecting feedback in a support tool, running surveys, or listening to what customers are saying about you on social media, you’re stitching together some form of Voice of Customer.

The question to ask is, “How good are we at using customer feedback to build products?”

The Voice of Customer Maturity Model

The Enterpret Voice of Customer Maturity Model helps teams calibrate where they are in their VoC journey.

Step 0: Care about your feedback

Have you delivered a feature/product because of customer feedback? When was the last time? What was it?

Step 1: Quantify customer feedback

Do you prioritize delivering features/products using quantified metrics of customer feedback?

Step 2: Automate the process

How long did it take you to make that report? How many different sources were you able to consider?

Step 3: Decentralize access to insights

You have quantified insights. How quickly is your team able to access these, learn, and execute?

Step 4: Unified Multi-modal feedback

Do your product builders have access to all the different channels of communication?

Step 5: Business impact of customer feedback

Link feedback to business impact (revenue, churn risk, etc)

Closing the Loop

Across all steps, it is important to “close the loop” after feedback has been actioned. Let your customers know when you’ve heard their feedback and taken it into action. How often do you reach back out to your customers after you’ve built something they’ve asked for?

How to correctly set up Voice of Customer program

When implemented, Voice of Customer is useful in many ways, which can be organized into three categories:

  1. Recurring Cadences
  2. Day to Day Operations
  3. Proactive Reporting

Voice of Customer Use Cases

Recurring Voice of Customer Use Cases

  • Weekly summary alerts configured and sent to Slack on evergreen topics
  • Monthly summary deep dive on key initiatives and major trends
  • Company-wide, top-down report
  • New team member onboarding
  • Annual/Quarterly planning and research

Day to Day Voice of Customer Use Cases

  • Deep-dive research on specific customer segments or product surface areas
  • Product requirement docs should be validated by customer stories
  • Cross-functional collaboration
  • Company-wide “Top 10” lists to monitor key initiatives and progress against them (ex. Application performance)

Proactive Reporting Voice of Customer Use Cases

  • Changes in trends of customer feedback identified early
  • Update standard operating procedures and help centers based on recent trends
  • Summaries pushed to Slack proactively
  • Shared dashboard for launch team to monitor trends and impact

Building your Voice of Customer Strategy

At Enterpret, we believe having a Voice of Customer strategy in place helps teams to never lose sight of who you're building for. Feedback is invaluable and listening actively and iterate swiftly on feedback helps teams to exceed customer expectations.

At Enterpret we support teams in building out their Voice of Customer programs by:

If you want to build a Voice of Customer program and want help,get in touch - we’d love to share how Enterpret can help.

Or check out or VoC Template Library to see how the best product teams are building their Voice of Customer Programs.

Get a demo with your data
Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention, when it came to monitoring reception of new releases: Enterpret picked up insights for new updates and became the eyes of whether new systems and functionality were working well or not.
Louise Sellars
Analyst, Customer Insights
Enterpret is one of the most powerful tools in our toolkit. It's very Member-friendly. We've been able to share how other teams can modify and self-serve in Enterpret. It's bridged a gap to getting access to Member feedback, and I see all our teams finding ways to use Enterpret to answer Member-related questions.
Dina Mohammad-Laity
VP of Data
The big win-win is our VoC program enabled us to leverage our engineering resources to ship significantly awesome and valuable features while minimizing bug fixes and" keep the lights on" work. Magnifying and focusing on the 20% that causes the impact is like finding the needle in a haystack, especially when you have issues coming from all over the place
Abishek Viswanathan
CPO, Apollo.io
Since launching our Voice of Customer program six months ago, our team has dropped our human inquiry rate by over 40%, improved customer satisfaction, and enabled our team to allocate resources to building features that increase LTV and revenue.
Abishek Viswanathan
CPO, Apollo.io
Enterpret's Gong Integration is a game changer on so many levels. The automated labeling of feedback saves dozens of hours per week. This is essential in creating a customer feedback database for analytics.
Michael Bartimer
Revenue Operations Lead
Enterpret has made it so much easier to understand our customer feedback. Every month I put together a Voice of Customer report on feedback trends. Before Enterpret it would take me two weeks - with Enterpret I can get it done in 3 days.
Maya Bakir
Product Operations, Notion
The Enterpret platform is like the hero team of data analysts you always wanted - the ability to consolidate customer feedback from diverse touch points and identify both ongoing and emerging trends to ensure we focus on and build the right things has been amazing. We love the tools and support to help us train the results to our unique business and users and the Enterpret team is outstanding in every way.
Larisa Sheckler
COO, Samsung Food
Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.
Lauren Cunningham
Head of Support and Ops
With Enterpret powering Voice of Customer we're democratizing feedback and making it accessible for everyone across product, customer success, marketing, and leadership to provide evidence and add credibility to their strategies and roadmaps.
Michael Nguyen
Head of Research Ops and Insights, Figma
Boll & Branch takes pride in being a data driven company and Enterpret is helping us unlock an entirely new source of data. Enterpret quantifies our qualitative data while still keeping customer voice just a click away, adding valuable context and helping us get a more complete view of our customers.
Matheson Kuo
Senior Product Analyst, Boll & Branch
Enterpret has transformed our ability to use feedback to prioritize customers and drive product innovation. By using Enterpret to centralize our data, it saves us time, eliminates manual tagging, and boosts accuracy. We now gain near real-time insights, measure product success, and easily merge feedback categories. Enterpret's generative AI technology has streamlined our processes, improved decision-making, and elevated customer satisfaction
Nathan Yoon
Business Operations, Apollo.io
Enterpret helps us have a holistic view from our social media coverage, to our support tickets, to every single interaction that we're plugging into it. Beyond just keywords, we can actually understand: what are the broader sentiments? What are our users saying?
Emma Auscher
Global VP of Customer Experience, Notion
The advantage of Enterpret is that we’re not relying entirely on human categorization. Enterpret is like a second brain that is looking out for themes and trends that I might not be thinking about.”
Misty Smith
Head of Product Operations, Notion
As a PM, I want to prioritize work that benefits as many of our customers as possible. It can be too easy to prioritize based on the loudest customer or the flavor of the moment. Because Enterpret is able to compress information across all of our qualitative feedback sources, I can make decisions that are more likely to result in positive outcomes for the customer and our business.
Duncan Stewart
Product Manager
We use Enterpret for our VoC & Root Cause Elimination Program - Solving the issues of aggregating disparate sources of feedback (often tens of thousands per month) and distilling it into specific reasons, with trends, so we can see if our product fixes are reducing reasons.
Nathan Yoon
Business Operations, Apollo.io