Distilling Your Voice of Customer

Lesson

6

After several weeks of conducting customer research via surveys and interviews, it’s time to distill all the qualitative data you’ve collected, and to identify the trends. You’ll do this by distilling your research into a “Voice of Customer” document.

This document will serve as a source of customer insights you can refer back to over and over when planning new strategies, and will be a wellspring of sticky, swipe-able copy you can use across your website, landing pages, email campaigns, etc.

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  • Review your website visitor survey replies. Using the Parsing Survey Results Instructions, identify…
  • Visitors’ most common stage of awareness
  • What product attributes matter most to visitors
  • Review your customer survey replies. Identify…
  • Most common events / situations that caused a “struggle”
  • How customers found you
  • Top differentiators
  • “Aha!” moment that drove purchase
  • Top ways their lives are better now
  • Pull all data into your “Voice of Customer” doc
  • Organize + highlight the insights

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