Most companies talk to their customers.

What’s less common is having a clear, shared understanding of what those customers are actually experiencing or hoping for.

As businesses grow, feedback starts coming in from everywhere. Sales conversations. Support issues. Renewal calls. Offhand comments someone remembers from a meeting months ago. Over time, those inputs become scattered, and leadership teams unintentionally fill in the gaps with assumptions or internal stories instead of real customer insight.

That’s where Voice of the Customer work becomes so powerful.

It brings clarity to the noise. It connects the dots across conversations and surfaces patterns you can trust, not just one-off opinions. When done well, it helps leaders see their business through their customers’ eyes and make decisions with more confidence and fewer surprises.