Customer Voice Program

Capture and deliver authentic customer insights,
to win, grow and retain customers.


When we design key sales conversations and messages for clients we always ask:

“In who’s voice should this message or story be delivered?”

Often clients conclude it’s not the voice of the sales rep or even the company that is most authentic or compelling.

People prefer the voice of the expert, especially a customer. Prospective buyers like hearing directly from customers who were previously in their situation and navigated a similar decision process.

It’s likely your organization may have one or more of the following initiatives:

  • Customer Stories and Case Studies (for content)
  • Customer Reference Program (for prospect reference support and site visits)
  • Customer Success Group (for retention and renewal)
  • Voice of the Customer Program (for customer insights)
  • Customer Advocacy Program (for product reviews and social amplification)


How is Customer Voice Different?

Customer Voice is the business practice of capturing customer insights, experiences and perspectives, in authentic and unscripted audio/video snippets, to be injected into content for every function throughout an organization.

Customer Voice vignettes are very short (30 second to two minute) audio/video assets. They are recorded and delivered for the express purpose of delivering highly targeted and useful ideas.

The traditional and still prevalent approach to customer videos are highly scripted, over-produced and expensive.They require too much time, effort and interruption to everyone’s schedule.

CEB (now part of Gartner) research on customer testimonial and case study videos concluded 90% of these videos provide little value to prospects or sellers. Principally because they don’t address the specific questions, fears and doubts of buyers.


Why Customer Voice?

Your audiences want to hear about experiences and insights other customers have had. They want answers to their specific questions. They prefer short, direct, focused explanations. They want authentic not scripted or filtered delivery.

Your customers want to share the insights they gained as the result of a decision and implementation process.

We know companies want to interview their customers more frequently. Regular, timely interviews are an important practice. Insights and stories are fresh and energized. Of course it provides feedback on customer experiences. Professional third-party interviewers minimize bias and typically get better results in the short time typically available for interviews.


Why hundreds of assets?

Relevance and usefulness is a function of context and purpose — for both content users and audiences:

  • Users — marketing, sales, training, channel, customer service,
  • Audiences — internal, customers, prospects, industry influencers, investors
  • Context — specific topic, industry vertical, persona, stage
  • Purpose — establish credibility, answer questions, provide proof, share insight

Relevance that is surgically precise based on the above variables inevitably leads to the requirement to scale. The ability to meet this requirement is a competitive advantage.

For example, if you go-to-customer into six industry verticals, your answers to questions, proof points and customer stories will perform better when delivered by a customer from the appropriate industry.


Avitage Customer Voice Program

We believe customer voice vignettes should be cornerstone assets in any B2B marketing, sales and channel content strategy.

Our remote video capture method dramatically lowers the time, effort and cost of audio and video acquisition. This means Customer Voice vignettes can be acquired at scale, literally in the hundreds.

Our specialized database application pre-packages and manages video vignettes as very short modular assets. They are available as singular assets, or highly configurable based on a library of purpose-built templates.

This means Customer Voice explanations can be injected into any marketing and sales content and conversations. Optimized reuse increases the return on incredibly low acquisition and processing costs.

Customer Voice assets meet our criteria for high-performing, situation-ready information and content:

  • Captured based on a pre-defined content strategy that identifies and prioritizes key use cases, purposes, and message points — we help you define and clarify your key situations and requirements
  • Useful because they are highly targeted to address specific issues, questions, fears and doubts of audiences and prospects
  • Relevant because versions can be captured for primary: situations, industries, personas, purposes, issues and topics, decision criteria, value models
  • Microcontent that is configurable and re-usable — shared by marketing, sales, the sales channel and ALL customer engaging stakeholders
  • Audio and video based assets engage and compel action through authentic delivery by trusted sources
  • Scalable and affordable, which optimizes use, business impact and return on overall content investments.

This application is appropriate for small and medium size business, departments in large corporations, channel organizations, as well as for enterprise-wide deployment.

The Avitage Customer Voice Program will help you realize the full potential of this important communication tactic.


Examples of Customer Voice Use Cases

There are potentially hundreds of use cases that benefit from this approach. Here are primary examples. But the best way to determine how this can help your business is a discussion of your top business objectives, initiatives, constraints or risk points. Here are a few example use cases:

Recorded References — avoid reference burnout with targeted customer voice vignettes

Case Studies 2.0 — — Help buyers understand how customers like them addressed specific decisions at each buying stage

Focused Differentiation — use customer stories to focus buyers on specific attributes and express your differentiated value

Acquire Customer Insights — acquire share customer learnings, gain deeper understanding about buyers and audiences

Sales Prospecting and Referral Support — have customers validate the value each reps provides to improve sales credibility with new prospects

Objection Crusher — have customers talk about important questions or issues that regularly stagger reps or channel partners, and are more credible in the voice of the customer

Urgency Creator — remove buyer fear, uncertainty and doubt, increase organic urgency through customer explanations of the costs of not taking action

Competitor Knockout — have customers re-frame or counter competitor claims

Minute Booth — your events — user, partner or industry conferences — are an excellent opportunity to capture customer and other expert insights, cost effectively at scale.


Next Step

A conversation is the best way to understand how this program works to determine the fit of this capability for your business situation. Set a convenient time here.


Related Content

See example for an Account Specific Board. ABM and target account manager can assemble answers to account-specific questions, from a library of customer voice vignettes. They can also quickly capture new interviews.

Our Approach to Customer Voice

Have an upcoming user conference or event? Consider a Minute Booth to acquire customer and subject expert insights — affordably at scale!

It’s time to reinvent the classic customer case study


Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
Contact:           Phone: 508-397-7059           Copyright © 2021 Avitage Consulting LLC. All rights reserved.