Voice of the Customer / Expert Program

Capture and deliver authentic customer stories,
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.

The key to realizing the biggest impact from voice of the customer is to get the “what” and the “how” right.

People want to hear experiences and insights that help them address specific questions they have. They prefer short, one to two minute focused explanations. They want authentic not scripted or filtered delivery.

The traditional and still prevalent approach features customers talking to an off-camera person, acclaiming the vendor and their products or services.

These videos are over-produced and expensive. They require too much time, effort and interruption to everyone’s schedule. As a result, voice of the customer vignettes are an under-used resource.

CEB (now part of Gartner) conducted research on customer testimonial and case study videos. They conclude 90% of these videos provide little value to prospects or sellers. Principally because they don’t address the needs of buyers or sellers.


Avitage Voice of the Customer Program

What if there was a fresh, low-friction approach to acquiring customer stories? One that didn’t involve travel, complex production and high costs?

What if you could inject appropriate, targeted, customer voice into ALL sales, marketing and channel initiatives, as well as one-on-one conversations?

Customer voice vignettes are cornerstone assets in any B2B (sales) content strategy. We’ve learned some important factors optimize the business impact of customer voice videos.

Acquire — timely, convenient acquisition, at scale, makes a huge difference in the quality and breath of customer experience inventories
Adopt — Users must adopt this customer engagement method
Apply — Users must use the content effectively
Content — Contextually relevant, specific content, must be created the right way

Coverage — Content must fully support key use case scenarios — no important gaps, critical mass matters
Continuous — Content and inventories must be continuously refreshed and expanded
Friction-less Production — Software must enable simple, easy, and spontaneous acquisition of customer stories — the instant customers are read
Universal Delivery — injecting stories into content for all key use cases, and delivering through all channels is essential
Program Management — sales, marketing, customer service, and channel partners are constituents to be served. They also provide front-line identification of key points and opportunities for new customer voice vignettes.

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

Initial program implementation includes tailoring for your specific objectives, message points, branding and other setup factors. After that, your team can execute this program, and as needed we can assist.


Examples of Primary 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.

Sales Use Cases

Internal Use

Sales Win-Wire — capture the voice of the sales rep explaining how a deal was won with points others can leverage

Voice of the Expert — acquire fast answers from internal subject experts for learning as well as immediate response to buyer questions, inventory for re-use

Improve Sales Storytelling — capture and share inventories of customer stories by industry, role, business problem, and key selling points for onboarding and continuous learning

External Use

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 reframe or counter competitor claims

Cross and Upsell Support — use customer stories from one department to gain access and uptake from other groups within major accounts

Help Buyer Internal Conversations — use customer stories to build consensus around the need to solve a business problem, with a particular approach, that requires specific capabilities — that favor your solution

Marketing Use Cases

Buyers Journey Support — Help buyers understand how customers like them addressed specific decisions at each buying stage

Improve Conversions — add authentic customer stories to lead nurturing programs to validate claims and earn trust

Influence Buying Criteria — have customers talk about how they identified vendors and determined important decision criteria

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

Other Use Cases

Accelerate Adoption — have customers share benefits they’ve experienced with new buyers

Capture Value Delivered — capture customer appreciation for later use to streamline renewals

Customer Feedback — regularly capture feedback from customers as input to customer service, product roadmap, and ideas for improvement


Slapfive Voice of the Customer Software Platform

We use the Slapfive customer voice software platform to support this program. It takes the friction out of acquiring, managing and deploying customer experiences and insights.

The process is simple:

Through email or text, you send a customer a link to the self-service recording web app. The app prompts customers with a specific question to answer. Guideline points may be included.

Customers record audio or video (their discretion) directly from their cell-phone.

The file automatically uploads to the back-end database.

An individual customer “story” is assembled using the video, or audio paired with the customer’s picture.

Topic or situation-relevant “story boards” are easily configured for situational relevance.

Individual or groups of story boards may be sent as linked content or embedded in web pages, presentations, and documents.


A conversation is the best way to determine the fit of this capability for your business situation. Please schedule an initial conversation here.