How to Use Voice of the Customer: 6 Examples from Successful Businesses

Voice of the customer examples are necessary for companies that are struggling to implement it in their marketing assets. 

This challenge is common. It can be tough for businesses to adopt the right tone and infuse it into marketing assets authentically to effectively reach their customers. 

It's so important, though — If you aren't speaking to your customers in a way that they'll understand, how will your message resonate?

Businesses need to review how other companies skillfully master the voice of the customer (Voc) flawlessly before beginning to formulate and implement their own. 

By seeing how their tone works with customers, businesses can extract insights and use them to guide their own voice across all channels and departments.

In this article, we'll highlight six "voice of the customer" examples that feature businesses like yours who have captured their customer's tone and perspective, and showcase it well.

Before we begin, though, let's take a look at how to use the voice of the customer in your messaging effectively.

How to Effectively Use Voice of the Customer

When it comes to the voice of the customer strategy, it's all or nothing.

Businesses need to integrate the voice of the customer into every aspect of their company. The voice needs to be consistent across all channels, assets and departments to ensure it is presented in an authentic, comprehensive way.

86% of customers rank authenticity as a determining factor in their purchasing decisions.

Most people think the voice of the customer is something that only your marketing or social media teams need to worry about. This is a common misconception that will hurt the development of your brand's voice.

Instead, the voice of the customer is something that everyone at your company needs to buy into. As employees talk about and promote your products, they need to represent your company and keep the voice of the customer in mind.

This can pay off in dividends. Companies with a consistent brand across all aspects of their business realized a 33% increase in revenue.

Integrating the Voice of the Customer 

One major failing that happens is that companies will spend weeks and months formulating their voice of the customer, only to have it be haphazardly implemented.

It isn't enough to just craft the perfect voice of the customer. You need to deploy it in all aspects of your business. This should include:

  • Marketing/Sales
  • Product Development
  • Customer Experience

For marketing purposes, the company's voice of the customer should come alive on all marketing materials. These include billboards, commercials, social media content, reports, podcasts and more.

Within the product development teams, voice of the customer should be used when mapping out the product roadmap, naming features and evaluating product performance.

Customer relation teams should answer external customer questions using a similar voice. This will help diffuse situations with irate customers and relay information to existing customers in a way that they will understand.

Knowledge, timeliness and the voice of the customer all contribute to an optimal customer experience.

Optimal customer Experience chart

In addition, customer service teams can help capture VOC data and gauge customer satisfaction by gathering structured feedback about the overall experience. 

They can dive into pain points, customer perception, text analytics and other forms of direct feedback sourced from survey responses. 

This information can evolve the company's VoC effort and align the voice of the customer with customer data.

By implementing your voice of the customer throughout all business units, it will be presented in a more natural, meaningful way.

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6 Voice of the Customer Examples

Successful companies that have already mastered their voice of the customer are using it in video content such as demos, testimonials and brand story promos. 

In these examples, we'll highlight what has worked for them and how you can incorporate those same strategies into the development of your own voice.

Voice of the Customer Example #1: Upserve

Upserve (formerly called Swipely) assembled a video testimonial compilation of their current customers to share the value they got out of the product.

Miles Gray of Smith Public Trust said the product "helps us do what we do best, which is running a restaurant."

Upserve leads with a version of that statement on their website as their broad positioning statement and website headline. 

It markets their product as "everything you need to grow your restaurant.""

(Image Source)

Conveying your customer's ultimate end goal as a part of your value proposition will help align your messaging with customer needs and wants.

One way to discover this information is to hear it directly from your customers. It's even better if they agree to share their positive experiences with your product in a video testimonial.

With proper VoC data, a marketer can extract external customer feedback from unstructured data. This makes it easier to source a customer insight and evaluate the customer voice.

Collecting customer feedback is a part of any voice of the customer program. Asking your customers to share their feedback in the form of a testimonial brings the message to life.

Customer-rich insights from feedback and testimonials can be integrated into your website, email outreach, social media and content creation.

Key Takeaway: Understand your target customers' end goal and align it with your business' mission. This will be the north star for developing your voice of the customer.  

Voice of the Customer Example #2: ZeroNorth

As mentioned above, your voice of the customer shouldn't just be shared verbally. It's something that you live actively.

ZeroNorth's mission and culture video doesn't waste an opportunity to discuss one of the software's biggest selling points for clients: safety.

The company's founders both highlighted safety as they introduced ZeroNorth and the value that it provided to customers. 

John Worral, CEO of ZeroNorth, mentioned that the company's vision is to help businesses build "trusted software."" The concept of trust is reinforced by three other employees throughout the duration of the video.

Since ZeroNorth's customers will be interested in their solution as a safe, respected software to enhance their security, it makes sense that the company culture is so focused on trust. 

Their customers want a partner they can trust, and ZeroNorth reinforces that ideal as a part of their culture. This is one example of how you can bring the voice of the customer to life.

Customer expectations need to be taken into account when you conduct your VoC research. 

A customer survey or customer interview might be necessary to find out more about what your customers are seeking.

Businesses should focus their value statement around how their product fulfills a customer's high-level need. Then they can reinforce these ideals in their messaging. 

Since there is so much clutter, businesses need to focus on core ideals and tenants of their product that satisfy their customers' major concerns.

Key takeaway: Try to figure out one or two words that articulate what your customers are looking to get out of your product and add them to your messaging. 

Voice of the Customer Example #3: Content Allies

Content Allies invited one of their customers to film a video testimonial for them. 

Not only is this testimonial prominently featured on their homepage, but the way the customer describes the challenges she faced prior to discovering the company made it into their homepage messaging as well.

Loretta Soffe, a Content Allies customer, said she would "still be struggling to get her content out of production." She has been wanting to share her expertise through content "for years."

Content Allies focuses on the time-saving benefit of their service. On their homepage, they position content as "the one thing you never have time for" and highlight it as something that "always drops to the bottom of your to-do list."

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It's important for companies to understand the problem they are solving for customers. 

This can make your voice of the customer more empathetic and relatable. It helps customers connect to the business if they understand where they are coming from.

Key Takeaway: Bring your target customers' pain points to life through your messaging. Empathize with them and show how your product can deliver the solution.

Voice of the Customer Example #4: Bitdam

Voice of the customer should be relayed through product videos too.

Bitdam's product video provides interested customers with an overview and brief demo of their product. 

Their focus, though, is on how Bitdam can easily integrate with a countless number of software that their customers are already using. This is a reinforced, recurring theme in the video and their company messaging.

The video highlights that Bitdam is available in the Azure marketplace for Microsoft Teams users. In addition, the video highlights all the integrations the customers can add in "just a few clicks."

This helps the customer understand how your product can fit into their existing tech stack, making it easier for them to implement it in their systems.

Key Takeaway: Explain how your product will fit into your customers' world. Once they begin to visualize how it will work with their tech stack, they will be one step closer to purchasing.

Voice of the Customer Example #5: Explainify

Customers won't purchase if they're left in the dark. 

You need to make it apparent that you're forming a partnership and will be there to help their business.

Explainify realized this and brought it to life through a video testimonial and messaging on their website. In the video testimonial, their client Dana Opperman highlights the specific advantages of using Explainify. 

She mentions that trust and partnership was a deciding factor on why her company selected Explainify. 

She thought she could trust Explainify to tell her company's story, so she signed on as a client. 

Explainify's subhead reinforces the idea of trust by touting that their customers "always get the VIP program."" 

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In addition, Explainify showcases an extensive portfolio of B2B and B2C clients that Dana was intrigued by. They also offer an entire FAQ page on their website to outline the process and what to expect.

Explainify simplified their messaging, knowing that their customers were seeking a simple way to articulate their own business into an easy-to-digest video.

Key Takeaway: Don't just tout past work. Show customers your process, so they feel comfortable working together with you.

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Voice of the Customer Example #6: Darwin Apps

Dream big and let your vision come alive. When you implement your voice of the customer, make sure to capture their excitement and plans for the future in your messaging.

Billy Fink, Senior Product Marketing Manager at VTS, loved working with Darwin Apps due to their ability to pass them anything to build and have it come into fruition. 

He called them a "true long-term partner that is an extension of our team."

Darwin Apps' web copy is aligned with how they view their partnership with customers. 

Balancing the responsibilities between ideation and execution, Darwin Apps' website header says, "You concept the incredible. We build the impossible."

(Image Source)

Darwin Apps is challenging customers to envision their teams working at their very best. This aspirational approach to their messaging reinforces the value Darwin Apps provides. 

Simply put: they can make their clients dreams come true.

Key Takeaway: Elevate your customers' questions by pushing them towards where they've always dreamt of going. Blend practicality and visionary messaging together to satisfy immediate client needs, while forming a relationship with them for the long-term.


Your voice of the customer needs to be interwoven through all aspects of your company. If it's done right, your messaging will be effective for engaging new customers.

There are many strategies you can deploy as you implement your voice of the customer into your marketing, product and customer experience.

Focus on your customers' end goal and distill down the ideals or values your customers are seeking.

 Bring your customers' pain points to life and showcase your product as a solution. Depict how your product will fit into their world. 

Be transparent, practical, yet aspirational to fulfill customer wants and inspire customer desires. Outline your process to gain trust.

By doing all of these tactics, your message will resonate with your prospects and turn them into customers at an accelerated rate.

Bring your voice of the customer to life through high-quality company videos by reaching out to Testimonial Hero today.

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