Customer Voice is where you capture and analyze customer feedback, interviews, and insights to understand user needs and pain points. Create detailed Personas based on real user data to represent your customer segments.
What is Customer Voice?
Customer Voice encompasses all the ways you capture, organize, and analyze feedback from your users and customers. This includes managing a list of real people to interview, documenting insights from those conversations, and creating Personas that represent different customer segments based on your research.
The Customer Voice feature helps you maintain a systematic approach to understanding your users through two main components:
People: Real individuals you can interview and gather feedback from
Personas: Fictional characters that represent groups of users with similar characteristics, needs, and behaviors
How to Access Customer Voice
Navigate to Customer Voice from the main sidebar by clicking Customer Voice, or visit Customer Voice directly.
Customer Voice Section
Customer Voice Data Structure
People
Each Person record contains:
Basic Information: Name and classification
Personas: Personas this person helps represent
Linked Insights: Research findings and quotes attributed to this person
Personas
Each Persona contains:
Image: A representative image for the persona
Basic Profile: Name, role, and a soundbite
Insights and Hypotheses: Insights and hypotheses linked to this persona
Use Spells to accelerate persona creation, but always validate with real user research.
Customer Voice Success
The most effective Customer Voice management combines systematic data collection with AI-powered analysis. Use spells to accelerate insight generation, then validate findings through direct customer conversations.
Integration with Other Platform Features
Research Foundation
Market Research: Validate market findings with real customer feedback
Assumptions: Test beliefs about specific customer segments
Data & Insights: Support quantitative data with qualitative customer context
Validation Activities
Interviews & Trials: Conduct structured conversations with people in your database
Problem Discovery: Use personas to guide interview questions and identify user needs
Development Planning
Tasks & Stories: Write user stories from specific persona perspectives to ensure features solve real user problems
Workflow Examples
New Product Research
Identify Target Users: Create People records for potential customers
Conduct Discovery Interviews: Use Interviews to understand problems and needs
Generate Personas: Use spells to create personas from interview insights
Document Assumptions: Create Assumptions about each persona's needs and behaviors
Validate with Data: Test assumptions using Data & Insights from additional research
Feature Development
Select Target Persona: Choose which persona the feature serves
Review Jobs-to-be-Done: Understand what the persona is trying to accomplish
Create Assumptions: Document beliefs about how the feature will help
Design Validation: Plan Interviews to test feature concepts
Write Tasks & Stories: Create development work from the persona's perspective
Customer Voice Section
Persona Editor