Summary
There are loads of bridges built between organizations and their customers, pathways that help them connect. For some reason, the bridge that’s always open but oft-forgotten is the bridge that support has built. Dovetail’s User Experience Researcher, Anna Nguyen, and Inbound Customer Specialist, Emily Brogan are here to tell you how support and research can join forces to holistically represent the voice of the customer. Join us to learn about: The powerful relationship between support and user research Dovetail’s definition of the voice of the customer The process of gathering high volume feedback to generate succinct insights The impact of the voice of the customer at Dovetail How different teams can use the voice of the customer
Key Insights
-
•
Bridging support and product feedback creates a more holistic voice of the customer.
-
•
Using the company’s own research platform (Dovetail) increased engagement and streamlined feedback storage.
-
•
Defining a company-specific voice of the customer is crucial for relevance and shared understanding.
-
•
Multiple feedback channels—Slack, emails, in-app buttons, NPS—must be unified for comprehensive insight.
-
•
Monthly and quarterly VoC stories help summarize themes and influence decision-making broadly.
-
•
Making VoC reports fun and visually engaging encourages team involvement and empathy.
-
•
Involving non-customer-facing roles like engineers improves product alignment with real user needs.
-
•
A flexible and evolving VoC process is necessary in fast-moving startup environments.
-
•
Cross-functional collaboration fosters ownership and drives actionable responses to customer feedback.
-
•
Starting conversations about VoC ownership helps kickstart and sustain the process within teams.
Notable Quotes
"I thought it was really important to start closing the gap by collating monthly themes and sharing them with the wider team."
"We realized that everyone kind of has a different definition of the voice of customer and that we needed to define our own to make it relevant for us."
"Our monthly voice of the customer reports we call Stories in Dovetail; we share them with the team every month."
"Making our voice of the customer stories really fun and engaging is important because sometimes feedback is frustrating, and this helps keep it relatable."
"The ultimate goal is that feedback leads to actual actions, whether quick wins or longer strategic roadmap changes."
"It’s not all sunshine and rainbows; being new and working in a fast-moving startup means our process needs to stay flexible and adaptable."
"We want this process to be collaborative and cross-functional, involving engineering, design, sales, marketing, and customer success."
"If you have a sense of ownership in the work, you naturally feel more engaged with the outcome and output."
"We believe the responsibility for the voice of the customer should be shared by everyone on the team."
"We don’t just want to make customers satisfied, but provide an amazing experience and get those around us excited about what we’re doing."
Or choose a question:
More Videos
"Most bad panels feel like a bunch of people showing up at the last minute without shared goals or preparation."
Louis Rosenfeld Jemma Ahmed Christian Crumlish Uday Gajendar Chris GeisonCoffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
"Having cameras on during meetings, even for those in the same room, really helps remote employees feel included."
Jilanna WilsonDistributed Design Operations Management
October 23, 2019
"What makes it different is that it doesn’t run sequentially; you give it a goal and it decides how to achieve it."
Matt WebbContext Window: Five Futures for AI
June 11, 2025
"Diverse teams build diverse products that work for more people."
Sam ProulxAccessibility: An Opportunity to Innovate
September 8, 2022
"You don’t need an MD or PhD to be effective in healthcare UX; humility, curiosity, and preparation are essential."
Theresa NeilDesigning for Wellness: Specializing in Healthcare
May 22, 2024
"By starting to categorize risk in detail, you naturally lead to better prompts and better evals."
Peter Van DijckHands-on AI #2: Understanding evals: LLM as a Judge
October 15, 2025
"It’s okay to be bossy because we need leaders who are opinionated and thoughtful and have a point of view."
Rachel Posman John Calhoun"Ask Me Anything" with Rachel Posman and John Calhoun, Authors of the Upcoming Rosenfeld Book, The Design Conductors
September 25, 2024
"Make a note when something about your design process doesn't feel right—discomfort is a guide to curiosity and improvement."
Tricia WangThe most popular design thinking strategy is BS
January 27, 2022
"Always design a thing by considering it in this next largest temporal context — a day in a month, a decade in a century."
Sarah Auslander Betsy Ramaccia Gordon RossInsights Panel
November 18, 2022
Latest Books All books
Dig deeper with the Rosenbot
What are the benefits of reallocating time saved by AI into in-person immersive research activities?
What impact does AI have on the speed and demand for user research according to Basil Faqiri?
How do enterprises balance qualitative and quantitative tools while integrating AI into UX research workflows?