116. Closing Both Loops with Voice of the Customer w/ Lauren Culbertson

Customer success’s job is to close the little loop — to solve the individual’s problem. But it’s the role of product marketing to close the big loop and adapt company strategy by listening to and acting on the voice of the customer. In this episode, I interview Lauren Culbertson, Cofounder & CEO at LoopVOC, about how companies can unify their teams around the voice of the customer.Lauren and I chat about:- The 2 loops and how to close them- Sources of customer feedback (the importance of natural language processing)- Where to position VOC in your org- Data sources and segmentation: NPS, online reviews, and Salesforce notesSubscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

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Creating and delivering better experiences for our customers is the single most important thing we can do today. Learn how Sales, Marketing, and Customer Success leaders create internal alignment, achieve desired outcomes, and exceed customer expectations in a personal and human way. The Customer Experience Podcast explores this challenge at various stages of growth as we all work together on the customer journey from acquisition to advocacy. Each episode features topics like: personal touch, human touch, customer journey, lifecycle marketing, sales process, customer service, customer success, raving fans, video email, video communication, B2B sales and marketing, personalization, automation.