Listening to customers – sounds simple.
In practice, however, 80% of companies get it wrong: Either they listen only selectively, or they get bogged down in feedback that never translates into decisions.
A Voice of Customer (VOC) process integrated into portfolio management is not a “nice to have” – it’s the difference between growth and total market failure.
A Voice of Customer (VOC) process in portfolio management is a continuous process that systematically collects, analyzes, and directly integrates customer feedback from various sources into strategic product and investment decisions. This ensures that companies’ portfolios remain market-oriented, profitable, and future-proof.
Why VOC Often Fails in Practice
Mistake #1: The approach is too academic.
Startups resort to overkill surveys, while the most crucial insights are already available in their support Slack channels.
Corporations launch large-scale projects with consultant slides, but without a plan for how the feedback will change product priorities tomorrow.
Mistake #2: No Link to Decision-Making.
If VOC doesn’t flow directly into the portfolio board, it’s just decoration.
In practice: I saw a corporation collect 3,000 customer interviews – Result: The slides sat in the intranet for 18 months. Not a single product was adjusted.
The Three Levels of an Effective VOC Process – With Practical Examples
- Data Collection – Go Where Real Feedback Originates
Startup Example:
An e-commerce SaaS provider evaluated support tickets and sales calls weekly in a “VOC standup”. Result: Within 6 weeks, a payment option was integrated that reduced new customer churn by 12%.
Corporate Example:
An industrial plant manufacturer realized that trade fairs and service calls are the best sources for real feedback. This was systematically logged and linked with product management tools.
Practical Tip:
Don’t just rely on surveys.
Map all feedback sources (Support, Sales, Social Listening, Usage Data) – and actively evaluate at least one source weekly.
- Data Processing – From Noise to Signal
Startup Example:
In a PropTech startup, user interviews were transcribed and automatically clustered by keyword analysis (e.g., “Price”, “UI”, “Feature X”). This allowed the team to see within 2 hours where 70% of the pain points were – without endless discussion.
Corporate Example:
An automotive supplier introduced a traffic light system: Feedback marked red had to be discussed in the next portfolio meeting. Yellow was observed, Green was only documented.
Practical Tip:
Prioritize by Business Impact – Not by the Volume of Individual Customers.
Pattern recognition is faster with tools (e.g., Notion AI, Dovetail, Qualtrics Text IQ).
- Integration into Portfolio Management – The Hard Reality
Startup Example:
A HealthTech startup firmly placed VOC on the agenda of its weekly Product Strategy Meeting. Feedback without direct action was not accepted there.
Corporate Example:
An energy corporation linked VOC data with revenue and margin data per product line. Only then did it become clear which customer demands were truly profitable to implement – and which were not.
Practical Tip:
VOC must be a mandatory item in portfolio decisions.
Decisions must document which feedback influenced them.
Clear Stance: VOC is Not a Project, but a Company Habit
Anyone who sets up VOC as a one-time campaign wastes time.
It must run like an operating system – with fixed routines, measurable effects, and clear responsibilities.
And: VOC without courage is worthless. Those who hear the feedback but fail to act harm themselves more than those who don’t listen at all.
If you want to implement this topic pragmatically in your company, let’s talk.
Actionable Recommendations – Implementable Now
Immediately activate 1–2 feedback sources: Startups, for example, support tickets and sales calls; corporations, for example, service reports and trade fair discussions.
Establish weekly evaluation: 30 minutes are enough if priorities are clear.
Link feedback with KPIs: e.g., CLV, Churn, Revenue per Feature.
Make the decision path visible: Show which feedback triggered which decision.
Radical Focus: Better to solve three major pain points per quarter than 30 minor issues in parallel.
FAQ
What is a VOC process in portfolio management?
A structured process that systematically collects, analyzes, and directly integrates customer feedback into portfolio decisions – continuously, not as a one-off.
How often should VOC be evaluated?
Startups: weekly or bi-weekly.
Corporations: at least monthly – with clear decision templates.
Which tools help?
Startups: Airtable, Notion AI, Dovetail
Corporations: Qualtrics, Medallia, integrated CRM analytics
