What is the voice of the customer and why should marketing care?

Voice of the Customer (VoC) gets thrown around a lot.

Usually in slides, strategy docs, or all-hands meetings where someone says, “We need to be more customer-centric.”

But here’s the uncomfortable bit: Most companies wouldn’t recognise their customer’s actual voice if it slapped them in the face.

They’ll run a Net Promoter Score once a year. Or grab a quote from a case study and say, “Yep, that’s VoC.” But VoC isn’t a line in a deck. It’s everything your customers are saying when they don’t think you’re listening, during sales calls, onboarding sessions, support tickets, offhand LinkedIn comments.

It’s messy. It’s unfiltered. And it’s pure gold.

So why does it matter for marketing?

Because the words your customers use, not the ones you wish they used, are the ones that resonate. They shape what messaging cuts through, what objections your content needs to address, and what differentiators actually matter.

Here’s where it usually breaks down:

• Sales hears the truth daily but doesn’t pass it on.

• Marketing works off assumptions or generic personas, with the odd nugget picked up in a passing conversation.

• Campaigns get built on educated guesswork instead of buyer reality.

At Bridj, we’re solving that disconnect.

We help teams capture the voice of the customer at scale, from real conversations, and turn it into actionable insights:

• What pain points keep coming up in deals?

• What benefits are buyers actually excited about?

• What language is winning trust (and what’s falling flat)?

  
  

When marketers tune into the customer’s voice, everything sharpens - Messaging. Campaigns. Brand positioning. Conversion.

If you want a smarter way to align what you're saying with what buyers are feeling, then please gives us a shout.