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AI-powered, intent-aware surveys that plug into your existing data and generate personalized micro-surveys for each customer—so you capture deeper insight with fewer questions and less friction.

Imagine launching a new product only to find out that it misses the mark with your customers. You thought you had everything covered, but the feedback trickled in too late, and the damage was done. This is where a strong Voice of Customer (VoC) program can make all the difference. It’s not just about collecting feedback; it’s about truly understanding your customers and acting on their insights to drive meaningful change.

A Voice of the Customer program is a structured approach to capturing, analyzing, and acting on customer feedback. It’s more than just surveys or reviews; it’s about gathering a wide range of customer inputs—spoken, written, and behavioral—to understand their experiences, expectations, and needs.

This comprehensive guide breaks down the most effective voice of the customer questions for three critical audience segments—active customers, leads, and lost customers—across CPG products, SaaS B2C, and SaaS B2B industries.

Discover why most companies misunderstand their customers—and how ProofStory uses AI + unified VOC insight to reveal what truly drives behavior.