voice-of-customerlisted

# Voice of Customer (ECHO Framework) Design a Voice-of-Customer program that turns raw feedback into routed, prioritized, evidence-backed actions - not a quarterly NPS report nobody reads. ECHO replaces ad-hoc surveys with a multi-source signal pipeline that PMs, CS, and marketing all rely on. ## Core Principle **VoC fails when it conflates *collection* with *insight*.** A survey isn't a program. ECHO standardizes how signal is elicited, themed, prioritized, and *closed* - with the loop back to the customer being the most often skipped step. ## The ECHO Framework | Letter | Stage | The Question | |--------|-------|--------------| | **E** | Elicit | What sources are tapped, with what cadence, and how is bias controlled? | | **C** | Categorize | How is feedback themed, tagged, and made queryable? | | **H** | Highlight | What prioritization frame separates signal from noise? | | **O** | Operationalize | Who owns the action, what's the SLA, and how is the loop closed with the customer? | ## Elicitation Sources A robust program reads from **multiple channels** and triangulates: | Source | Quality | Volume | Bias Risk | |--------|---------|--------|-----------| | **Surveys (NPS, CSAT, CES)** | Quantitative + open-ended | High | Survey fatigue, selection bias | | **Win / loss interviews** | Deep qualitative | Low | Selection bias toward closed deals | | **Customer advisory board** | Strategic qualitative | Very low | Top-customer bias | | **Support tickets** | Reactive, prob