5 Tips for Conducting Voice of Client Meetings

Have you taken the time to get to know your Voice of Client or VoC? Voice of Client basically means their unique needs, issues, challenges, requirements, and how they will engage with your product or service. Every client is different, so VoC exercises give startups (or marketers and creatives!) an opportunity to really get to know their clients, make sure they feel heard, and hone future marketing initiatives and strategies. Here are five VoC tips from the experts at Arch Collective.

1. Respect and Appreciate Your Clients’ Time

Like any meeting with a client or prospect, it’s important to demonstrate that you value their time and input. Ask for 45-60 minutes, but if your client says they can only spare you 30 minutes, take it!  You might find that as you get clients talking, they will proactively find a few extra minutes for you.  Most people like talking more than listening. If you find the conversation is going well, encourage your clients to continue. If time is running out, simply ask if they have a few more minutes right.  They might say yes, and if not, they may be able to schedule a follow-up in the near future.

2. Ask Permission to Record

Sitting and feverishly scribbling notes means you are not listening with intent — more on that below. However, you cannot expect yourself to remember every word your client says. Ask permission to record your Voice of Client meetings. That way, you get the chance to go over every word and comment, making sure you miss nothing as you use their input to hone your products and services or swivel your marketing efforts.

3. Thoughtfully Prepare Questions Beforehand

This should go without saying, but it may surprise you how many people go to meetings with clients completely unprepared. Sometimes this may be because they feel they know the client and can have an organic conversation. Sometimes it’s an overconfidence in the ability to “wing it.” Other times, it could be simple disorganization — we all fall prey to it from time to time! Take some time to write out the questions you want answers to, and avoid simply copying and pasting questions from one client to the other — some will be the same, sure, but tailor your meetings to each client for the best results.

4. Take Note of Specific Words and Phrases

While we’re against scribbling in a notepad for the entire meeting, making a note of specific words and phrases that stand out during your VoC meetings can be very beneficial. These could be comments on a particular aspect of your tech offering or regarding the service they’ve received from your team. Don’t shy away from noting criticism as well as praise — dealing with objections is how you improve your services and your brand reputation. If you don’t have the opportunity to make notes during the meeting, listen back to the recording and pick out the phrases that matter the most.

5. Listen With Intent

This is so important. Your clients want to know that this meeting has a purpose and that you are using the information they’re giving you to provide them with a better experience. This means really listening to them. Your clients are providing you with their attention and intentions, and that is absolute solid gold. Don’t get your cell phone out. Don’t break off because your colleague wanders past the room and you just remembered something you need to tell her. Absolutely don’t be dismissive or rush your clients in any way. Be patient, provide the time and space they need to be open and honest, and, of course, be prepared to answer any questions they might have as well.

Final Word

A study by Bain and Company found that 80% of CEOs think their company provides a superior service, but only 8% of clients actually agree! Understanding VoC brings benefits to both parties and helps close this gap. You get the chance to gain unique input into your products or services, and your clients get to liaise with you on a very one-to-one basis that they may not experience with other service providers. Talk to Arch Collective about other ways to improve your client relationships, including building a powerful brand messaging framework or onboarding a fractional CMO. Book a 15-minute introductory call, and let us match you with the right marketing proposition for your company today.

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