116. Closing Both Loops with Voice of the Customer w/ Lauren Culbertson

<p><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">Customer success’s job is to close the little loop — to solve the individual’s problem. But it’s the role of product marketing to close the big loop and adapt company strategy by listening to and acting on the voice of the customer. </span><br></p> <p><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">In this episode, I interview </span><a href="https://www.linkedin.com/in/laurendculbertson/" target="_self"><span style="color: rgb(17,85,204);background-color: transparent;font-size: 12pt;font-family: Arial;"><ins>Lauren Culbertson</ins></span></a><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">, Cofounder &amp; CEO at </span><a href="https://www.loopvoc.com/" target="_self"><span style="color: rgb(17,85,204);background-color: transparent;font-size: 12pt;font-family: Arial;"><ins>LoopVOC</ins></span></a><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">, about how companies can unify their teams around the voice of the customer.</span><br></p> <p><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">Lauren and I chat about:</span></p> <p></p> <p><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">- The 2 loops and how to close them</span></p> <p></p> <p><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">- Sources of customer feedback (the importance of natural language processing)</span></p> <p></p> <p><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">- Where to position VOC in your org</span></p> <p></p> <p><span style="color: rgb(0,0,0);background-color: transparent;font-size: 12pt;font-family: Arial;">- Data sources and segmentation: NPS, online reviews, and Salesforce notes</span></p> <p>