Proactive is a key word for me for the future of experiences and customer strategy. Anticipating the needs of your customers is going to be the next level of exceeding their expectations. However, to be proactive, you need to add a new voice into the mix with the “Voice of the Customer (VoC).” It’s the “Voice of the Product (VoP),” and it can tell you a lot about what your customers want.

The VOP adds another data stream from a crucial part of a customer’s experience—using the product. With this data, organizations can anticipate and provide a proactive experience. 

In a recent podcast, we hosted Tobias Goebel (@tpgoebel) Product Marketing Principal at Twilio IoT. Goebel recently wrote a great article, “It’s Time for the VoC to Get a Little Brother: The Voice of the Product,” that introduced me to the idea of the ‘Voice of the Product’. Goebel comes to us with nearly 20 years’ experience with enterprise software and a career of product management, sales engineering, and product marketing.  Goebel describes himself as a technology solution evangelist with a passion for leveraging the potential for connecting the physical product world with the internet.

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