How CertifID Uses 'Voice of the Customer' Feedback for Growth

Have you ever tried to build furniture without reading the directions — only to later discover you have extra screws, broken brackets, and a few uneven legs? It’s the same with building a company or product. Customers are your instructions, providing inputs to ensure you’re putting pieces together correctly for the right reasons. Otherwise, your products and services are all based on gut instincts — and that’s not a reliable framework.

At CertifID, we’re lucky because we get to speak with our customers daily. However, it's not enough to just have these conversations; we must ensure everyone in our team benefits from the feedback. Creating a world without wire fraud requires many people working across multiple departments. We have to balance larger industry trends with the reality of what our customers need to make their lives easier and more secure. This is where our monthly Voice of the Customer program comes in.

What is a Voice of the Customer (VoC) program?

A Voice of the Customer program — often abbreviated VoC — is a way to gather and distribute direct feedback across your organization. This helps the whole team stay connected to the needs of customers and their clients. The insights gathered from the conversations impact executives, sales teams, product managers, and everyone in between.

What makes a VoC program successful?

VoC programs vary widely depending on the needs of each business and industry. At CertifID, our report is broken into two main sections: quantitative and qualitative.

• Quantitative sections report objective data, or “just the numbers.” This includes overall business metrics, customer satisfaction scores, and the most popular Help Center articles. These numbers are compared over time and visualized using charts and graphs.
• Qualitative sections report subjective data. Think of this as the context around the numbers. This relies on surveys sent to customers and end users through channels like support tickets and NPS surveys. We also use this section to capture product suggestions made to customer-facing teams.

Putting our VoC into practice

While many different sources of feedback and methodologies exist for creating a valuable VoC program, we have developed a set of best practices that have helped us build an impactful report.

1. Look for trends. There will always be outliers and the occasional vocal minority demanding a major feature change or update. These are always read and considered but may conflict with how most customers use the product. We look at trends and track them over time to better assess how many customers share this same sentiment. Customer segments can also sort feedback to gauge priority and business impact.
2. Don’t ask for feedback unless you’re going to use it. It takes time and effort to share your thoughts with a company. These insights are valuable, and customers will stop sharing them if they feel their suggestions wind up buried in a spreadsheet, never to be seen again. We commit to valuing every piece of feedback, which is crucial for maintaining an open, trust-based dialogue with our users.‍
3. Get creative! While the core data in our report is consistent, we often experiment with format. This has resulted in additions to our reports like our Customer of the Month, which offers a deep dive into a different customer to understand their specific use cases, pain points, and success rates.

We also make sure to fold in valuable insights even if they don’t fit into established sections. For example, we held a customer panel at our annual employee summit that generated a deeply insightful discussion. Snippets from that conversation made it into our VoC report through written quotes and video clips, providing the team with a place to reference key takeaways.

And yes, we do care about your feedback!

Let’s be clear: our products are only successful if they solve your needs and keep you safe. We dedicate much time to thinking about what you may want or need. But nothing replaces the value of you telling us directly. 

Your insights influence everything we do, from updated product verbiage to wire routing logic. We are always investing in bigger bets for some of the more complex opportunities and points of frustration.

Through this program, we ensure that every voice is heard, every suggestion is considered, and our community of real estate professionals remains equipped to navigate the industry's complexities with confidence and security.

If you’ve got feedback to share about our product, we’d love to hear from you!

‍