The Voice of Customer (VoC) Strategy is a framework that puts real customer language at the center of your marketing.
Instead of relying only on brand copy or generic descriptions, this strategy draws from customer reviews, survey responses, testimonials, and direct feedback. By using the same words and phrases your customers already use, your landing pages feel more authentic, relatable, and persuasive.
For example, imagine you sell a skincare product. A brand-driven headline might read, “Clinically formulated with advanced hydration technology.” With the VoC Strategy, the headline could instead read, “Finally, a moisturizer that keeps my skin soft all day without feeling greasy.” The second version mirrors the exact words a customer might say, which builds trust and speaks directly to the audience’s lived experience.
In Auware, the VoC Strategy is particularly powerful when combined with audience-specific pages. Each audience will see messaging that reflects how people like them describe the product. For a group of busy parents, the copy might emphasize saving time and simplicity, using language that those parents have used in reviews. For a group of young professionals, it might highlight confidence and appearance, again using their own words.
This approach ensures the marketing does not sound like it was written in a boardroom. Instead, it feels like a conversation between real people who share the same needs. The result is higher relevance, greater trust, and stronger conversion rates.
To summarize, the Voice of Customer Strategy makes your landing pages speak in the language your customers already know and trust. It transforms reviews and feedback into powerful, audience-specific messaging that connects on a human level.