How Does RMOS™ Operationalize VoC Programs?
RMOS™ (Revenue Marketing Operating System) turns Voice of the Customer (VoC) from scattered surveys into a repeatable operating rhythm that connects customer signals to campaigns, content, journeys, dashboards, and revenue results—so every team knows what to do next, and why.
RMOS™ operationalizes VoC by embedding customer feedback into the six RM6™ dimensions—strategy, people, process, technology, data, and results. It standardizes how you listen across journeys, routes insights into repeatable plays, and measures impact in dashboards the C-suite already uses. Instead of a standalone VoC initiative, RMOS™ makes VoC a core input to planning, campaigns, experience design, and revenue performance reviews.
What Does RMOS™ Add to VoC?
The RMOS™ VoC Operationalization Playbook
Here’s how RMOS™ moves VoC from “we have feedback data” to “we run our revenue engine on customer truth.”
Align → Instrument → Integrate → Activate → Measure → Govern
- Align VoC with revenue strategy: In RMOS™ planning, define how VoC supports growth goals—churn reduction, expansion, new logo acquisition—and where you need clearer customer insight along the journey.
- Instrument priority journeys: Map RMOS™ journeys (e.g., onboarding, adoption, renewal, advocacy) and attach the right VoC mechanisms—NPS, CSAT, interviews, digital signals—at key “moments that matter.”
- Integrate VoC into the RM data layer: Connect VoC tools to CRM, marketing automation, and analytics so feedback is tagged by account, segment, product, and lifecycle—and can be reported alongside pipeline and revenue metrics.
- Activate VoC-driven plays: Use RMOS™ playbooks to define what happens when VoC signals fire: who is notified, which campaigns or nurture paths are triggered, what enablement or content is deployed, and what changes to make in journeys or offers.
- Measure impact in RM dashboards: Feed VoC metrics into your revenue marketing dashboard—track closed-loop rates, issue volumes, and trends alongside KPIs such as opportunity conversion, NRR, and campaign performance.
- Govern VoC in RMOS™ rhythms: Review VoC themes and actions in RMOS™ cadences (monthly/quarterly business reviews). Use them to prioritize roadmaps, campaigns, and experience improvements with clear owners and timelines.
RMOS™ + VoC Capability Maturity Matrix
| Capability | From (Disconnected) | To (RMOS™ Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Strategy & Alignment | VoC as an isolated CX project | VoC embedded in revenue marketing strategy and RM6™ roadmap | CMO / CX Leader | VoC-Linked Strategic Initiatives |
| Data & Integration | VoC data lives in survey tools | VoC unified with CRM, MAP, and analytics in the RMOS™ data layer | RevOps / Analytics | Accounts with Linked VoC Signals |
| Plays & Journeys | Ad hoc reactions to negative feedback | Documented VoC-driven plays and journeys across RM6™ dimensions | Revenue Marketing / CX Ops | VoC-Triggered Plays Executed |
| Dashboards & Insight | Separate VoC score reports | Integrated revenue marketing dashboards including VoC metrics | Analytics / BI | Leaders Using VoC in Reviews |
| Governance & Cadence | VoC shared via occasional presentations | VoC as a standing agenda item in RMOS™ business reviews | Executive Sponsor | VoC Actions Closed per Quarter |
| Cultural Adoption | Teams “check the box” on surveys | Teams recognized for using VoC to improve campaigns, journeys, and revenue results | People Leader / CMO | Teams Recognized for VoC-Driven Wins |
Client Snapshot: Connecting VoC to a Revenue Engine
One enterprise customer used RMOS™ to connect journey-based VoC, marketing automation, and sales processes. Insights from detractors and promoters were mapped into nurture plays, enablement content, and pipeline priorities. Over time, they saw better lead quality, clearer buying signals, and more confident reporting to the C-suite. To see what this looks like when marketing and operations scale together, explore: Comcast Business: $1B Revenue Impact · Revenue Marketing Index
RMOS™ doesn’t replace your VoC tools—it gives them a place to live in the operating system of the business, with clear owners, plays, and dashboards that prove how customer insight shows up in revenue.
Frequently Asked Questions about RMOS™ and VoC
Use RMOS™ to Turn VoC into Revenue Outcomes
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