What Is Pedowitz Group’s POV on the Future of Voice of the Customer?
Pedowitz Group believes the future of Voice of the Customer (VoC) sits at the intersection of customer insight and revenue marketing—where listening programs, product signals, and revenue data come together to drive predictable growth, not just better survey scores.
Pedowitz Group’s point of view is that the future of Voice of the Customer is revenue-connected, journey-embedded, and operational by design. VoC cannot live as a side program that owns NPS; it must be wired into Revenue Marketing, RM6™ maturity, and revenue dashboards so that customer signals directly shape investments, plays, and forecasts. The most successful organizations will treat VoC as a decision system that unifies feedback, product usage, and financial data to prioritize work, orchestrate experiences, and prove impact on growth.
Key Pillars of Pedowitz Group’s POV on VoC
The Pedowitz Group VoC Future-Ready Playbook
This is how Pedowitz Group recommends moving from a traditional VoC program to a revenue-connected Voice of the Customer engine aligned with RM6™.
Reframe → Integrate → Prioritize → Orchestrate → Measure → Optimize
- Reframe VoC as a revenue lever: Update your VoC charter so its purpose is to drive growth, efficiency, and advocacy—with explicit links to RM6 stages and Revenue Marketing objectives.
- Integrate VoC into the data fabric: Connect VoC tools with CRM, product analytics, and marketing automation so customer signals appear in the same view as pipeline, bookings, and customer health.
- Prioritize VoC themes with RM6: Use the Revenue Marketing Index and RM6 assessment to decide which VoC themes matter most right now for your maturity and growth goals.
- Orchestrate cross-functional plays: Translate high-value VoC themes into documented plays in your revenue marketing dashboard—plays that span channels, functions, and stages of the customer lifecycle.
- Measure financial and experience impact: Track VoC-driven initiatives inside your revenue marketing dashboard, connecting them to churn reduction, expansion ARR, and improvement in key experience metrics.
- Optimize continuously: Regularly feed outcomes back into your VoC program, updating segments, playbooks, and journey designs based on what actually moves revenue, cost-to-serve, and customer advocacy.
VoC Maturity Through a Revenue Marketing Lens
| Dimension | From (Legacy VoC) | To (Pedowitz Future-State VoC) | Primary Owner | Key KPI |
|---|---|---|---|---|
| Mandate | Improve NPS and CSAT | Drive measurable improvements in revenue, retention, and advocacy | CRO / CMO / CCO | VoC-Influenced Revenue |
| Data Scope | Survey results and occasional interviews | Surveys + product usage + digital behavior + support + financial outcomes | Insights / RevOps | Unified Customer View Coverage |
| Execution | Reports and recommendations | Operationalized plays in revenue marketing systems, triggered by VoC signals | Revenue Marketing | VoC-Triggered Plays Executed |
| Governance | Ad hoc steering meetings | Structured, cross-functional governance tied to RM6 with clear funding and prioritization | Executive Council | VoC Initiatives Funded & Delivered |
| Measurement | Score trends (NPS, CSAT) | Balanced view of experience + revenue, visible on revenue marketing dashboards | RevOps / Finance | Churn & Expansion Impact from VoC |
| Culture | Customer feedback is “owned” by CX | Customer truth is shared across product, marketing, sales, and success | Executive Team | Participation in VoC Governance |
Client Snapshot: Turning Customer Insight into $1B in Impact
Our work with complex enterprises shows that when VoC is tied directly to revenue marketing, the impact can be transformative. For example, Comcast Business optimized marketing automation and drove $1B in revenue by connecting customer behavior, lifecycle journeys, and revenue metrics into a single operating model. That same philosophy powers Pedowitz Group’s POV on the future of VoC: customer signals only matter when they move the growth needle.
In short, Pedowitz Group sees VoC evolving from a feedback channel to a core capability of revenue marketing—one that informs strategy, funds the right initiatives, and provides the evidence that customer-centric decisions increase growth and profitability.
Frequently Asked Questions about Pedowitz Group’s VoC POV
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