Becoming the voice of the customer - whose responsibility is it?

This article is based on Rohan’s brilliant talk at our exclusive Product Marketing Misunderstood event. PMA members can enjoy the full recording here.

Hi, and thanks for joining me as I dive into a question that's top of mind for product managers (PMs) and product marketing managers (PMMs) alike: Who’s responsible for being the voice of the customer? 

What is the voice of the customer?

Before we tackle the ‘who’, let's first understand the ‘what.’ What does the ‘voice of the customer’ mean? Is it just about feature requests or pricing inquiries? 

Believe it or not, for many organizations, being the voice of the customer simply means paying attention to the features they’re asking for and passing those requests along to the relevant teams. 

Sounds straightforward, right? But there's more to it than that.