---
name: "voice-of-customer-loop"
description: "Use when field feedback needs to reach product: feature asks, churn reasons, competitive losses, and deal-blocker patterns."
triggers: ["voice of customer", "feature request", "win-loss", "churn reason", "product feedback", "lost deal", "feedback log"]
version: "1"
---
# Voice of customer loop
Use this when field feedback needs to reach product. Start from the
feedback with its source (call quote, lost-deal note, support thread,
QBR), the account and deal behind it, and how often it has come up.
## Log once
Log each item once: what the customer said (quoted, never paraphrased into
more), who said it and where, the revenue attached with its source, and
how many accounts have said it. Dedupe on the underlying ask, not the
wording.
## Grade the pattern
Grade the pattern weekly: frequency, revenue weight, and whether it blocks
deals, churns accounts, or just annoys. A pattern needs three-plus
accounts or one named churn risk before it goes to product.
## Product brief
Write the product brief in one page: the pattern, the three best quotes,
the revenue math with sources, the competitive angle when one exists, and
the ask (roadmap, workaround, or positioning). Close the loop back to the
field: what product said, and what the rep tells the account.
## Win-loss program
Run the win-loss interview program on closed deals: a neutral interviewer
(never the owning rep), 15-20 minutes, open-ended what and why questions
across product, sales experience, pricing and packaging, competition,
committee, implementation, and timeline, sampled half wins and half losses.
A win-loss pattern needs triangulated buyer-plus-seller-plus-CRM evidence
across 3-plus deals before it changes a playbook, battlecard, or roadmap
call.
## What you hand back
The deduped feedback log plus the one-page product brief, saved to file.
Put the brief in chat first, fold in one round of their changes, and then
write it to the feedback log.
## Fallbacks
A single-account ask with no pattern means you log it and say it stays in
the log until it repeats. Feedback with no source means UNKNOWN until
someone names the call or thread. The brief to product and any promise
back to the account wait for your yes.