Establishing myCoke Voice of the Customer (VoC) Program

Turning customer feedback into measurable product decisions (2025-Present)

Overview

As Director of B2B Product Design, I built and launched the myCoke Voice of the Customer (VoC) program — a foundational capability designed to embed continuous customer insight into product development and roadmap decisions.

Prior to this initiative, customer feedback was fragmented across channels and rarely translated into measurable product action. I architected and operationalized a multi-method insight ecosystem that transformed how teams listen, learn, and act on customer needs.

The Challenge

Product and experience decisions were being made without a unified, reliable understanding of customer needs.

Key gaps included:

  • Feedback scattered across support, sales, and operations channels
  • Inconsistent research methods across teams
  • Limited visibility into behavioral drivers behind analytics trends
  • No repeatable validation or measurement framework
  • Prioritization driven by anecdote rather than evidence

The organization needed a scalable system combining quantitative signal + qualitative depth and translating insights into roadmap action.

My Role

Strategy & Program Architecture

  • Designed and launched enterprise VoC framework
  • Defined multi-method insight strategy
  • Built long-term maturity roadmap (18–24 months)
  • Established customer insight as core input into product prioritization

Execution & Integration

  • Embedded VoC workflows into product lifecycle
  • Integrated NPS, CSAT, CES, analytics, and in-product feedback
  • Centralized insights into platforms including Productboard

Organizational Influence

  • Led cross-functional insight reviews and prioritization workshops
  • Coached teams on interpreting and operationalizing customer insights
  • Shifted culture toward evidence-driven product decisions

The Vision: Listening → Understanding → Acting

To make the concept resonate across teams, I framed VoC using a simple analogy:

“Imagine you’re hosting a dinner party…”
You wouldn’t guess whether your guests enjoyed themselves—you’d listen, observe, and learn so next time is even better.

VoC works the same way:

  • We listen (surveys, interviews, analytics)
  • We understand (insights, patterns, motivations)
  • We act (roadmaps, product improvements, measurable outcomes)

This framing made the VoC mindset accessible and sticky across the organization.

Approach

1. Multi-Method Customer Intelligence System

Built VoC as a connected insight system:

Quantitative

  • NPS, CSAT, CES
  • Web analytics
  • In-product feedback

Strategic Customer Input

  • Customer council and key account feedback

Qualitative

  • Usability testing
  • Contextual interviews
  • Observational field research

Behavioral Friction Detection
Using platforms including FullStory to identify hidden friction patterns.

Example

  • Rage-click heatmaps revealed checkout friction
  • Targeted redesign improved completion and reduced support volume
I designed the program around five interconnected components—a system that captures both the breadth and depth of insight.

2. Insight Activation Model

Core principle:

Listening → Understanding → Acting

Operationalized as:

Listening
Continuous signal collection

Understanding
Cross-method synthesis and root cause analysis

Acting
Direct translation into roadmap and experience improvements

3. Phased Enterprise Rollout

Phase 1 — Foundational Understanding

  • Deep contextual research
  • Call listening and field observation
  • Journey mapping

Outcome:
Shared customer understanding across organization.

Phase 2 — Signal Centralization

  • Launch of NPS and in-product feedback
  • Analytics integration
  • Centralized insight repository

Outcome:
Shift from anecdote-driven to data-informed decision making.

Phase 3 — Continuous Optimization

  • Quarterly usability deep dives
  • Bi-annual NPS cycles
  • Ongoing customer panels
  • Monthly insight-to-roadmap reviews

Outcome:
VoC embedded into planning, design, and delivery cycles.

Product, Customer & Organizational Impact

Product Impact

  • Unified multi-method insight system
  • Faster, more confident roadmap decisions
  • Earlier detection of experience friction

Customer Experience Impact

  • Improved ordering workflows
  • Better cutoff time visibility and notifications
  • Improved parts transparency
  • Reduced support volume through targeted fixes

Organizational Impact

  • Shared customer understanding across functions
  • Standardized discovery → design → validation workflows
  • Increased product and design maturity
  • Culture shift toward evidence-based decisions

Early Wins (2025)

Order Management UX Discovery & Testing

  • Conducted structured discovery with EDI customers
  • Identified last-minute order modifications as a major friction point
  • Usability testing showed 100% completion of order changes using the new design
  • Informed features for modifiable orders, clearer product swaps, and instant confirmation

Customer Interviews

Insights led to prioritization of roadmap around:

  • Clarifying order cutoff times
  • Improving email notifications
  • Ensuring product images/templates are accurate
  • Enhancing experience for customers like Bobby’s Burger and Maui Soda

Service Operations Call Listening

Independent service providers surfaced the need for:

  • Better shipment visibility
  • Clearer pricing
  • Accurate inventory access

This directly led to:

  • More transparent parts details
  • Upfront pricing
  • Faster returns and approvals

Outcomes & Impact

Product Impact

  • Unified, multi‑method VoC system
  • Streamlined prioritization and roadmap alignment
  • Early detection of friction points
  • More confident product decisions

Customer Experience Impact

  • Improved ordering workflows
  • Clearer notifications and order cutoff visibility
  • Better parts transparency
  • Reduced support volume due to targeted fixes

Organizational Impact

  • Shared understanding of customer needs across functions
  • Repeatable discovery → design → testing model
  • Increased design and product maturity
  • A shift toward evidence-driven culture

What This Demonstrates

  • Enterprise insight strategy and execution
  • ResearchOps and product integration leadership
  • Organizational change leadership through data and storytelling
  • Ability to connect customer signal directly to product outcomes
  • Long-term capability building vs one-off research

Connection to Platform Transformation

VoC insights directly informed myCoke platform tranformation around ordering, service workflows, parts experience, and self-service improvements — ensuring customer insight continuously shaped product evolution.