Notes: Voice of the Customer Expert Insights from Kayla Eliaza at Notion

VoC Expert Insights: Kayla Eliaza from Notion – YouTube
https://www.youtube.com/watch?v=N0RieEHEkjw

2024-11-27

This short interview (under 15 minutes) with Kayla Eliaza from Notion, hosted by Tiffany from Enterpret, shared helpful advice on getting started with Voice of the Customer. It made me want to dive dive deeper into specifics: how to measure VoC effectiveness in ways that clearly influence planning decisions, move the needle on customer satisfaction, and impact revenue. It made me curious about concrete examples of early feature wins—what the feature was, how the insights were reported, and what resonated most with PMs and leadership. Now I want to continue the discussion!

Summary

  • Start small with 1–2 teams.
  • Focus on what’s useful for product teams.
  • Find a senior advocate who can deliver an early feature win.
  • Define goals—better feature reqs, happy users, high engagement.
  • Track sources (plan level, ARR) to strengthen your case.
  • Track metrics for location and language.
  • Measure support response time, CSAT, back-and-forth volume.
  • Gain buy-in by giving PMs actionable, problem-focused insights.
  • Use AI to tag, track, surface trends over time—avoid recency bias.

People who are responsible for customer insights want to meet people who are doing the same thing. They want to exchange best practices. https://www.youtube.com/watch?v=N0RieEHEkjw&t=39s

Start with a conversation. Don’t try to capture every team’s feedback right away—start small with one or two teams and try to make sure people know what’s going on, including your audience. Look for what’s useful for the product teams. https://www.youtube.com/watch?v=N0RieEHEkjw&t=3m18s

Find an advocate, preferably someone high up or someone who can build a feature that will get an early win. https://www.youtube.com/watch?v=N0RieEHEkjw&t=4m15s

There’s not a really cut and dry metric for voice of the customer—it depends on what your goals are. Examples: drive more feature requests, better feature requests, make users happier, drive more engagement. Know where the insights are coming from, i.e. free vs paid plans, annual recurring revenue (ARR). https://www.youtube.com/watch?v=N0RieEHEkjw&t=4m54s

Look for metrics that will help you build your case and watch them for increases or decreases. Look for where the requests are coming from, i.e. plan levels and annual recurring revenue (ARRs).
https://www.youtube.com/watch?v=N0RieEHEkjw&t=6m16s

If your a company looking to expand, track metrics for location and language. https://www.youtube.com/watch?v=N0RieEHEkjw&t=7m12s

Track support metrics such as how long does a ticket take to respond to what are the customer satisfaction ratings, how many back and forth emails, how long is this phone call. https://www.youtube.com/watch?v=N0RieEHEkjw&t=7m21

How do you get buy-in? How do you show your worth? How do you get the product teams to build the features the customers are asking for? Get better information from users. What do your PMs want? What’s useful for them? What’s the problem they are trying to solve? https://www.youtube.com/watch?v=N0RieEHEkjw&t=8m17s

AI is changing everything including Voice of the Customer. Avoicd recency bias. Record and tags things as you go. AI can do some of those things even though its not perfect. Track things over time. AI allows you to take in so much more information and identify trends so much more easily. https://www.youtube.com/watch?v=N0RieEHEkjw&t=10m23s

What are the most helpful tools and resources? Enterpret and ZenDesk are two of her resources but she always wants more. Each company she has been at has used their own tools for reporting, Asana and Notion. https://www.youtube.com/watch?v=N0RieEHEkjw&t=13m3s

Tools mentioned: Enterpret, Zendesk, Asana, Notion.

by //
designsimply

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