How we scaled our voice of the customer program with Aha! Ideas

Dave Russell

Director, Voice of the Customer

We had a problem

Our voice of the customer (VoC) program started as a side project. People contributed when they had time. Feedback got collected, parked in a tool, and quietly went stale. But there was no clear ownership and accountability.

The tool we previously used to manage the program made things worse. It was slow and clunky, which led to low engagement across the team. And when field teams did log a request, the data was often incomplete, missing important context, and quickly went out of date. This made it hard to act on the feedback that we captured.

We also wanted to bring more transparency to the process. Customers could not see what happened to their requests. Internal teams could not tell what was heard, what was prioritized, or why. It was clear that we needed a better way to capture and manage feedback — without adding friction for the people sharing it.

Aha! as a solution

The first step was to establish a dedicated VoC function within the product organization and implement Aha! Ideas as the tool to manage it. We now have a central team that owns the program and runs multiple ideas portals so both customers and internal teams can engage directly. Deep Salesforce integration and customizable prioritization scoring let us factor in revenue, customer count, and more when ranking requests. We also introduced a product management SLA for prioritizing high-scoring ideas.

Before Aha! Ideas, customers felt like they were shouting into the void. Today, we have a sophisticated, highly automated VoC program — and we can actually quantify the impact.

Feedback flows in automatically from Salesforce, Zendesk, and Slack with automation through Zapier, and our LLM stack handles triage. We use automation rules in Aha! Ideas to automatically assign ideas to the right product manager based on category. Input from our Customer Advisory Board (CAB) feeds into the same workflow. That CAB feedback is also captured as ideas, tagged by cohort and session, and reported on alongside everything else. Aha! Ideas sits at the center of it all. The powerful and comprehensive Aha! API allows us to deeply integrate into so many parts of our ecosystem.

Life is good

Aha! Ideas has given us a great foundation for our entire VoC program, and we would be lost without it. It has made it much easier to point to data that we can trust to make decisions.

With Aha! Ideas, our VoC program's feedback volume has grown by more than 4.5 times in under a year — giving us more insight into what customers want than ever before.

We drive growth by collecting structured feedback, ideas, and votes all in one place. Product managers now have a deeper understanding of what customers need to make decisions — from day-to-day prioritization to major new product investments.