It seems like our voices are being recorded all the time, by phones, collaboration tools, smart speakers and more. The “voice of the customer” (VoC) isn’t a new idea for marketing and customer success professionals, but better technology is changing the game. It’s now easier for marketers to search for and share the important parts of calls, for example. In this episode of B2B Nation, we talk to Mike Adams, CEO and cofounder of Grain, which is one of the tools helping businesses capture the voice of the customer and unlock its value. RELATED EPISODE: How to Leverage Conversational Intelligence in Social Media Fundamentally, Mike says, effective use of the voice of the customer by marketers leads to better product marketing. But there are applications for customer success, customer support, sales roles, engineering and more.