Voice of customer software that turns every conversation into revenue
What is voice of customer software? An essential guide for revenue teams
Voice of customer (VoC) software captures, analyzes, and activates feedback from your buyers and customers across every channel—calls, emails, meetings, and more. It’s the engine behind understanding what your market actually thinks, wants, and expects. Why does this matter? Because in today’s B2B landscape, the difference between guessing and knowing is the difference between missed quotas and market leadership.
VoC software isn’t just about collecting feedback. It’s about transforming raw conversations into actionable insights that drive product innovation, sales performance, and customer loyalty. By centralizing customer input, VoC platforms help organizations spot trends, identify risks, and close the loop—fast.
Why do businesses use voice of customer software? Three reasons stand out:
- Uncover hidden buyer needs: VoC software surfaces what customers are really saying—so you can build what they’ll actually buy.
- Drive product and messaging alignment: Real-time feedback informs product roadmaps, sales playbooks, and marketing campaigns.
- Accelerate revenue growth: Teams that act on customer insights close more deals, reduce churn, and expand accounts.
- Omnichannel conversation capture (calls, video, email, chat)
- Automated transcription and sentiment analysis
- AI-powered topic and keyword tracking
- Customizable dashboards and reporting
- Integration with CRM and enablement platforms
- Sales coaching: Identify winning talk tracks and coach reps based on real calls.
- Product development: Feed customer pain points and feature requests directly into the roadmap.
- Customer success: Spot churn risks and expansion opportunities by monitoring post-sale conversations.
- Market intelligence: Track competitor mentions, pricing objections, and emerging trends in real time.
See Gong in action
In this self-guided tour, discover key features that sales teams and leaders love.
Why Gong takes a fundamentally different approach
While many voice of customer solutions offer basic recording or survey functionality, Gong goes further. We don’t just capture conversations—we turn them into a strategic asset for every revenue team. Gong’s AI OS for revenue teams transforms the raw voice of your buyers into real-time guidance, predictive insights, and automated actions that drive measurable outcomes. It’s not just about listening. It’s about winning.
Why use Gong for voice of customer software?
Most platforms stop at recording or basic analytics. Gong puts the full power of AI to work for you—capturing every customer interaction, surfacing what matters, and driving action across your entire revenue engine. You get more than data. You get clarity, alignment, and momentum.
With Gong, you can:
- Capture 99% of customer conversations—across calls, meetings, emails, and more
- Surface actionable insights instantly with AI-powered topic, sentiment, and risk detection
- Align sales, product, and customer success teams around the real voice of your buyers
- Automate follow-ups, coaching, and reporting—so you spend less time searching and more time selling
The experience is seamless. Gong integrates with your CRM, calendar, and communication tools. Our AI models are trained on over 3.5 billion sales interactions, so you get insights that are accurate, relevant, and tailored to revenue teams. No IT headaches. No manual tagging. Just results.
See Gong’s voice of customer solution in action
What does this look like in practice? Here’s how revenue teams use Gong every day:
New reps ramp 3 weeks faster by listening to “best of the best” calls and learning from real buyer objections.
Managers identify coaching opportunities and deliver targeted feedback based on real conversations—not guesswork.
Product teams hear unfiltered customer feedback, feature requests, and competitive insights directly from the source.
Sales, marketing, and CS operate from a single source of truth—eliminating silos and driving consistent execution.
How does Gong’s voice of customer system work?
Here’s what happens behind the scenes:
Gong automatically joins scheduled calls or records inbound/outbound phone conversations, with clear consent and privacy controls built in.
Every call is securely stored in the cloud, encrypted at rest and in transit, with customizable access permissions for compliance.
Gong’s AI transcribes the call in near real time, tagging key topics, action items, and risks.
All recordings and transcripts are indexed and made instantly searchable. You can filter by rep, account, deal stage, or keyword—so you always find what you need.
Insights from calls feed directly into your coaching, pipeline, and forecasting workflows—so you’re always working with the full truth, not just CRM notes.
More than voice of customer software
Voice of customer is just the start. Gong’s Revenue AI Platform brings all your customer data together—turning every conversation into a strategic advantage. Here’s how it fits into the bigger picture:
Unified data foundation
Capture and connect every buyer interaction across your revenue engine—sales, marketing, CS, and product.
AI-powered insights
Go beyond keywords. Gong’s AI surfaces patterns, risks, and opportunities that drive real business outcomes.
Embedded AI agents
From AI Tasker to AI Briefer, Gong’s agents automate follow-ups, coaching, and reporting—so your teams focus on what matters.
Enterprise-grade governance
Security, privacy, and compliance are built-in—trusted by 4,500+ organizations worldwide.
How voice of customer software powers Gong’s AI OS
Gong Engage: Personalize every outreach and automate follow-ups
Gong’s voice of customer insights feed directly into Engage, enabling you to:
- Craft hyper-personalized emails and sequences based on real buyer pain points
- Trigger automated follow-ups when key topics or objections are detected
- Prioritize outreach to accounts showing high buying intent or risk signals
Gong Enable: Turn conversations into coaching and training assets
VoC data becomes the backbone of your enablement program:
- Build onboarding tracks using real “best of” calls and objection-handling moments
- Identify skill gaps and coach reps with targeted, data-driven feedback
- Create dynamic battlecards and talk tracks based on current market realities
Gong Forecast: Power pipeline predictions and deal risk assessment
Voice of customer signals drive more accurate forecasting and pipeline management:
- Spot at-risk deals by tracking negative sentiment or stalled conversations
- Predict revenue outcomes using AI models trained on real buyer behaviors
- Align sales and RevOps teams around a single source of truth for deal health
Voice of customer isn’t just a feature. It’s the connective tissue that powers every application in Gong’s AI OS—helping you move from guesswork to precision, from chaos to clarity.
See voice of customer software in action
Diligent: Embedded Gong to boost close rates by 7.4%
Challenge: Diligent, a leader in modern governance solutions, needed to develop and reinforce its reps’ skills across a growing sales team. Leadership wanted a platform that delivered powerful, actionable insights for coaching, onboarding, and market feedback—without adding complexity or manual work.
Solution: Diligent rolled out Gong’s voice of customer solution across sales, marketing, customer success, and product teams. Key features included:
- Team Pages showcasing rep stats and call metrics for targeted coaching
- Scorecards for strategic conversations and performance tracking
- Libraries with “best of the best” calls, organized by product line, for onboarding and ongoing learning
Results:
- 7.4% increase in close rate on calls reviewed in Gong
- 3-week reduction in ramp time for new reps—translating to an additional $45,000 per new hire
- Company-wide adoption, with Gong embedded in onboarding, coaching, market intelligence, and product feedback loops
"Once our CEO got wind of Gong, adoption and user growth doubled in just six months. Once the reps began using it, there was no turning back."
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What our customers say
"Working with Gong lets us run a predictable revenue organization, reduce the number of tools in our tech stack, and save tons of time on forecasting."
"You really need to set your sales reps up for success…It's about ensuring that no rep is left behind and elevating everyone through the right management programs."
"It's given our sales team a level of consistency that we haven't had in the past, and has created much more impactful 1:1s for our leaders/reps."
"Gong helps us figure out which features and benefits are really going to drive increased client stickiness and expansion of opportunity."
"Working with Gong has made us better managers and better CSMs."
"The integration of Gong into our operations has directly transformed our company's people, deals, and market success. We're not just closing more deals and doing it faster; we're doing it with a deeper understanding of our clients and the competitive dynamics at play."
"Gong allows our leaders to coach more effectively. They don’t have to ask reps what happened last week. Instead, they use Gong’s deals board and AI-generated call summaries to immediately be ready for a productive conversation with any rep about any deal."
"Working with Gong lets us run a predictable revenue organization, reduce the number of tools in our tech stack, and save tons of time on forecasting."
"You really need to set your sales reps up for success…It's about ensuring that no rep is left behind and elevating everyone through the right management programs."
"It's given our sales team a level of consistency that we haven't had in the past, and has created much more impactful 1:1s for our leaders/reps."
"Gong helps us figure out which features and benefits are really going to drive increased client stickiness and expansion of opportunity."
"Working with Gong has made us better managers and better CSMs."
"The integration of Gong into our operations has directly transformed our company's people, deals, and market success. We're not just closing more deals and doing it faster; we're doing it with a deeper understanding of our clients and the competitive dynamics at play."
"Gong allows our leaders to coach more effectively. They don’t have to ask reps what happened last week. Instead, they use Gong’s deals board and AI-generated call summaries to immediately be ready for a productive conversation with any rep about any deal."
"Working with Gong lets us run a predictable revenue organization, reduce the number of tools in our tech stack, and save tons of time on forecasting."
"You really need to set your sales reps up for success…It's about ensuring that no rep is left behind and elevating everyone through the right management programs."
"It's given our sales team a level of consistency that we haven't had in the past, and has created much more impactful 1:1s for our leaders/reps."
"Gong helps us figure out which features and benefits are really going to drive increased client stickiness and expansion of opportunity."
"Working with Gong has made us better managers and better CSMs."
"The integration of Gong into our operations has directly transformed our company's people, deals, and market success. We're not just closing more deals and doing it faster; we're doing it with a deeper understanding of our clients and the competitive dynamics at play."
"Gong allows our leaders to coach more effectively. They don’t have to ask reps what happened last week. Instead, they use Gong’s deals board and AI-generated call summaries to immediately be ready for a productive conversation with any rep about any deal."
"Working with Gong lets us run a predictable revenue organization, reduce the number of tools in our tech stack, and save tons of time on forecasting."
"You really need to set your sales reps up for success…It's about ensuring that no rep is left behind and elevating everyone through the right management programs."
"It's given our sales team a level of consistency that we haven't had in the past, and has created much more impactful 1:1s for our leaders/reps."
"Gong helps us figure out which features and benefits are really going to drive increased client stickiness and expansion of opportunity."
"Working with Gong has made us better managers and better CSMs."
"The integration of Gong into our operations has directly transformed our company's people, deals, and market success. We're not just closing more deals and doing it faster; we're doing it with a deeper understanding of our clients and the competitive dynamics at play."
"Gong allows our leaders to coach more effectively. They don’t have to ask reps what happened last week. Instead, they use Gong’s deals board and AI-generated call summaries to immediately be ready for a productive conversation with any rep about any deal."
"Gong was able to help me increase my consult rate 3% in a matter of days."
"Gong saves us lots of time that used to be spent focusing on top-of-the-funnel activities. We’ve increased our pipeline feed by 300% using that time more productively. More deals are qualified, meaning we see the more predictable and repeatable revenue streams we’re striving for. I couldn’t live without Gong now."
"If you can use AI to supplement information gathering, writing emails, and coaching all at the same time, the boons for productivity are wild."
"Being able to nail those key messages at the right time and map that process in a repeatable way has led to giant growth in our pipeline."
"Gong Forecast creates ownership and accountability for every team member, and provides an opportunity to measure our results over time so we can make better predictions in the future. This complete transparency allows us to devote more time to deals that actually need our attention."
"Gong brings us sanity because we can see the data behind our actions. Gong is confidence. Gong is the ability to truly understand what’s going on inside customer conversations."
"Gong was able to help me increase my consult rate 3% in a matter of days."
"Gong saves us lots of time that used to be spent focusing on top-of-the-funnel activities. We’ve increased our pipeline feed by 300% using that time more productively. More deals are qualified, meaning we see the more predictable and repeatable revenue streams we’re striving for. I couldn’t live without Gong now."
"If you can use AI to supplement information gathering, writing emails, and coaching all at the same time, the boons for productivity are wild."
"Being able to nail those key messages at the right time and map that process in a repeatable way has led to giant growth in our pipeline."
"Gong Forecast creates ownership and accountability for every team member, and provides an opportunity to measure our results over time so we can make better predictions in the future. This complete transparency allows us to devote more time to deals that actually need our attention."
"Gong brings us sanity because we can see the data behind our actions. Gong is confidence. Gong is the ability to truly understand what’s going on inside customer conversations."
"Gong was able to help me increase my consult rate 3% in a matter of days."
"Gong saves us lots of time that used to be spent focusing on top-of-the-funnel activities. We’ve increased our pipeline feed by 300% using that time more productively. More deals are qualified, meaning we see the more predictable and repeatable revenue streams we’re striving for. I couldn’t live without Gong now."
"If you can use AI to supplement information gathering, writing emails, and coaching all at the same time, the boons for productivity are wild."
"Being able to nail those key messages at the right time and map that process in a repeatable way has led to giant growth in our pipeline."
"Gong Forecast creates ownership and accountability for every team member, and provides an opportunity to measure our results over time so we can make better predictions in the future. This complete transparency allows us to devote more time to deals that actually need our attention."
"Gong brings us sanity because we can see the data behind our actions. Gong is confidence. Gong is the ability to truly understand what’s going on inside customer conversations."
"Gong was able to help me increase my consult rate 3% in a matter of days."
"Gong saves us lots of time that used to be spent focusing on top-of-the-funnel activities. We’ve increased our pipeline feed by 300% using that time more productively. More deals are qualified, meaning we see the more predictable and repeatable revenue streams we’re striving for. I couldn’t live without Gong now."
"If you can use AI to supplement information gathering, writing emails, and coaching all at the same time, the boons for productivity are wild."
"Being able to nail those key messages at the right time and map that process in a repeatable way has led to giant growth in our pipeline."
"Gong Forecast creates ownership and accountability for every team member, and provides an opportunity to measure our results over time so we can make better predictions in the future. This complete transparency allows us to devote more time to deals that actually need our attention."
"Gong brings us sanity because we can see the data behind our actions. Gong is confidence. Gong is the ability to truly understand what’s going on inside customer conversations."
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See how Gong’s voice of customer software and AI OS for revenue teams can help you:
- Capture and activate the real voice of your buyers
- Coach, onboard, and align teams faster than ever
- Drive measurable revenue growth with AI-powered insights
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