Use cases
Customer Success · Product Management · Sales
Voice of customer
Transform customer conversations into actionable product insights. Automatically capture and analyze voice of customer (VOC) data to identify product issues and improvement opportunities.

Stop missing valuable product feedback buried in your customer conversations. Twine’s AI-powered analysis automatically analyzes every sales and customer success call to surface critical insights that help product teams build what customers actually want.
The challenge product teams face
Your sales and customer success teams spend hundreds of hours talking to customers every month. These conversations are packed with invaluable product feedback - feature requests, usability issues, competitive gaps, and customer pain points. But manually reviewing all these calls is impossible, meaning product teams miss out on a goldmine of insights that could inform better product decisions.
Common challenges include:
- Too many customer conversations to manually review (100+ hours of calls per month)
- Valuable product insights buried in sales and CS discussions about other topics
- Relying on sales and CS teams to remember and document product feedback
- No systematic way to identify patterns across hundreds of conversations
- Important context and customer quotes getting lost in translation
Why traditional feedback collection falls short
Most product teams rely on sales and CS colleagues to somehow find time to document and share product feedback amid their many other responsibilities. This manual approach is unfair to customer-facing teams and unreliable for product teams. Sales and CS are already busy hitting their targets and serving customers - they shouldn’t have to be note-takers too. Meanwhile, product managers know they’re missing valuable insights but can’t possibly review every customer call themselves.
A better way to analyze product feedback
Twine automatically analyzes every sales and customer success call, using AI to extract product feedback and surface the insights that matter. Instead of hoping customer-facing teams find time to document feedback, or spending hours reviewing calls yourself, you get a continuous stream of organized, objective product intelligence.
Key benefits:
- Surface 15x more product insights by automatically analyzing all customer calls
- Save sales and CS teams 10+ hours per week on manual feedback documentation
- Get objective evidence directly from customer voices, not filtered summaries
- Make product decisions 10x faster with comprehensive customer context
- Build stronger alignment between product and customer-facing teams
How it works
- Automated feedback capture Twine automatically analyzes every sales and customer success call, identifying product feedback, feature requests, and competitive intelligence without requiring any manual note-taking.
- Thematic analysis and trend identification AI-powered analysis identifies patterns across hundreds of conversations, helping you understand which product needs are most pressing and impactful.
- Actionable insights delivery Weekly digests deliver key product feedback themes to your team, with direct links to the exact moments in customer conversations where feedback was shared.
What you’ll learn
- Most requested features across your customer base
- Critical product issues affecting deals and retention
- Emerging feature gaps and market opportunities
- Customer sentiment trends across segments
- Impact of product issues on revenue
- Direct customer quotes to support product decisions
- Competitive intelligence from sales conversations
Who benefits from this analysis
Primary audience:
- Product managers seeking to tap into sales and CS customer insights
- Product leaders looking to make more customer-centric decisions
- Product teams wanting to validate roadmap decisions with customer evidence
Secondary audience:
- Sales teams who want their customer feedback to reach product
- Customer success teams wanting to effectively elevate customer needs
Start analyzing product feedback today
Start your free trial of Twine to immediately access this task and transform your sales and customer success conversations into actionable product insights.
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