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MISSION
Voice of customer analysis across every sales call
Your sales calls hold a ranked list of what customers struggle with and what they want, in their own words. This mission pulls it out for marketing and product.
Mission type
Competitive & Market Intelligence
Best for
Marketing
Product
Founder/Solo-operator
Output
A ranked list of customer problems and feature requests
System used
Fathom
What it does
This mission runs voice of customer analysis across your whole call library. Connect Fathom to ChatGPT or Claude and ask it to rank the problems customers describe, from most heard to least heard, in their exact words. Then run a second pass on the features prospects and customers ask for.
Marketing gets headlines and landing page angles straight from the problem ranking. Product gets the feature-request ranking as input, with a person still deciding what gets built.
Who it's for
Founders, product marketers and product managers who want customer evidence behind their messaging and roadmap without commissioning a research project.
The flight plan
Run it quarterly across all your calls, or monthly on recent ones. For a weekly version built for ad copy, see the customer research template mission.
- Connect Fathom to ChatGPT or Claude.
- Run the starter prompt across your external calls for the period you want.
- Check the top problems against a few of the source calls.
- Share the problem ranking with marketing and the feature ranking with product.
- Run it again next quarter and compare what moved.
RULES
Rank by how many calls raise a problem, not how loudly one customer raised it.
Keep the customer's exact words for every theme.
Separate problems from feature requests.
Treat the ranking as input, not a mandate.
Leave out names and anything confidential.
What good looks like
A good analysis shows what customers struggle with most, how often it comes up and how they say it. A mediocre one lists generic themes without evidence.
GOOD
"1. Reporting takes too long, raised on most calls this quarter: 'I spend every Monday morning building the same report.' 2. Context gets lost between teams: 'Sales knows things CS never hears.'"
MEDIOCRE
"Top themes: efficiency, collaboration, ease of use."
STARTER PROMPT
⧉ CopyUse Fathom to look across my external sales and customer calls from the last 90 days.
First, what are the top problems our customers describe? Rank them from most heard to least heard, with how many calls each came up on and two exact quotes per problem.
Second, what features did prospects and customers ask for? Rank those the same way. Leave out names and companies.
FAQs
Questions? We’ve got you covered.
How do you do voice of customer analysis?
Gather what customers say in their own words, group it into themes and rank the themes by how often they come up. Sales and customer calls are the richest source, and connecting Fathom to ChatGPT or Claude lets AI do the grouping and ranking across all of them.
How is this different from a customer survey?
Surveys answer the questions you thought to ask. Calls capture what customers raise on their own, in their own words, so the analysis often surfaces problems a survey would miss.
Which Fathom plan do I need to run this skill in ChatGPT or Claude?
Any Fathom plan, including Free. The skill reads your calls through Fathom's MCP integration with ChatGPT and Claude, which is on every plan.
What is voice of customer analysis?
Voice of customer analysis is the process of collecting and studying customer feedback to understand their needs, problems and language. Teams use it to sharpen messaging, prioritize product work and improve the customer experience.
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