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Voice of customer

Build a voice of customer program that drives revenue

Leading SaaS teams use Canny's AI to organize feedback from all sources into a prioritized list of their customers' biggest asks.

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Understand your customers' feedback and what's most important

One platform to capture every signal, prioritize what matters, and close the loop

CaptureAutopilot pulls feedback from sales calls, support tickets, surveys, and moreEngageCustomers share, vote, and comment on requests via your PortalOrganizeEvery signal deduplicated and triaged to the right team in Canny IdeasPrioritizeScore requests by revenue and other factors that matter to your teamAnnounceClose the loop when requests ship via email, the changelog, and owner DMs

Capture every customer signal

Your customer feedback is already in sales calls, support tickets, surveys, and reviews. Autopilot's AI captures it all automatically so nothing gets missed.

Customer feedback flowing into Canny from sales, support, surveys, and review tools.

Give customers a place to participate

Canny's feedback boards turn feedback into a conversation. Customers share ideas, vote on what matters, and see your roadmap come together.

A customer feedback board where users share, vote, and discuss ideas.

Understand what your customers want

Themes surface what customers are asking for most. See who's asking and how much revenue is connected. Dig deeper into your feedback in Claude or ChatGPT.

Themes surfacing customers' most-requested ideas with revenue and segment context.

Prioritize what drives growth

Score feedback using built-in prioritization frameworks. Surface the requests that will close deals, prevent churn, and grow accounts.

Ideas ranked by a prioritization formula combining impact, effort, and revenue.

Bring product, sales, and CX together

Give your revenue team a shared view of customer feedback. Each team adds context the others need, so you can build customer-friendly features.

Product, sales, and support teams collaborating on customer feedback in Canny.

Close the feedback loop

Update statuses, share your roadmap, and notify people when their requests ship. Show customers you listen and win their loyalty.

A public roadmap showing planned, in progress, and shipped feedback updates.

The best B2B teams build with customer evidence

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Companies like yours count on Canny

Don't take our word for it. See how leading SaaS teams build their VoC programs with Canny.

“Our whole mandate is to bring product, development, and marketing closer to our support team and our customers. Canny is giving us a really meaningful way to do that.”
Amy-Lynn TaylorProduct Enablement & Insights, Jane App
“Thanks to Canny, we find the issues that are most requested, avoid churn, and generate more revenue.”
Jay PatelProduct Manager, AgencyAnalytics
“Canny made the most important and urgent user feedback stand out, so we could innovate our product and deliver an even better experience.”
Marcus MorettiSenior Product Director, Axios

Frequently asked questions

What is a voice of customer program?

A voice of customer (VoC) program is how you systematically collect, understand, and act on customer feedback. It turns scattered signals from sales calls, support tickets, surveys, and reviews into clear direction for your team. The goal is to build what customers actually want, retain them longer, and grow accounts as a result.

Is Canny a good fit for B2B SaaS?

Yes. Canny is built for B2B SaaS teams that need to connect customer feedback to revenue. ARR, MRR, and segment data attach to every request so you can prioritize by what's actually at stake. Integrations with HubSpot and Salesforce mean your customer data flows in without manual work.

How long does it take to set up?

Most teams have a working VoC program within days. You can sign up, connect your sources, and start getting feedback the same day.

Which teams use Canny for VoC?

Most teams use Canny across product, sales, support, and customer success. Product prioritizes the roadmap based on real customer demand. Sales adds context about deals on the line. Support brings feedback directly from customer conversations through Autopilot. CS adds notes about churn risk and account renewals. Everyone works from the same customer feedback.

Does Canny handle surveys, NPS, or CSAT?

Canny doesn't run NPS or CSAT surveys natively. Instead, Autopilot's AI pulls feedback from the survey tools you already use. Survey responses become part of your VoC program without duplicating workflows. This works for teams that want to focus on what customers actually say in conversations. It gives sharper signals than scored surveys alone.

How is Canny different from other VoC tools?

Most VoC tools were built for B2C customer experience teams. They focus on surveys, sentiment scores, and contact center analytics. Canny is built for B2B SaaS teams that want feedback to drive product decisions and revenue. You capture every signal, connect it to customer data, prioritize what matters, and close the loop with customers, all in one place.

Set up your voice of customer program

Start consolidating your customer feedback and get actionable insights today.

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