I’m always curious to find out how companies integrate UserVoice into their user experience. There’s no shortage of options: add our classic “Feedback” tab to your webpage, link to us from your support page, or even build us deeply into your application using our powerful API. But execution is even more important than location.phoneboothPhonebooth is a slick, simple cloud phone service for small businesses. They’re all about getting you rolling with your first (free) phone system and when you’re ready scaling you up to a larger phone conference system. They stand out in the crowd because of their low prices and, more importantly, their easy-to-use UI. How do they accomplish this? I spoke to Chris Moody, Social Marketing Manager for Phonebooth, and he made it clear: Phonebooth actively solicits customer feedback.

Phonebooth constantly asks their customers for feedback through email, Twitter, and throughout their product – and get excellent clarity on what to build next.


Here at UserVoice we frequently have to remind people that simply setting up a UserVoice forum is not enough. To understand your customers, you need to get more than just a trickle of random customers in your UserVoice forum. You need to make it part of your product experience.

Phonebooth understands this, and with such a new service they know that if they’re going to follow customer feedback, it needs to really represent their entire customer base. When I asked Chris whether there was ever any fear from the team that they’d get “bad” ideas from their UserVoice forum, he dismissed the idea:

“No. The feedback that we get from users is incredibly important, but we also have a product roadmap that guides our strategic decisions. We have a diverse set of users that helps to weed out things that may not be good additions to our product. While we aren’t trying to simply win a feature war, UserVoice is helping us to prioritize additional features and usage scenarios that may be difficult to get market data on otherwise.”

There’s three great takeaways here:

  • Phonebooth gets a diverse enough collection of customers involved that the edge-case ideas don’t take over their to-do list
  • Phonebooth compares customer feedback with an existing roadmap. Neither is king, they simply compliment each other.
  • Much like PagerDuty, Phonebooth knows that ideas aren’t just feature requests, but also rich sources of information about how their customers use their product

So how have they done? Phonebooth has currently completed 37 ideas and accepted 89. Two of their top ideas were implemented in their last release, and the other top three are on the roadmap. And people are not ashamed to say that like it:

Finding a company that honestly cares about it's customers, and is willing to spend the time it takes to show it is rare.

So why’d Phonebooth choose UserVoice? For a reason that the UX addicts here are pretty happy to hear from another UX-focused organization:

“UserVoice is easy to use. Simplicity is a key factor for us and adding the UserVoice widget gave users an easy way to provide feedback. It gives every user a voice (no pun intended) to express how they would like to further use Phonebooth to solve their business communication needs.”

Pun intended or not, that’s what we like to hear.

…just admit it, Chris. The pun was intended.

Have your own success story or want to point out a company that is doing an awesome job with their UserVoice forum? Drop me a line at the email address below!

Evan Hamilton
Community Manager, UserVoice