Not Every “No” Sounds Like a No.
Most VOC frameworks stop at what customers say.
Beyond VOC digs into what they actually mean.
What are they really worried about?
Fear of failure, trust gaps, or emotional blockers that aren't said out loud.
Whose needs matter more right now?
Spot the conflict between buyers who pay vs. users who churn.
Uncover if it’s your feature—or just how you're framing it.
Is this a product or positioning issue?
Gauge buying signals, urgency, and emotional readiness.
Are they ready to act — or just curious?
Align conflicting stakeholders
Spot tension between business buyers and users before it kills momentum.
Decode hidden objections
Find the fears they didn’t say out loud — so you prevent churn before it starts.
Fix the real problem
Positioning? Trust? Timing? BeyondVOC helps you diagnose before you build.
The B2B2C Problem
If you're building platforms, marketplaces, or any B2B2C business, you're serving two customers simultaneously:
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Business customers (merchants, advertisers, sellers) want control and customization
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End users (shoppers, consumers, buyers) want simplicity and speed
Your two customers want opposite things.
Traditional VOC asks everyone "What do you need?" and treats all feedback equally.
The result: You build features one customer wants that alienate the other.
You don’t need more feedback. You need better signals.
Feedback is data. Signals are decisions. BeyondVOC gives you both.
BeyondVOC helps product and go-to-market (GTM) teams decode what customers aren’t saying — so you don’t build the wrong thing, or message it the wrong way.
✓ Spot where product fit is blocked by emotion, timing, or trust
✓ Find out if it’s a feature or a positioning issue
✓ Uncover friction before you scale what doesn’t work
✓ Make smarter decisions from real customer signals, not polite feedback
BeyondVOC Tools
A practical methodology built for B2B2C complexity, where business customer needs and end-user outcomes often conflict. It helps product and GTM teams interpret what customers are really saying—so decisions reflect trust dynamics, timing signals, and emotional barriers, not just feature requests.
Turn every customer call into confident product decisions. Capture what’s not being said — emotional triggers, objections, and trust gaps — so your team builds what matters.
20 conversation-tested prompts designed to uncover hidden objections, trust issues, and readiness signals in B2B2C environments.
Use any 3–5 cards to elevate your discovery calls—no training or deep framework knowledge required.
Who is this for?
Customer Success Teams
managing platform
relationships
Product marketers
navigating multi-stakeholder
feedback
GTM Leader
launching in B2B2C
environments
Product Managers
conflicting stakeholder
needs
Founders
building marketplace or
platform businesses
About the Author
Dhvani Unadkat is a product and go-to-market leader who has launched 10+ advertising and fintech products within Fortune 100 companies. Earlier in her career, she worked as a film publicist in India, helping launch major Hollywood and Bollywood titles—including Birdman, Gone Girl, Avengers: Age of Ultron—and Hindi films that generated $70M+ in box office revenue.
She built BeyondVOC™ after seeing a repeated truth across industries: launches fail not because teams don’t listen to customers—but because they interpret feedback at face value. Her experience navigating multi-stakeholder tension (business buyers vs. end users), trust dynamics, and positioning barriers gives her a unique, real-world lens on what actually determines product success.
Her mission: give product and GTM teams a repeatable way to turn customer signals into launches that win faster and fail less.