case study
Driving customer-centric strategy for an IT partner through a Voice of the Customer exercise
Marnik Willems
Our client - an IT service company that supports organisations in their transformation journey - initiated an exercise to gain a sharper understanding of how customers perceive their services. In that context, BrightWolves was asked to lead a Voice of the Customer (VoC) project. The aim was to gather unfiltered customer feedback through direct interviews, validate internal assumptions, and identify areas for improvement and growth.
Challenge
Despite their established position, the company was facing several underlying challenges:
Sales growth had slowed down, with limited traction in generating new pipeline
Internal teams lacked alignment on which services or products should be prioritized
The future roadmap was unclear, creating ambiguity and inefficiencies in development planning
These issues were impacting internal momentum and competitiveness. The VoC study was launched to reconnect with the market, uncover quick wins, and bring focus to both commercial and strategic initiatives.
The process gave all departments an unbiased and unfiltered view of customer sentiment.
Approach
The project followed BrightWolves' structured framework to deliver tangible and actionable improvement points.
We started with internal alignment on project goals, key themes, customer segmentation and specific question list for each of them.
Interviews were conducted one-on-one, using a structured guide to surface both strategic and operational feedback.
Findings were shared continuously with the client team, enabling quick internal alignment and early action on quick wins.
Final deliverable included consolidated insights and analyses, one-pagers and complete transcripts of every interview This iterative approach made it possible to shift focus where needed and helped in keeping the project connected to business priorities.
30 customer interviews were completed, covering a broad spectrum of industries, organisation sizes, active and churned customers.
Impact
The VoC study had immediate and visible results across multiple areas:
Several interviews revealed a total of 6 new leads. These were passed directly to the sales team, creating new traction in a previously slow-moving pipeline
Customers offered input on missing features and pain points. These were translated into concrete suggestions for the product team.
The process gave all departments an unbiased and unfiltered view of customer sentiment. Assumptions were challenged, internal narratives were validated or debunked, and teams aligned on priorities going forward.
Summary
An IT services company partnered with BrightWolves to reconnect with its market through a structured Voice of the Customer (VoC) study.
We conducted 30 in-depth interviews to validate assumptions, uncover pain points, and realign internal priorities.
The process generated new sales leads, surfaced actionable product insights, and challenged internal narratives.
As a result, the company regained focus across teams and renewed momentum in both commercial and strategic initiatives.