top of page

Don’t get sleepy, listen to your customers

Written by Gauthier Houben

In the fast-paced rhythm of today's business world, tuning into your customers' voices is not just about staying in sync - it is about leading the dance. Voice of the Customer (VoC) research entails conducting 20 to 30 comprehensive interviews with customers from various segments to precisely capture their distinct needs, preferences, and experiences. At BrightWolves, we specialize in converting the VoC into strategic insights that resonate with your unique business challenges and opportunities. Our VoC reports go beyond satisfaction scores - they transform individual customer feedback into concrete action points.


A group of customer giving feeback

Real-world impact: Example of recent projects

  • For a SaaS player, VoC analysis uncovered that 40% of a company's customer base belonged to an untapped segment. This discovery led to a strategic pivot in go-to-market and a surge in sales, tapping into this newfound segment.

  • Following a VoC analysis, our client, a subscription-based service, fixed their customer retention by adopting a flexible pricing model that included scale benefits and pay-per-use options. It not only helped regain lost customers but also attracted new ones, appreciative of the tailored approach.

  • Across various sectors, a common customer sentiment, "Communication is crucial for us. Your initiative in conducting these interviews is a positive sign," highlights the importance of active engagement. Conducting third-party interviews has frequently acted as a catalyst for reinforcing the bonds between customers and companies, fostering increased loyalty and trust.


The subtleties of third-party insight

Opting for an external partner to facilitate Voice of the Customer (VoC) research can offer a nuanced perspective that might be overlooked by internal processes:


  • Objective perspectives: An external viewpoint provides fresh insights, free from internal bias or routine, and creates a safe environment that enables clients to be more open.

  • Actionable insights: A deeper exploration to uncover the motivations behind customer behaviors can yield a richer, more actionable understanding.

  • Custom-fit solutions: Tailored research that aligns with specific business contexts ensures that insights are relevant, impactful, and serve as valuable input for shaping commercial strategy.


The approach begins with an immersive analysis of the business in question, followed by engaging customer conversations. Listening, observing, and analyzing, the process aims to transform qualitative feedback into quantitative measures. The outcome is strategic recommendations designed to be as practical as they are insightful.


Your invitation to listen and lead

Do not let your business fall out of step with your customers' evolving needs and expectations. At BrightWolves, we transform the whispers and echoes of customer feedback into a strategic symphony. Our Voice of the Customer (VoC) reports are not just feedback - they are the foundations for your future success. Step into the spotlight with confidence and let's harmonize your business strategy with the voices that matter most. Don’t get sleepy, listen to your customer.


Bình luận


bottom of page