In B2B markets, listening to the customer is crucial to future success.


Needs Assessment Research & VOC Surveys

Through all our work in B2B markets, we know most companies lose around 50% of their customers every five years. We also know it is far more cost-effective to hold onto existing customers than to attract new ones.

Without listening, companies are less efficient and do not serve their customers well, leading to customer churn. If you give your customers the opportunity to have their voices heard, you can help build stronger, loyal, durable relationships.

The key is in knowing what your customers value. We are experts at understanding customer behavior, needs and trends. Over the past ten years, we have carried out more than 1,000 VOC surveys, helping our clients serve their customer base better, reducing their costs, and increasing revenue and profitability.

Our approach to VOC research has four steps:

We need to listen to customers and find out their wants, needs and behaviors – typically through a Voice of Customer survey.

Once we have gathered VOC survey data, we analyze and learn from it, recognizing different segments and their different needs.

We consider the various options. Which segments do we want to target and which segments give us a sustainable competitive advantage?

We develop an action plan addressing the different segments with appropriate offers, known as value proposition development.

Find out how our VOC research can help your business grow
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