When you know your customer, your business grows.

We specialize in conducting B2B Voice of the Customer studies.

Since 2006, we have been offering unique customer insights essential to our clients to make informed business decisions—and we deliver. (Our own Net Promoter Score is 86%, and nearly 90% of our clients conduct a repeat engagement.)

What we do

Whether you intend to improve your customer experience, discover the next-generation new product, or better understand your brand’s awareness our B2B Voice of the Customer research will reveal what needs to be addressed. Focus areas include:

  • Brand Awareness / Brand Perceptions
  • Customer Loyalty Research / Pulse Surveys
  • NPS Measurement
  • Win / Loss Research
  • Competitor Intelligence
  • New Product Ideation Research
  • Concept Testing / Prototype Refinement

Gather customer insights through B2B Voice of the Customer Studies

We capture more than just ratings. We uncover comprehensive customer insights that enable you to implement actionable improvements.

Improve your satisfaction scores

Our work doesn't stop with the delivery of a report: we continue to guide and support our clients in converting insights into action to elevate NPS ratings and increase satisfaction scores.

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Still doing web surveys?
(They no longer work.)
Response rates are abysmal for web surveys (<5%) and thoughtful insights are nonexistent. In-depth interviews through B2B Voice of the Customer engagements achieve a much higher participation rate (75%+) and deliver the feedback necessary to understand precisely what needs attention.

Our range of capabilities

We offer a full range of B2B Voice of the Customer research methodologies for both quantitative and qualitative studies. Capabilities include online surveys, telephone interviews, online video interviews, focus groups, ethnography, advisory boards. 

our services

What sets us apart

We get it: most survey results are long on data but short on usable information. We're different: we focus on delivering actionable information, backed by scores and quantitative data collected from your custom B2B Voice of the Customer study.

Unmatched Insights

Much more than just data, we offer clear direction on necessary improvements. This is the primary reason our clients return.

Experience

Our team has conducted more than 24,000 in-depth interviews, 150 focus groups, and 500+ engagements across 110+ B2B/B2C industries.

Global Reach

We have the ability to conduct studies in 15 languages, and we have served clients on five continents worldwide.

Breadth of Services

We use the right methodology best suited to address your research needs. Whether it's conducting a large consumer survey or interviewing CEOs on highly strategic  topics, we have the skills needed to deliver the results.  

We probe for customer insights pivotal to future growth, such as:

What are the top improvements needed to win more business?
Which supplier is the go-to for new innovation. If not you, why?
How easy are you to work with?
What's the customer's reasoning behind their NPS? If not a 10, why not?
How well does your sales team really perform serving customers?
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How we work

Using our proven methods specifically designed for B2B clients, we offer unparalleled expertise, yet remain flexible to accommodate each client's needs.

Our work follows a 5-part process:

1

Discovery

Align on the research objectives to solve your unique challenges.

2

Planning

Convert the objectives into questionnaire topics and develop a plan to determine who to interview.

3

Research

Conduct the research. Capture feedback within transcripts that are easy to read.

4

Analysis

Distill the findings and present an actionable set of recommendations.

5

Action!

Introduce the Action Planning Roadmap. Offer implementation support to ensure success.

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Insights

Start improving your company’s performance now using the Insights we provide in these bite-sized articles. Here are a few of the latest insights or see all.

NPS: No Longer the Best Measure of Customer Experience

Years have passed and flaws have surfaced that undermine the strength of NPS.
READ ON

Unlocking Unforgettable Customer Experiences: Five Game-Changing Factors

What truly sets businesses apart is exceeding expectations & consistently delivering first-class experience. Here's 5 ways to unlock this for your business too.
READ ON

What Is a Voice of the Customer Study?

What is a Voice of the Customer Study or Engagement? We'll share the quick answer and how you can get started with one in this article.
READ ON
SEE ALL

Our Guiding Principles

We go above and beyond

Do whatever it takes to exceed expectations. Strive to create raving fans with each engagement.

We deliver expertise without arrogance

Every industry is different; every client is different. We are committed to learning what makes you unique—no cookie-cutter approaches.

We are easy to work with

We are flexible and accommodating, and highly focused on providing quick responses to your requests.

B2B Voice of the Customer Case Studies

Our mission is simple: to help you improve your performance serving your clients through B2B Voice of the Customer research. Here are a few highlights from previous engagements:

packaging
plastics
credit card processing

Beverage packaging

NPS® increased from 9% to 37% to 51% over a four-year period.
VOC input redefined their operating approach. R&D became a major investment, and they implemented a key accounts program for top clients.
Net impact: Recognized as the preferred supplier for their top five accounts and were awarded over 90% of new business opportunities.

Specialty polymers/plastics

NPS® more than doubled from 23% to 56% in three years.
Customer feedback changed the culture of the company, from operations-focused to customer-centric. Leadership implemented "ease of doing business" as the mantra across the organization.
Net impact: Annual growth rate increased from 3% per year to 12% per year, while margins improved by 3%.

Credit card processing

NPS® increased from 43% to 78% in two years.
VOC feedback guided the new product roadmap and helped reshape the organization's approach to key account support.
Net impact: Recognized as the fastest-growing company in the industry; it was acquired by a competitor for an 11x multiple — a record in the credit card processing industry.
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Businesses we've served

“The process was extremely professional, very well thought through. What really stood out to me was the level of organization and structure, which was very refreshing. It was a rapid feedback process.”

— VP Operations (Environmental Consulting Firm)

"Companies that are seriously interested in improving should do this. We are very consulting adverse. So, the fact that we've done this twice now and we'll do it again ... that says something."

— Div. President (Specialty Chemical Company)

“The results were very meaningful. The feedback was very actionable. I thought the download process was great. Our management team got great value from the presentation and continues to use the report on an ongoing basis.”

— CEO (Food Ingredients Company)

“The greatest value to us was the insights the customers gave in the individual interviews. It was much more than expected. We had done this once before, but this was 10 times better than that.”

— VP Sales (Food Packaging Company)

Transform your insights into impact.

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