Voice of Customer is one of our core offerings with a scalabale refined process. Our approach is designed to examine the behavior of your customer segments across a variety of factors inclusive of what they buy, what they need, what motivates them and what their challenges are.

Understanding your customer means discovering the real reasons behind their behavior

We identify those external forces enabling you to hyper target , predict &influence behavior of the “right” customers for your business's growth:

  • Align Customer Lifestyles & the Value You Provide
  • Develop Context Based Customer Profile Segments
  • Link Profile Segments with Business Impact
  • Uncover External Factors Shaping Behaviors
  • Validate Internal Opinions About Customer Motivations

We will perform the following services:

  • Design the interview guide based on goals and objectives of the portal and internal stakeholder assumptions
  • Secure and conduct the interviews
  • Generate insights and create customer profiles
  • Build a comprehensive customer journey (acquisition and retention funnel)
  • Prepare recommendations for the UX and UI of the digital experience based on pain points, motivations and the need in the market place
  • Prepare recommendations for the sales, marketing and customer experience teams to implement immediately into their workflows

Step 1: Immersion

Our knowledge transfer sessions are designed to quickly get up to speed on your unique situation, objectives and the realities holding you back. We unlock the truth behind what it really takes to acquire and retain your best customers by breaking down silos that may exist within your organization.

These sessions create a foundation for subsequent activities to design the guide for customer interviews, validate any internal assumptions and create consensus within the teams:

  • Company vision and business requirements
  • Sales and marketing goals and objectives
  • Target audiences, segments and solutions
  • Internal understanding of customer profiles
  • Internal understanding of the customer experience funnel

Step 2: Planning

Once we have created our initial internal assumptions, we can begin the planning process to design the discussion guide, select the pool of candidates for the interviews, create the invitations and book the interviews.


Step 3: Voice of Customer Interviews

We conduct voice of the customer interviews with your customers, past customers and prospects to go beyond job titles and demographics and learn the real emotional triggers that make them want them to learn about your company, make a purchase, and remain a customer for life.

We close the gap between what you think you know about your customers and how they actually feel about and engage with your company:

  • Psychographics and demographics
  • Goals, pain points and challenges
  • Decision-making and purchasing process
  • Triggering events and motivators

Step 4: Beyond Personas

We craft customer persona profiles based on shared attributes and commonalities. However, unlike traditional buyer personas, Conduit then maps your historical sales data against these personas to determine the real (sometimes hidden) monetary value of each.

By identifying your highest value customer personas, their careabouts and triggers, we can help you increase revenue and your ROI with a hyper-focused sales and marketing plan for attracting, acquiring and retaining more of them:

  • Buyer persona profiles
  • Sales data integration
  • Mapping and segmentation for high-value targets

Step 5: Build a Better Buyer's Journey 

While most companies create buyer personas, the majority of them collect dust in a drawer because marketers are given no actionable steps for applying them. We map all of your buyer and influencer personas across their buyer’s journey, identifying the key players, the role they play at each stage, content preferences, and the key milestones in their decision-making process.

From awareness, interest, consideration, purchase and beyond, we provide your sales and marketing teams with a complete roadmap for how all your customer segments can interact with your brand and why they should:

  • Buyer needs, challenges and motivations
  • All the people involved in a purchase, and their role, in each stage
  • Buyer preferences and actions at each stage of the journey

Step 6: Content Audit and Gap Analysis 

Now that you have your high-value buyer personas and buyer’s journey roadmap, it’s time to map relevant content to each of your target customer segments.

You don’t have to worry about starting from scratch with your content. As part of our Customer One engagement, Conduit performs an audit of your existing content inventory:

  • Determine what can be refreshed and repurposed
  • Identify new content requirements
  • Map it all to your new, hyper-focused buyer’s journeys

Step 7: Build a High-Value Customer Acquisition and Retention Plan

We build a comprehensive content framework designed to maximize customer engagement, as well as your sales and marketing spend, by delivering exactly the right content to the right high-value customers and prospects at the right time in their journey.

Our team will take a granular look into your sales performance metrics and work with your sales and marketing teams to ensure that your new customer acquisition and retention plan is realistic, obtainable and measurable.

Ready to begin?