B2B Voice of Customer Research

Gather & understand customer feedback, allowing you to improve across all aspects of your business.

What is Voice of Customer Research?

Voice of customer (VoC) research, as the name suggests, gives your customers a voice, using data and analysis to capture customer opinions, expectations and pain points. Understanding this is key if you’re looking to align your organisation’s strategies and operating model with what customers truly value.

To achieve this, we collect data in three distinct ways:

Direct feedback – This includes surveys, interviews, focus groups and customer feedback forms.

Indirect feedback – This includes online reviews, social media mentions and customer support interactions.

Observed behaviour – This includes website analytics, clickstream data and purchasing patterns.

We use over three decades of experience to collate this data into a singular customer voice, providing you with unique insights into what your markets really value.

The Benefits of Our Voice of Customer Research

We’re trusted experts, drawing on over 300 years of collective experience.

Get a New Perspective

It’s almost impossible to conduct impartial market research using your own employees, particularly those close to the subjects or lacking research skills. By outsourcing your VoC research to us, you can guarantee that all findings are objective, unclouded by any pre-existing biases.

Truly Understand Your Markets

We get under the skin of your customers, understanding exactly what makes key decision makers tick. We’ll create a vivid picture of your customers, using our unique telemarketing skills to glean unmatched insights.

Increase Revenue

By better understanding your customers/clients, you’re able to proactively provide a better product and service, understanding areas of improvement, enhancing customer satisfaction, improving service delivery and leading to higher lifetime value overall.

Make Better Decisions

All business decisions should be backed by thorough, clear and unbiased market research. Our unique position in the market allows us to provide exactly this, quickly and efficiently delivering what you need to grow.

How VoC Research Works

Once data has been collected via direct, indirect and observed behaviour studies, we’ll take the time to perform in-depth data analysis. Our objective is to produce a report that details trends, sentiments and actionable insights your sales and marketing teams can use to improve your inbound process.

Sentiment Analysis

Using our market research experience, we’ll aggregate general market sentiment, gauging whether feedback is positive, negative or neutral.

This provides unique insights into how you should be communicating with the market, both in your outbound and inbound comms.

Trend Identification

Recurring themes are incredibly important to identify and understand – why are they so important to your prospects, and how can you capitalise on these trends?

Understanding themes and why they persist allows you to improve many aspects of your business, including your sales process, operational delivery, service model and more.

Prioritisation

Finally, we’ll prioritise insights by importance, providing a focus list of business improvements for your teams that helps them focus their ongoing efforts.

Our Actionable Insights

All of the above is pointless if our deliverables aren’t actionable.

To make things easier for you, we turn raw data and VoC results into actionable insights for your team, mapping out specific goals that help your team to:

– Address common complaints in your sales or service delivery model

– Enhance features that customers value the most

– Optimise the customer journey to remove friction

VoC research is an ongoing process – your audience is constantly shifting; it’s essential that you keep up with changing tides.

Not sure how to proceed? Get in touch with our friendly team today for a no-obligation chat about your voice of customer research options.

Let’s talk

Top Tips & Industry Insights

Browse our content to access our industry insights, written by experts, designed to help you develop your sales and telemarketing expertise.

AI in B2B Outreach: Are Human Outsourced SDRs Obsolete?

13th March 2026

You may have noticed… AI is everywhere in B2B these days. From automated email sequences and AI-written messaging to chatbots, intent data, and predictive scoring, outbound outreach has become faster, cheaper, and more scalable than ever before. So it’s no surprise that many businesses are asking a big question: ‘Are human SDRs becoming obsolete?’ Or […]

Why Voice Is Making a Comeback in High-Value Enterprise Sales

23rd February 2026

For years now, B2B sales strategies have leaned heavily into digital-first engagement. This includes email sequences, LinkedIn outreach, intent data and AI-driven personalisation, which are all designed to scale activity and reach decision-makers efficiently. We aren’t saying that this approach doesn’t have it’s place, but in high-value enterprise sales, something interesting is happening. As deals […]

Image showing sound lines, depicting the importance of the human voice in B2B Outsourced Sales

When It Feels Like The World Runs On AI, The Human Touch Wins

2nd February 2026

If it feels like B2B marketing is running at full sprint with AI right now, you’re not imagining it. Automation tools, AI-generated content, predictive analytics, chatbots and sequencing platforms are everywhere. Every business is trying to move faster, scale quicker, and do more with less. In many ways, it feels like we’re all running the […]