Voice of Customer: An Enterprise Technology Use Case

How Voice of Customer Informed a Clearer Go-To-Market Direction

In recent months, I led a Voice of Customer (VoC) engagement for a global technology provider operating in the energy and industrial processing space. The organization offers a digital performance platform used by complex, asset-intensive environments, with customers at varying levels of maturity and adoption.

The objective of the project was not to validate satisfaction scores. It was to understand how the platform is truly experienced across different customer types and translate that understanding into clearer strategic direction for the business.

Building a Full View of the Customer Journey

The VoC program was designed to capture perspectives from:

➡️Long-standing, renewed customers

➡️Early-stage and growing accounts

➡️Former customers who had discontinued use

This approach allowed us to map the full customer journey, from initial adoption through long-term value realization, and to understand how expectations, needs, and success factors differ by customer segment.

Through in-depth interviews, several consistent themes emerged. While the platform’s core value and technical capabilities were broadly validated, customers experienced that value differently depending on factors such as operational maturity, internal capabilities, and enablement levels.

From Insight to Strategic Clarity

One of the most important outcomes of the project was identifying where the platform delivers the strongest long-term success and where friction tends to emerge. These insights helped leadership move beyond a one-size-fits-all view of the market.

The work clarified:

💡Which customer profiles are best positioned to realize sustained value - and which are not. 

💡How customer expectations shift across different stages of the journey

💡Where internal assumptions diverged from customer reality

Rather than generating abstract insights, the VoC findings translated directly into practical, decision-ready outputs.

Key Outcomes

The engagement delivered:

☑️A refined Ideal Customer Profile and anti-ICP framework

☑️Clear segmentation based on customer maturity and value realisation

☑️Heatmap of Feature Value Across Current Capabilities and Future Roadmap

☑️Account-level recommendations to strengthen adoption and retention

☑️Strategic priorities to support a more focused and scalable go-to-market approach

Importantly, these outputs helped align leadership around a shared understanding of where to focus, what to protect, and what to adjust as the platform evolves.

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