---
title: "Voice of Customer: An Enterprise Technology Use Case"
description: Learn how to run effective B2B Voice of Customer (VoC) interviews with proven best practices to uncover insights, improve GTM strategy, and drive growth.
image: https://www.infinityn.com/hubfs/Blog%20Banners%20(20).png
---
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1 min read
# Voice of Customer: An Enterprise Technology Use Case
[.png) Barbi Somogyi](https://www.infinityn.com/articles-and-news/author/barbara-somogyi) : Published December 19, 2025 Updated January 5, 2026
[Account-Based Go-To-Market](https://www.infinityn.com/articles-and-news/tag/account-based-go-to-market) [Voice Of Customer](https://www.infinityn.com/articles-and-news/tag/voice-of-customer)
.png)
### 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.
*Ready to run Voice of Customer interviews that actually drive outcomes?*
*Whether you’re looking to run them in-house or want an expert team to handle it for you, we can help.*
[Contact Us to learn more](https://www.infinityn.com/contact-us)
[.png)](https://www.infinityn.com/articles-and-news/voice-of-customer-your-shortcut-to-a-sharper-go-to-market)
#### [Voice of Customer: Your Shortcut to a Sharper Go-To-Market](https://www.infinityn.com/articles-and-news/voice-of-customer-your-shortcut-to-a-sharper-go-to-market)
[.png?width=30&name=ANDRIS%20(6).png) Barbi Somogyi](https://www.infinityn.com/articles-and-news/author/barbara-somogyi) : Jul 10, 2025, 8:53:34 AM
Learn how to run effective B2B Voice of Customer (VoC) interviews with proven best practices to uncover insights, improve GTM strategy, and drive...
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Voice of Customer reveals where product effort creates real value, helping teams focus roadmap, priorities, and resources where they matter most.
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