There’s a saying I’ve come to believe deeply: your customers feel market shifts before your analysts see them. Voice of Customer (VoC) isn’t just about satisfaction — it’s about foresight. Customers often sense competitive moves, pricing shifts, and unmet needs…

One of the most overlooked truths in business is that your partners often know exactly what they want; you just have to ask the right questions and listen carefully to the answers. When I was tasked with exploring interest in…

I’ve learned that even the best product on paper can stumble if it’s not priced and positioned correctly. Not long ago, I partnered with a global industrial manufacturer preparing to launch a premium fuel system component designed to solve a…

When I first started working with Voice of the Customer (VoC) programs, I was captivated by the promise of uncovering deep customer insights. Like many, I believed sending a well-designed survey was half the battle. The other half? Simply waiting…

Running a Voice of Customer (VoC) program without emotional intelligence is a bit like trying to tune an old radio with a broken dial. You might catch bits of the song; the static might fade momentarily, but you never quite…

If Moneyball taught us anything, it’s that numbers don’t always tell the full story. Sure, a batting average can tell you how often a player gets on base, but it won’t tell you if they thrive under pressure or fall…

After nearly three decades in customer insights, I’ve seen far too many companies invest in Voice of the Customer (VoC) programs only to be frustrated by the lack of tangible results. You collect feedback, analyze data, and track Net Promoter…

As 2024 comes to a close, I find myself reflecting on an extraordinary year for Proactive Worldwide. It’s been a year of growth, innovation, and recognition—one made possible by the unwavering support of our customers, colleagues, and friends. From all…