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 apart in big moments. The same is true for Voice of the Customer (VoC) data.…

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 Scores (NPS), but somehow, customer retention rates remain flat, complaints persist, and leadership starts questioning…

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 of us at Proactive Worldwide, thank you for being part of this journey. Celebrating Milestones…

You understand the importance of Voice of Customer (VOC) insights. They are the backbone of improving your customer experience, refining your products, and staying ahead in a competitive B2B landscape. But as you set out to build an internal VOC team, you may find it’s much harder than it seems. Staffing a B2B VOC team…

In my experience, understanding customers deeply gives businesses a real edge. At Proactive Worldwide, I see VOC work as more than just a strategy—it’s the backbone of delivering products and services that truly resonate with customers, improving overall satisfaction, and driving loyalty. Building a well-structured panel is the key to gathering continuous, actionable insights that…

Throughout my career in B2B market research, I’ve noticed a common thread: companies often struggle to articulate the essence of their customer experience. Amidst the sea of data and complex strategies, there’s a deceptively simple question that can cut through the noise and reveal profound insights: “In one sentence, can you define what your customer…

As an expert in B2B market research, I’ve observed the increasing importance of Voice of Customer (VOC) research in understanding customer needs and preferences. This understanding is crucial for business success, yet many companies struggle with significant challenges. These issues can disrupt strategies, result in missed opportunities, and create a disconnect between what businesses offer…

At Proactive Worldwide, our extensive experience conducting Voice of Customer (VOC) surveys across diverse markets highlights the distinct challenges inherent in B2B environments and underscores the need for a specialized approach. Each survey you conduct is more than a methodological process; it’s a strategic tool designed to unlock pivotal business insights that can reshape industries…

Across my career, I have had the opportunity to work on hundreds of business-to-customer (B2C) and business-to-business (B2B) voice-of-customer (VOC) research projects. Conducting research where you talk with customers who are a part of a panel and are talking about their emotional reaction to products (most B2C VOC research) is very different than convincing professionals…