VOICE OF THE CUSTOMER (VoC) PROGRAMME
Voice of the Customer
Replace boardroom anecdotes with customer evidence in 2–3 weeks
A board‑ready Voice of the Customer (VoC) programme for B2B SaaS and PE‑backed firms. We run 15–30 structured executive interviews and turn them into decision‑grade insight your leadership and investors can trust – with around 90 minutes of your team’s time.
Strategic Value Identification
Churn Risk Assessment
Market Intelligence
We Support Your Most Critical Decisions
Our Voice of the Customer (VoC) programme is built for strategy, fundraising and M&A. Senior advisers conduct structured customer interviews and distil them into decision‑grade evidence – so leaders move with confidence in 2–3 weeks.
Where it helps most
For companies that take Customer Success seriously and want evidence, not anecdotes.
- Strategy – clarify value drivers, segment priorities, and where to focus product, pricing and Customer Success.
- Fundraising – evidence your NRR story with real customer proof: quotes and themes your board will trust.
- M&A / Commercial Due Diligence -validate the thesis with the target’s customers; surface churn risks and post‑close priorities before you sign.
How it works
A three‑week, adviser‑led process that turns 15–30 customer conversations into decision‑grade evidence.
Scoping
We align on your commercial goals, define customer segments, and design an interview framework that targets your most critical value and churn drivers.
Interviews
Senior advisers – not junior researchers – conduct one‑to‑one customer conversations to uncover loyalty triggers, friction points and switching risks.
Analysis & Synthesis
We analyse each interview for patterns, themes, and segment differences, quantifying what matters most and why - translating feedback into prioritised insights for you.
Readout & Recommendations
You receive a concise, board-ready report with clear recommendations and a 90-day action plan to guide strategy, product, customer success, or M&A/Investment decisions.
VOICE OF THE CUSTOMER OUTCOMES
What Changes After 3 Weeks
From conversations to decisions: clear insight, quantified churn risk and a 90‑day action plan your leadership can act on.
Clarity: What Customers Value
Top 5 loyalty drivers by segment.
Friction points that hurt satisfaction and expansion.
Where to focus product, service and Customer Success next.
Quote pack for internal comms and board decks.
Confidence: Churn Risk & Save-Plays
Early‑warning indicators and clearly identified at‑risk cohorts.
Renewal‑probability snapshot and revenue at risk.
Save‑plays with owners – who does what, by when.
Portfolio‑level view of common themes across opcos and business lines.
Action: Market & Growth Signals
Competitors your customers mention – and the angles that matter.
Pricing and packaging friction, with cues on willingness to pay.
Specific expansion opportunities (upsell, cross‑sell, new segment needs).
Emerging trends to inform your roadmap and go‑to‑market strategy.
What You Get
Everything you need - clear, concise, evidence‑based customer insight built from unfiltered customer truth that turns debate into decisions.
Executive Report
A concise, board‑ready report summarising retention themes, value drivers and a clear churn‑risk taxonomy, prioritised by impact with segment cuts where needed. Includes an optional five‑slide board appendix for your next board or investor meeting.
Live Readback & Q&A
A full readout with the senior advisers who interviewed your customers. We walk through findings, trade‑offs and next steps. Bring your leadership team – we stay for questions.
Transcripts & Quote Pack
Redacted verbatims that bring customer truth to life, with highlighted proof points you can reuse in internal communications and board materials.
Subscriptions / Pricing Overview
Flexible programmes to stay close to your customers. All options include 15–30 customer interviews, an executive report, board appendix, live readback and transcript/quote pack.
One‑off VoC sprint
from £10k
Ex VAT
Ideal when you need quick clarity on one customer segment to guide pricing, retention, or roadmap priorities.
- 15–30 interviews
- Full report & NPS
- Live Readback & Q&A
- Delivered in 2–3 weeks
Biannual customer pulse
£20k - £30k
Ex VAT
For leadership teams running strategy or budgeting cycles who want a mid-year and year-end customer read.
- Two waves per year
- 15–30 interviews
- Full report & NPS
- Progress tracker and follow‑up readouts
Portfolio VoC programme
Call Us
For multi-company or multi-product organisations needing like-for-like VoC across opcos, product lines, or regions, using a pooled credit model.
- Same core deliverables as other plans
- Multiple business lines/companies per year
- Portfolio‑level synthesis and readout
Ready to Unlock Customer Insights?
Whether you’re developing strategy, preparing for investment or evaluating M&A opportunities, our Voice of the Customer (VoC) service provides the evidence you need to make confident decisions.
Book a 30‑minute VoC call with a Lighthouse partner and we’ll map where a VoC sprint would de‑risk your plans and what a project could look like for your business.
Frequently Asked Questions
Often, yes. For a single segment/persona, themes typically saturate at 12–15. We step up to 20–30 when you need cuts by segment, region, or persona, or when variance is high.
2–3 weeks end-to-end. Scoping (Days 0–3), interviews (Days 4–14), analysis (Days 15–18), and readout (Days 19–21). Customer availability is the only variable.
No. Interviews are 30 minutes and scheduled around your customers. Outreach is flexible – we’ll agree the best model with you (from your team, from us, or a hybrid). We handle consent and logistics. Your team’s time is typically ~60–90 minutes across scoping and the readout.
We agree the target list, then we handle outreach (from you or us). Incentives are optional; for B2B execs a respectful ask and tight 30-minute slot usually suffice.
GDPR-compliant consent, optional redaction, and UK/EU data handling. We can work under your DPA/NDA and provide a data-handling note for legal.
Projects start from £10,000 for 15 interviews and scale in blocks of five (typical max 30). Subscription discounts for biannual and quarterly programmes; pooled credits available for portfolio/multi-BU plans.
Use analytics to see what users do, surveys to track how many feel a certain way, and interviews to learn why, and what to do next. We can add a follow-on pulse to track themes over time.
Yes best fit is B2B SaaS/tech and tech-enabled services where renewals matter. We also support PE/VC portfoliowork and multi-product organisations. For one-off, transactional businesses, a different approach may be better.
Ask for the rush option (as quick as 10 business days, subject to availability). Timelines depend on client readiness and customer availability. If you can expedite approvals, contact lists, and intros, we can move faster.
Yes – included as standard. We capture NPS/loyalty pulse in every project for context, but the emphasis is on the why behind renewal, churn, and expansion.
All interviews are run by senior Lighthouse advisers with strategy and M&A experience – not junior researchers or call‑centre staff. That means conversations stay focused on value drivers, renewal decisions and growth opportunities.
Best fit is B2B SaaS, tech and tech‑enabled services where renewals and NRR really matter, and for PE/VC portfolio companies. For very high‑volume, transactional businesses we may recommend a different research approach – we’re happy to advise.