Voice of customer (VOC)

Voice of customer Agency Consulting firm Experts Specialists Consultancy

Identify your customers’ expectations to make the right decisions

For more than 30 years, our specialized team has been supporting companies in their voice of customer projects to guide their strategic decisions, whether testing a new concept with potential customers, gathering opinions from existing customers, or refining a development strategy.

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    They trust us

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    The key success factors of a voice of customer

    The Voice of Customer (VOC) is a methodology based on listening to the market and to customers, whether they are existing customers of an existing offering, or potential customers of a new offering. It involves gathering and understanding their opinions, feelings, perceptions, needs, experience, etc. to guide the development of a product/solution, refine a concept or validate a marketing strategy. When applied to an innovation, a Voice of Customer is based on several key success factors:

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      How we support you in your voice of customer projects

      Alcimed has been supporting its customers for nearly 30 years in their innovation and new market development projects, and regularly uses “Voice of customer” (VOC) approaches in its projects.

      The diversity of our clients (large industrial groups, SMEs, start-ups, institutions, etc.), the geographic areas we explore, the sectors in which we operate (healthcare, agri-food, aerospace and defense, energy-environment, mobility, chemistry-materials, cosmetics, etc.) and the types of projects we develop, gives us in-depth expertise in Voice of customer (VOC) methodologies.

      What they say

      • TCV_Chiesi_miniature_site_EN_min
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        Federico Bianco

        Head of the Special Care Unit

      • TCV_schneider_miniature_site_EN_min
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        Hervé DUJARDIN

        Innovation & technology Director

      • TCV_Renault_trucks_miniature_site_EN_min
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        Laurent Javey

        Services & Network Development Director, France

      Examples of recent voice customer projects carried out for our clients

      • Development of a “Smart Monitoring” offer via a Voice of customer (VOC) approach

        We supported an industrial player in building its Smart Monitoring offer and the deployment of this offer via an iterative approach collecting the “voice of the customer”.

        Our team first carried out a benchmark of existing “Smart Monitoring” offers on the market, allowing us to build a first draft of a differentiating offer for the company. We then identified potential customers and then interviewed them in order to collect their needs and expectations, and pre-tested the first arguments. Then, 10 successive meetings with potential customers were organized to test their receptivity in order to refine the offer in an iterative manner. Alcimed also created promotional material for our client’s teams:  visual presentation of the offer, associated sales pitch, and an interactive video.

        Ultimately, our client was able to finalize the development of its offer and identify many commercial leads to follow once its offer has been marketed.

      • Identification of the needs of potential customers for a new production offer in the field of biotech

        For one of our clients, we conducted a study with a VOC approach of the needs of potential customers in the biotech field concerning the establishment of a production platform for therapeutic peptides.

        After an initial phase of identifying key quantitative market data and understanding the competitive context, we collected the voices of potential customers. This made it possible to confirm that there was a market for such a platform, to identify the best positioning for our client and to better understand the key needs of its customers, which could be used as marketing levers.

        With the results of our study, our client was able to build an offer better suited to the needs of its customers and differentiating from the competition.

      • Validation of market interest for a new product and identification of marketing levers

        We supported an aeronautics player in its desire to accelerate market access for low-power fuel cells by in-depth analysis of certain segments of interest (drones, armored vehicles, ground radars, generators of power for helicopters and business jets, and ground power generators).

        After a quick bibliographical analysis and an analysis of the international competitive environment of the company, the heart of our intervention consisted in collecting the “voice of customers” in a VOC approach and thus to exchange with more than 20 key industrial players of these sectors in order to identify the applications of priority interest for this technology, the maturity of these applications, and the associated time to market.

        Ultimately, with this data our client was able to confirm that there was a real interest in this technology and that it was urgent to accelerate its maturation on certain key applications. Discussions with customers also showed that our client was unknown to the players on this subject and that it was necessary for him to engage in marketing actions with these segments and the customers with whom we spoke.

      • Investigation of the PCA market and identification of key success factors for a new innovative solution

        Alcimed supported one of its clients in the aeronautics sector with the analysis of the PCA (pre-conditioned air) market. As our client was used to communicating only with its direct customers, the aircraft manufacturers, it wanted to understand its end users, the airlines, and submit a new innovative solution to them.

        Our investigation therefore focused on discussions with these users and made it possible to obtain key information on their practices, their feedback, their satisfaction, their needs, and their pain points. Beyond market data and a receptivity analysis on the new innovative solution proposed by our client, feedback from the field also prompted a new product idea to be developed.

        Following our mission, our client established a joint venture with one of his clients and is now successfully selling a new product.

      • Identification and testing of new services to decarbonize HGV fleets

        Our team helped an international automotive equipment manufacturer to explore new services to support road transport operators in their decarbonization process. These services had to be rapidly activating for existing and potential customers.

        To help our customers identify these ‘quick wins’, we launched a Voice of the Customer. The aim was to understand the level of maturity of current and potential customers with regard to the decarbonization of their fleets, and the irritants and obstacles encountered, so as to devise new services based on these needs and expectations.

        On the basis of feedback from the field, we were able to propose a new customer segmentation with updated personas and define the outlines of new services tailored to each person. Finally, we were able to update and refine the service development roadmap to better meet the sector’s expectations.

      • Evaluation and receptivity testing of a new offering with potential customers

        Our team worked with an international player in the electricity sector on extending its activities, particularly on selling connected digital services to potential customers.

        Our client wanted to test and evaluate the receptiveness of potential customers to such a new offering. We therefore launched a Voice of the Customer survey to gain a better understanding of the expectations and needs of the target industrial customers in terms of connected services. This approach also enabled us to identify new opportunities that could enhance the offering already under development.

        As a result, our customer obtained the information needed to adjust its new offering to meet the target market’s needs and ultimately convert a higher proportion of potential customers into customers.

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        Tell us about your uncharted territory

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