Voice of Customer (VoC) User Conference Interviews

User conferences are a great opportunity to conduct Voice of the Customer (VoC) interviews.  Many VoC programs struggle because it is hard to recruit customers to participate in interviews.  User Conferences have a captive audience of well qualified candidates.  With a properly structured program you can gain valuable insights into your marketing messages, positioning, value equations and sales practices.

The Win-Loss Agency provides a turnkey solution that you can plug into your conference program.

Why Choose the Win-Loss Agency?

  • The Win-Loss Agency offers a turnkey solution for conducting a comprehensive Voice of the Customer interview program at your next conference
    • Outsource all project preparation, interview recruitment, interviewing, and analysis
    • Fixed price based on your requirements
    • Team with years of experience in conduct Win-Loss and market research projects
  • The Win-Loss Agency offers a turnkey solution for conducting a comprehensive Voice of the Customer interview program at your next conference

Why conduct VoC Interviews at Conference?

  • Recruiting participants is hard
    • Most VoC programs struggle to recruit participants
    • Not worth customer’s time to interrupt their schedule for a vendor interview
    • User conferences provide a captive audience of qualified candidates
  • Companies struggle to collect actionable user feedback during conferences
    • There are lots of customer conversations with sales and marketing employees
    • Discussions are not usually structured and not all key questions get asked
    • Feedback is not consistently collected and documented
  • Customers are often reticent to fully share their feedback with company employees
    • Don’t want to embarrass or confront company employees with negative feedback
    • Most employees are not well trained in interviewing techniques.

VoC User Conference Program Overview

  • Project Preparation
    • Kickoff
    • Draft/Approve Program Materials
    • Brief Interviewers
  • Recruit Interviewees
    • Draft emails and email sequences
    • Add callout to conference website
    • Execute email campaign
    • Confirm interview appointments
  • User Conference
    • Confirm interview location logistics
    • Send interview confirmation reminders
    • Conduct Interviews
    • Send interview incentive payments
    • Transcribe interviews
  • Final Report
    • Analyze transcripts
    • Produce final report
    • Brief team on learnings