Testimonials capture praise. Our work uncovers the deeper patterns behind why customers choose you. Those patterns become the foundation for clearer messaging, more consistent sales conversations, and marketing that attracts more of the customers you want.
More than a testimonial
Organizations I’ve worked with
Voice of the Customer
A Voice of the Customer Sprint is a focused research and messaging engagement designed to uncover what your best customers value most and turn those insights into language your sales and marketing teams can use to attract more of the right customers.
How it works
I interview up to six of your customers as an independent third party to understand what they value most, why they chose you, and the language they naturally use to describe your company. I then find the patterns that matter and turn them into a Strategic Messaging Document your sales and marketing teams can use to communicate more clearly and consistently.
This engagement includes
Project kickoff call to understand your goals
Client interview preparation and coordination
Up to six 60-minute customer interviews
Individual transcript review and analysis
Cross-interview qualitative analysis and synthesis
Customer language and testimonial extraction
Strategic Messaging Document
90–120 minute leadership presentation and activation discussion
Typical timeline
4–6 weeks
Please note: Customer interviews are conducted virtually and are used for research and messaging development. Professional video production is available as an additional scope.
FAQ
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An outside interviewer brings fresh perspective, focused curiosity, and no stake in a particular answer. That creates room to follow unexpected threads, hear what customers really mean, and recognize patterns that can be difficult to see from inside the business.
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The Strategic Messaging Document distills the strongest themes from the interviews into a concise, practical reference your team can actually use. It captures the value propositions your customers care about most, the language they naturally use, key differentiators, proof points, and guidance for how to talk about those ideas clearly.
Rather than a research deck that gets reviewed once and filed away, it becomes a shared foundation for how your company communicates across sales, marketing, customer communications, speaking engagements, media interviews, executive thought leadership, and more. Everyone is working from the same core language, no matter who is creating the work or representing the brand.
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We start by looking together at your actual customers from the past 12–24 months and identifying the patterns that make certain relationships especially valuable. That might be the type of project, profitability, ease of collaboration, potential for repeat work, a particularly strong outcome, or simply the kind of customer you want more of.
From there, we choose the people who can give us the most useful perspective. Sometimes that’s the customer with the strongest relationship. Sometimes it’s the project with the clearest before-and-after story, even if the customer isn’t the most obvious personality fit.
The goal is to be intentional about who we hear from so the insights are grounded in the kind of work and customers you want to attract more of.
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You’ll leave the Sprint with a clear messaging foundation your team can begin using right away. If you want help turning those insights into the next piece of work, I also offer additional consulting and production services.
That can include case studies, content strategy, executive thought leadership, website and sales messaging, communications strategy, brand campaigns, and professionally produced customer testimonial videos.
Case Study: Clearcover
Building a distinctive brand voice in a crowded, commoditized industry required more than a great tagline. We combined quantitative research with insights from more than 50 in-depth customer conversations to understand what Clearcover customers valued, how they talked about it, and what differentiated the brand. The resulting Strategic Messaging Guide became the foundation for work across the business, including:
Customer personas
Social media content
Customer communications
Performance marketing assets
Website copy + creative
Training materials for new employees
Internal and external sales collateral
Video testimonials
A Hulu commercial
Jorge Testimonial (click image to play video)
Brown Testimonial (click image to play video)
Hulu Commercial (click image to play video)