Voice of Customer

Digital Solutions Company Strengthens Competitive Positioning with Real Voice-of-Customer Insights

Sedulo GroupCase Studies

The Situation
____________

A digital solutions company aimed to enhance its competitive positioning by better understanding factors behind lost deals within the SMB restaurant market. Specifically, the client wanted clear insights into customer decision-making processes and detailed knowledge about competitor pricing, messaging, features, and differentiation influencing customer choices.

The Solution
____________

Sedulo Group leveraged its deep expertise in voice-of-customer programs to create a comprehensive Loss Analysis Survey tailored to the client’s unique objectives. The strategic approach included:

Collaborative Survey Design

  • Worked closely with the client to refine survey objectives and develop questions capturing critical insights.
  • Conducted stakeholder interviews to ensure alignment and completeness of survey topics.
  • Optimized the final survey for clarity, relevance, and maximum response rate.

Survey Execution & Administration

  • Administered the survey to over 1,000 lost customer prospects provided by the client to achieve a robust response.
  • Offered targeted incentives ($25) to maximize participation, securing responses from 120 qualified respondents (primarily SMB restaurants with 10-50 locations).

Comprehensive Analysis and Reporting

  • Analyzed survey data to extract actionable insights addressing key research topics, including:
    • Decision factors
    • Pricing comparisons
    • Sales process effectiveness
    • Competitor influence and relationships
    • Marketing effectiveness and brand awareness
    • Product/service gaps
  • Delivered detailed findings through:
    • A raw data set
    • An executive dashboard highlighting strategic insights
    • A comprehensive final report featuring segmented data, clear visualizations, and strategic recommendations

The Success
____________

The detailed Loss Analysis Survey provided the client with valuable, actionable insights, enabling informed strategic decisions and enhanced competitive positioning. Key outcomes included:

  • Clear understanding of competitor strengths, weaknesses, and specific factors influencing lost opportunities.
  • Strategic insights enabling targeted improvements in pricing, messaging, and product functionality.
  • Increased clarity around customer needs and decision-making processes, strengthening future competitive engagements.

With Sedulo Group’s insights, the digital solutions company confidently refined its approach, directly addressing competitive gaps and significantly improving future market positioning.