Voice of the Customer Research | SIS International<\/title>\n <meta name=\"description\" content=\"SIS International designs Voice of the Customer programs including win\/loss interviews, churn analysis, key account reviews, NPS and CES tracking, and requirement prioritization research across 135+ countries.\">\n <meta property=\"og:title\" content=\"Voice of the Customer Research | SIS International\">\n <meta property=\"og:description\" content=\"Ongoing VOC programs with win\/loss analysis, churn interviews, key account reviews, and quarterly intelligence packages. 40+ years across 135 countries.\">\n <meta property=\"og:type\" content=\"website\">\n <style>\n html,body{margin:0;padding:0;width:100%;overflow-x:hidden;font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;background-color:#fff;scroll-behavior:smooth}\n #sis-hero-master-container{box-sizing:border-box;width:100%;min-height:80vh;display:flex;justify-content:center;align-items:center;position:relative;padding:80px 10%;background:linear-gradient(90deg,#fff 0%,#f9fafb 50%,#fff 100%)}\n .sis-hero-inner-grid{max-width:1300px;width:100%;display:grid;grid-template-columns:1.1fr .9fr;gap:60px;align-items:center;z-index:1}\n .sis-hero-content{opacity:0;animation:sisFadeInUp 1s ease-out forwards}\n .sis-hero-tag-pill{display:inline-flex;padding:8px 18px;font-size:12px;text-transform:uppercase;letter-spacing:.15em;font-weight:700;color:#bd8f13;background:rgba(189,143,19,.1);border:1px solid rgba(189,143,19,.4);border-radius:9999px;margin-bottom:25px}\n .sis-hero-title{font-size:clamp(2.2rem,4.5vw,3.5rem);font-weight:800;line-height:1.1;margin:0 0 30px 0;background:linear-gradient(110deg,#0f172a 0%,#bd8f13 50%,#0f172a 100%);background-size:200% auto;-webkit-background-clip:text;-webkit-text-fill-color:transparent;animation:sheen-shift 8s linear infinite}\n .sis-hero-subheading{font-size:1.15rem;color:#475569;line-height:1.8;max-width:650px;border-left:4px solid #bd8f13;padding-left:25px}\n .sis-hero-image-wrap{position:relative;opacity:0;animation:sisFadeInRight 1.2s ease-out forwards .3s}\n .sis-hero-img-frame{width:100%;height:auto;border-radius:20%;object-fit:cover;aspect-ratio:1\/1;border:10px solid #fff;box-shadow:0 25px 50px -12px rgba(0,0,0,.15);position:relative;z-index:2;transition:transform .6s cubic-bezier(.165,.84,.44,1)}\n .sis-hero-image-wrap:hover .sis-hero-img-frame{transform:scale(1.03)}\n .sis-hero-image-wrap::before{content:\"\";position:absolute;inset:-15px;border:3px solid #bd8f13;border-radius:22%;z-index:1;opacity:.5;animation:organicMorph 10s ease-in-out infinite alternate}\n .animated-insights{padding:100px 20px;background-color:#f1f5f9}\n .container{max-width:1200px;margin:0 auto}\n .header{display:flex;flex-direction:column;align-items:center;text-align:center;margin-bottom:60px}\n .badge{order:-1;text-transform:uppercase;letter-spacing:2px;font-size:11px;font-weight:800;color:#bd8f13;background:rgba(189,143,19,.1);padding:5px 15px;border-radius:50px;margin-bottom:20px}\n .header h2{font-size:clamp(2rem,5vw,2.8rem);color:#0f172a;margin:0}\n .header h2 span{color:#bd8f13}\n .bento-grid{display:grid;grid-template-columns:repeat(auto-fill,minmax(350px,1fr));gap:25px}\n .card{background:rgba(255,255,255,.8);backdrop-filter:blur(10px);padding:40px;border-radius:24px;border:1px solid #e2e8f0;transition:all .4s ease}\n .card:hover{transform:translateY(-10px);box-shadow:0 20px 40px rgba(0,0,0,.05);border-color:#bd8f13}\n .card h3{color:#1e293b;margin-bottom:15px;font-weight:700}\n .card p{color:#64748b;line-height:1.7;font-size:.95rem}\n .sis-pas-widget{--bg-main:#fff;--card-bg:#f3f4f6;--text-black:#000;--sis-gold:#bd8f13;--sis-slate:#0f172a;--glow-shadow:0 0 0 1px var(--sis-gold),0 15px 35px rgba(189,143,19,.15);background-color:var(--bg-main);padding:100px 20px;width:100%}\n .sis-pas-widget .pas-container{max-width:1200px;margin:0 auto}\n .sis-pas-widget .pas-header{text-align:center;margin-bottom:70px;display:flex;flex-direction:column;align-items:center}\n .sis-pas-widget .tech-badge{display:inline-flex;align-items:center;gap:8px;font-family:ui-monospace,SFMono-Regular,Menlo,Monaco,Consolas,monospace;font-size:11px;font-weight:700;letter-spacing:2px;color:var(--sis-slate);background:rgba(15,23,42,.04);border:1px solid rgba(15,23,42,.1);padding:6px 16px;border-radius:50px;margin-bottom:24px}\n .sis-pas-widget .live-dot{width:6px;height:6px;background:var(--sis-gold);border-radius:50%;animation:pulse-gold 2s infinite}\n @keyframes pulse-gold{0%{box-shadow:0 0 0 0 rgba(189,143,19,.4)}70%{box-shadow:0 0 0 6px rgba(189,143,19,0)}100%{box-shadow:0 0 0 0 rgba(189,143,19,0)}}\n .sis-pas-widget .pas-header h2{font-size:clamp(32px,5vw,42px);font-weight:800;line-height:1.2;color:var(--sis-slate);max-width:800px;margin:0 auto;letter-spacing:-1px}\n .sis-pas-widget .cards-wrapper{display:grid;grid-template-columns:repeat(auto-fit,minmax(320px,1fr));gap:30px}\n .sis-pas-widget .pas-card{background-color:var(--card-bg);border-radius:24px;padding:40px;display:flex;flex-direction:column;box-shadow:0 10px 30px rgba(15,23,42,.03);border:1px solid rgba(15,23,42,.05);transition:all .4s cubic-bezier(.165,.84,.44,1)}\n .sis-pas-widget .pas-card:hover{transform:translateY(-8px);box-shadow:var(--glow-shadow)}\n .sis-pas-widget .card-kicker{font-size:11px;font-weight:800;text-transform:uppercase;color:var(--sis-gold);letter-spacing:2px;margin-bottom:6px}\n .sis-pas-widget .card-sub-kicker{font-size:13px;font-weight:700;color:var(--sis-slate);margin-bottom:12px;letter-spacing:.5px}\n .sis-pas-widget .card-title{font-size:26px;font-weight:800;margin-bottom:16px;line-height:1.2;letter-spacing:-.5px;background-image:linear-gradient(110deg,var(--sis-slate) 0%,var(--sis-gold) 50%,var(--sis-slate) 100%);background-size:200% auto;-webkit-background-clip:text;-webkit-text-fill-color:transparent;animation:sheen-shift 8s linear infinite}\n .sis-pas-widget .card-desc{font-size:15px;color:var(--text-black);line-height:1.6}\n .pas-solution-section{background:linear-gradient(90deg,#0b4e80 0%,#032b47 100%);padding:8rem 2rem;color:#fff;overflow:hidden}\n .solution-container{display:flex;flex-direction:column;gap:4rem;max-width:1200px;margin:0 auto;position:relative;z-index:2}\n .solution-title-wrapper{flex:1;position:sticky;top:4rem;padding-left:2rem}\n .solution-title-wrapper::before{content:'';position:absolute;left:0;top:0;bottom:0;width:4px;background:#bd8f13;border-radius:4px;box-shadow:0 0 20px rgba(189,143,19,.6)}\n .solution-kicker{display:inline-flex;align-items:center;gap:8px;font-family:ui-monospace,SFMono-Regular,Consolas,monospace;font-size:11px;font-weight:700;letter-spacing:2px;color:#e0e7ff;text-transform:uppercase;margin-bottom:1.5rem;background:rgba(255,255,255,.1);padding:4px 12px;border-radius:20px;border:1px solid rgba(255,255,255,.2)}\n .solution-kicker .sol-dot{width:6px;height:6px;background:#60a5fa;border-radius:50%;animation:pulse-blue 2s infinite}\n @keyframes pulse-blue{0%{box-shadow:0 0 0 0 rgba(96,165,250,.6)}70%{box-shadow:0 0 0 6px rgba(96,165,250,0)}100%{box-shadow:0 0 0 0 rgba(96,165,250,0)}}\n .solution-title-wrapper h3{font-size:clamp(2.25rem,4.5vw,3.25rem);font-weight:800;line-height:1.15;letter-spacing:-.02em;color:#fff}\n .solution-title-wrapper .brand-gold{background-image:linear-gradient(110deg,#dca826 0%,#9e7505 50%,#dca826 100%);background-size:200% auto;-webkit-background-clip:text;-webkit-text-fill-color:transparent;animation:sheen-shift 6s linear infinite}\n .solution-list-wrapper{flex:1.2}\n .futuristic-list{display:flex;flex-direction:column;gap:1.5rem;position:relative}\n .futuristic-list::before{content:'';position:absolute;left:24px;top:20px;bottom:20px;width:2px;background:linear-gradient(to bottom,transparent,rgba(189,143,19,.6),transparent);z-index:1}\n .future-item{position:relative;padding-left:4.5rem;display:flex;flex-direction:column;justify-content:center;z-index:2}\n .future-node{position:absolute;left:0;top:50%;transform:translateY(-50%);width:50px;height:50px;background:rgba(8,85,137,.4);border:1px solid rgba(189,143,19,.4);border-radius:50%;display:flex;align-items:center;justify-content:center;font-family:ui-monospace,SFMono-Regular,Consolas,monospace;font-weight:700;color:#bd8f13;font-size:1.1rem;backdrop-filter:blur(8px);transition:all .4s cubic-bezier(.165,.84,.44,1);z-index:3}\n .future-content{background:rgba(255,255,255,.05);border:1px solid rgba(255,255,255,.1);padding:2rem;border-radius:16px;backdrop-filter:blur(12px);-webkit-backdrop-filter:blur(12px);transition:all .4s cubic-bezier(.165,.84,.44,1);position:relative;overflow:hidden}\n .future-content::before{content:'';position:absolute;top:0;left:-100%;width:50%;height:100%;background:linear-gradient(to right,transparent,rgba(255,255,255,.08),transparent);transform:skewX(-25deg);transition:left .7s ease}\n .future-item:hover .future-node{background:#bd8f13;color:#032035;box-shadow:0 0 20px rgba(189,143,19,.5),0 0 0 8px rgba(189,143,19,.15);transform:translateY(-50%) scale(1.1)}\n .future-item:hover .future-content{background:rgba(255,255,255,.1);border-color:rgba(189,143,19,.4);transform:translateX(10px);box-shadow:0 10px 30px rgba(0,0,0,.15)}\n .future-item:hover .future-content::before{left:200%}\n .future-item:hover .future-content strong{color:#bd8f13}\n .future-content strong{display:block;color:#fff;font-size:1.25rem;font-weight:700;margin-bottom:.5rem;letter-spacing:-.01em;transition:color .3s ease}\n .future-content p{color:#e2e8f0;font-size:1.05rem;line-height:1.6;margin:0}\n .animate-on-scroll{opacity:0;transform:translateY(30px);transition:opacity .8s cubic-bezier(.165,.84,.44,1),transform .8s cubic-bezier(.165,.84,.44,1)}\n .animate-on-scroll.visible{opacity:1;transform:translateY(0)}\n @keyframes organicMorph{0%{transform:rotate(0deg);border-radius:22% 25% 20% 24%}50%{transform:rotate(3deg) scale(1.05);border-radius:28% 20% 26% 20%}100%{transform:rotate(-3deg) scale(.95);border-radius:20% 28% 22% 26%}}\n @keyframes sheen-shift{to{background-position:200% center}}\n @keyframes sisFadeInUp{from{opacity:0;transform:translateY(30px)}to{opacity:1;transform:translateY(0)}}\n @keyframes sisFadeInRight{from{opacity:0;transform:translateX(50px)}to{opacity:1;transform:translateX(0)}}\n @media(max-width:992px){.sis-hero-inner-grid{grid-template-columns:1fr;text-align:center}.sis-hero-subheading{margin:0 auto;border-left:none;border-top:4px solid #bd8f13;padding-top:20px;text-align:left}.sis-hero-image-wrap{max-width:450px;margin:40px auto 0}.sis-pas-widget .cards-wrapper{grid-template-columns:1fr}.sis-pas-widget .pas-card{padding:30px}.solution-container{flex-direction:column}.solution-title-wrapper{padding-left:1.5rem}.future-item{padding-left:0;padding-top:3.5rem}.futuristic-list::before{left:24px;top:0;bottom:0}.future-node{top:0;left:0;transform:none}.future-item:hover .future-node{transform:scale(1.1)}.future-item:hover .future-content{transform:translateY(-5px)}}\n @media(min-width:992px){.solution-container{flex-direction:row;align-items:flex-start;gap:6rem}}\n <\/style>\n<\/head>\n<body>\n\n<div id=\"sis-hero-master-container\">\n <div class=\"sis-hero-inner-grid\">\n <div class=\"sis-hero-content\">\n <div class=\"sis-hero-tag-pill\">Voice of the Customer Intelligence<\/div>\n <h1 class=\"sis-hero-title\">VOC Research That Tells You What the NPS Dashboard Cannot<\/h1>\n <p class=\"sis-hero-subheading\">\n A Net Promoter Score tells you whether a customer would recommend you. It does not tell you why your largest account is evaluating a competitor, why the prospect chose a rival after a 6-month sales cycle, or which product gap is costing the most renewal revenue. SIS International designs ongoing Voice of the Customer programs with structured interviews, win\/loss analysis, and churn research that produce quarterly intelligence packages product, sales, and service teams actually use.\n <\/p>\n <\/div>\n <div class=\"sis-hero-image-wrap\">\n <img decoding=\"async\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-goods-1.jpg\"\n alt=\"Voice of the Customer research: key account interview for churn prevention\"\n class=\"sis-hero-img-frame\">\n <\/div>\n <\/div>\n<\/div>\n\n<section class=\"animated-insights\">\n <div class=\"container\">\n <div class=\"header\">\n <span class=\"badge\">Program Components<\/span>\n <h2>Six VOC Research Methods for <span>Customer-Facing Teams<\/span><\/h2>\n <\/div>\n <div class=\"bento-grid\">\n <div class=\"card\">\n <h3>Win\/Loss Analysis Interviews<\/h3>\n <p>SIS interviews prospects who evaluated your product and chose a competitor, and prospects who chose you over alternatives. Each interview reconstructs the full decision process: how they built the shortlist, which evaluation criteria mattered most, when the deal tilted, and what the winning vendor did differently. Salesforce runs a structured win\/loss program because CRM disposition codes show “price” or “competitor” without explaining the actual decision. SIS win\/loss interviews consistently reveal that the stated reason and the real reason diverge. “Price” often means the buyer could not build the internal business case. “Competitor” often means the rival’s SE built a stronger technical relationship.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Churn and Attrition Interviews<\/h3>\n <p>SIS interviews customers who cancelled, downgraded, or failed to renew to reconstruct the decision timeline and isolate root cause. We separate product-driven churn (feature gaps, performance issues, integration failures) from relationship-driven churn (champion departure, account management gaps, unresolved support escalations) from economic churn (budget cuts, price sensitivity, competitive underbidding). A B2B SaaS client discovered through SIS churn research that their highest-volume cancellation cohort left not because of product dissatisfaction but because the internal champion who drove the original purchase left the organization. No process existed to rebuild the relationship with the successor.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Key Account Review Interviews<\/h3>\n <p>SIS conducts annual or semi-annual structured interviews with your most important accounts. The interview covers satisfaction with product performance, service delivery, account management, and competitive perception. We identify emerging risks before they surface in renewal negotiations: which competitors are being evaluated, which product gaps are being discussed internally, and what the account expects next. BMW and JPMorgan both use structured key account reviews because the account manager’s relationship report reflects what the contact says in conversation. An independent third-party interview captures what they say when speaking candidly.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>NPS, CES, and CSAT Tracking Programs<\/h3>\n <p>SIS designs quantitative tracking surveys that measure Net Promoter Score, Customer Effort Score, and satisfaction at specific touchpoints on a recurring cadence. But the score is the starting point, not the deliverable. SIS layers qualitative follow-up interviews on top of low scores and detractor responses to diagnose the root cause behind the number. A score drop from 42 to 35 is a signal. The interview that reveals the drop was driven by a billing system migration that doubled invoice processing time for the customer’s AP team is the intelligence.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Feature Prioritization and Requirement Research<\/h3>\n <p>Product teams receive feature requests from sales, support, and customers simultaneously. SIS designs MaxDiff and conjoint studies that force customers to make trade-offs between features, revealing which capabilities drive purchase and retention versus which are requested but do not influence the buying decision. A healthcare IT company used SIS requirement prioritization research to discover that the feature their sales team escalated most frequently (custom reporting dashboards) ranked sixth in actual buyer priority. The feature that ranked first (EHR integration with Epic and Cerner) was not on the product roadmap at all.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Competitive Perception and Switching Trigger Research<\/h3>\n <p>SIS interviews current customers and recent evaluators to map how they perceive your competitive positioning relative to named alternatives. We document what triggers an active evaluation: which product gap, service failure, or competitor action causes a satisfied customer to begin looking at alternatives. A professional services firm learned through SIS research that their clients did not begin competitor evaluations after a service failure. They began evaluations after seeing a competitor’s thought leadership content that reframed their category understanding. The switching trigger was intellectual, not operational.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<section class=\"sis-pas-widget\">\n <div class=\"pas-container\">\n <div class=\"pas-header animate-on-scroll\">\n <div class=\"tech-badge\">\n <span class=\"live-dot\"><\/span> CUSTOMER INTELLIGENCE\n <\/div>\n <h2>Three VOC Program Failures That Turn Customer Feedback into Shelf Decoration<\/h2>\n <\/div>\n <div class=\"cards-wrapper\">\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 01 \/\/<\/div>\n <div class=\"card-sub-kicker\">SCORES WITHOUT ROOT CAUSE DIAGNOSIS<\/div>\n <div class=\"card-title\">The Dashboard Worship Problem<\/div>\n <div class=\"card-desc\">The customer success team monitors NPS on a monthly dashboard. The score declines for two consecutive quarters. The team launches a “customer appreciation” campaign. The score does not recover. Nobody interviewed the detractors to understand what caused the decline. SIS designs VOC programs where every detractor response triggers a structured follow-up interview within 10 business days. The interview identifies the specific operational failure, product gap, or competitive comparison that generated the low score. The dashboard monitors the trend. The interview diagnoses the cause.<\/div>\n <\/div>\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 02 \/\/<\/div>\n <div class=\"card-sub-kicker\">INTERNAL ACCOUNT REVIEWS INSTEAD OF INDEPENDENT INTERVIEWS<\/div>\n <div class=\"card-title\">The Account Manager Filter<\/div>\n <div class=\"card-desc\">Account managers report that the relationship is strong, the client is satisfied, and renewal is expected. At renewal, the client announces they are moving to a competitor. The account manager’s report reflected what the contact said in friendly conversation. It did not capture that the contact’s CFO was running a cost-reduction review, that a competitor had conducted a proof-of-concept with the operations team, or that the product gap the contact mentioned in passing was actually a formal evaluation criterion. SIS conducts key account interviews independently, under confidentiality, with multiple stakeholders in the account, not just the primary contact.<\/div>\n <\/div>\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 03 \/\/<\/div>\n <div class=\"card-sub-kicker\">ONE-TIME RESEARCH INSTEAD OF CONTINUOUS PROGRAMS<\/div>\n <div class=\"card-title\">The Annual Survey Decay Problem<\/div>\n <div class=\"card-desc\">The company runs an annual VOC survey. The results inform the strategic plan in Q1. By Q3, customer needs have shifted, a competitor has repositioned, and the new feature that tested well in January no longer addresses the current pain point. SIS designs VOC as a continuous program with quarterly quantitative tracking, monthly win\/loss interviews, and semi-annual qualitative deep-dives. The intelligence stays current because the program refreshes faster than the market shifts. Annual research produces a snapshot. Continuous VOC produces a moving picture.<\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<section class=\"pas-solution-section\">\n <div class=\"solution-container\">\n <div class=\"solution-title-wrapper animate-on-scroll\">\n <div class=\"solution-kicker\">\n <span class=\"sol-dot\"><\/span> PRIMARY RESEARCH DELIVERABLES\n <\/div>\n <h3>What SIS Delivers to <span class=\"brand-gold\">Product, Sales, and Customer Success Teams<\/span><\/h3>\n <\/div>\n <div class=\"solution-list-wrapper\">\n <div class=\"futuristic-list\">\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">01<\/div>\n <div class=\"future-content\">\n <strong>Quarterly VOC Intelligence Packages<\/strong>\n <p>Quantitative tracking (NPS, CES, CSAT by touchpoint) combined with qualitative follow-up interviews on every detractor and at-risk response. Each package includes a trend analysis, root cause diagnosis for score changes, competitive perception shifts, and a prioritized action list for product, sales, and service teams.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">02<\/div>\n <div class=\"future-content\">\n <strong>Structured Win\/Loss Programs<\/strong>\n <p>15-20 buyer interviews per quarter covering won and lost deals. Each interview reconstructs the evaluation process, shortlist criteria, competitive comparison, and decision trigger. Delivered with pattern analysis across deal segments, deal size, and buyer persona to identify systemic win and loss drivers.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">03<\/div>\n <div class=\"future-content\">\n <strong>Churn Root Cause Analysis<\/strong>\n <p>Interviews with cancelled, downgraded, and non-renewed accounts reconstructing the decision timeline. Each churn event is classified by root cause type: product-driven, relationship-driven, or economic. The output is a churn driver matrix that customer success and product teams use to prioritize retention investments against the causes that cost the most revenue.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">04<\/div>\n <div class=\"future-content\">\n <strong>Independent Key Account Health Assessments<\/strong>\n <p>Semi-annual structured interviews with multiple stakeholders at your highest-value accounts, conducted independently under confidentiality. Each assessment identifies emerging competitive threats, unmet product needs, service gaps, and expansion opportunities that the account management relationship report may not surface.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<script>\n const observer = new IntersectionObserver((entries) => {\n entries.forEach(entry => { if (entry.isIntersecting) entry.target.classList.add('visible'); });\n }, { threshold: 0.15 });\n document.querySelectorAll('.animate-on-scroll').forEach(el => observer.observe(el));\n<\/script>\n\n<\/body>\n<\/html>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p class=\"has-text-align-center has-accent-color has-text-color has-link-color wp-elements-55ea7415170adc30ae38d0fc701de175\"><strong>THE SIS DIFFERENCE<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center has-global-color-9-color has-text-color has-link-color wp-elements-857f407cc2c3a7fe3a696a894085fe0a\" style=\"font-size:25px\"><strong><strong>Our service offerings include:<\/strong><\/strong><\/p>\n\n\n<div class='pt-cv-wrapper'> <h3 class='pt-cv-heading-container heading5' data-blockid='0i8f2on2'><span class='pt-cv-heading'> Recommended <\/span><\/h3><div class=\"pt-cv-view pt-cv-blockgrid iscvblock iscvreal list1 layout1 cveffect-darken pt-cv-left\" id=\"pt-cv-view-0i8f2on2\"><div data-id=\"pt-cv-page-1\" class=\"pt-cv-page\" data-cvc=\"2\"><div class=\" pt-cv-content-item pt-cv-2-col\" data-pid=\"11284\"><div class=\"pt-cv-thumb-wrapper pull-left \"><a href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/%d8%b5%d9%88%d8%aa-%d8%a7%d9%84%d8%b2%d8%a8%d9%88%d9%86\/\" class=\"_blank pt-cv-href-thumbnail pt-cv-thumb-left\" target=\"_blank\" ><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"430\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-goods-1-768x430.jpg\" class=\"pt-cv-thumbnail pull-left\" alt=\"Voice of the Customer Research\" \/><\/a><div class=\"pt-cv-taxoterm over_top_left\"><\/div><\/div>\n<div class=\"pt-cv-colwrap\"><h4 class=\"pt-cv-title\"><a href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/%d8%b5%d9%88%d8%aa-%d8%a7%d9%84%d8%b2%d8%a8%d9%88%d9%86\/\" class=\"_blank\" target=\"_blank\" >Voice of the Customer Research<\/a><\/h4><div class=\"pt-cv-content\">Voice of the Customer Research helps you to build better …<\/div><div class=\"pt-cv-rmwrap\"><a href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/%d8%b5%d9%88%d8%aa-%d8%a7%d9%84%d8%b2%d8%a8%d9%88%d9%86\/\" class=\"_blank pt-cv-readmore btn btn-success\" target=\"_blank\" >\u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u0632\u064a\u062f<\/a><\/div><\/div><\/div><\/div><\/div> <\/div> <style>\n#pt-cv-view-0i8f2on2 {text-align: left}\n#pt-cv-view-0i8f2on2 { padding: 0px 0px 0px 10px; }#pt-cv-view-0i8f2on2 .pt-cv-meta-fields { }#pt-cv-view-0i8f2on2 .pt-cv-meta-fields * { font-size: 13px; }.pt-cv-heading-container[data-blockid=\"0i8f2on2\"] { border-color: var(--global-color-9); }.pt-cv-heading-container[data-blockid=\"0i8f2on2\"] * { background-color: var(--global-color-9); }#pt-cv-view-0i8f2on2 .pt-cv-thumb-wrapper:not(.miniwrap) { width: 40%; }#pt-cv-view-0i8f2on2 .pt-cv-thumbnail:not(.pt-cv-thumbnailsm) { height: 200px; }#pt-cv-view-0i8f2on2 .pt-cv-thumb-wrapper { }#pt-cv-view-0i8f2on2[class*=\"cveffect\"] .pt-cv-thumb-wrapper, #pt-cv-view-0i8f2on2:not([class*=\"cveffect\"]) .pt-cv-thumbnail { border-radius: 0px 20px 0px 0px; }#pt-cv-view-0i8f2on2 .pt-cv-thumbnail { }#pt-cv-view-0i8f2on2 .pt-cv-title a { display: block;color: var(u002du002dglobal-color-9); }#pt-cv-view-0i8f2on2 .pt-cv-title:not(.pt-cv-titlesm) a { font-weight: 600;text-decoration: none;font-size: 22px; }#pt-cv-view-0i8f2on2 .pt-cv-titlesm a { font-weight: 600;font-size: 18px; }#pt-cv-view-0i8f2on2 .pt-cv-content { font-size: 15px; }#pt-cv-view-0i8f2on2 .pt-cv-rmwrap { }#pt-cv-view-0i8f2on2 .pt-cv-readmore { color: var(--base-3);background-color: var(--accent);font-weight: 400;text-transform: capitalize;border-style: none;font-family: \"Helvetica\";font-size: 14px;border-radius: 10px 10px 10px 10px; }#pt-cv-view-0i8f2on2 .pt-cv-taxoterm { }#pt-cv-view-0i8f2on2 .pt-cv-taxoterm * { color: #222;background-color: #fff6f6;font-size: 14px; }#pt-cv-view-0i8f2on2 + .pt-cv-pagination-wrapper { }#pt-cv-view-0i8f2on2 + .pt-cv-pagination-wrapper a { font-size: 14px; }#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(2, 1fr);grid-gap: 20px;}#pt-cv-view-0i8f2on2 .pt-cv-rmwrap:hover { }#pt-cv-view-0i8f2on2 .pt-cv-readmore:hover { color: var(--base-3);background-color: var(--global-color-9); }\n@media all and (max-width: 1024px) { \n#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(1, 1fr);}\n} \n@media all and (max-width: 767px) { \n#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(1, 1fr);}\n} <\/style><link href='\/\/fonts.googleapis.com\/css?family=Default' rel='stylesheet' type='text\/css'><link href='\/\/fonts.googleapis.com\/css?family=Helvetica' rel='stylesheet' type='text\/css'>\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Voice of the Customer Research | SIS International Voice of the Customer Intelligence VOC Research That Tells You What the NPS Dashboard Cannot A Net Promoter Score tells you whether a customer would recommend you. It does not tell you why your largest account is evaluating a competitor, why the prospect chose a rival after … <a title=\"Voice of the Customer Research PAge\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/\" aria-label=\"Read more about Voice of the Customer Research PAge\">\u0625\u0642\u0631\u0623 \u0627\u0644\u0645\u0632\u064a\u062f<\/a><\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","footnotes":""},"class_list":["post-84547","page","type-page","status-publish"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"Ruth Stanat","author_link":"https:\/\/www.sisinternational.com\/ar\/author\/expert\/"},"uagb_comment_info":0,"uagb_excerpt":"Voice of the Customer Research | SIS International Voice of the Customer Intelligence VOC Research That Tells You What the NPS Dashboard Cannot A Net Promoter Score tells you whether a customer would recommend you. It does not tell you why your largest account is evaluating a competitor, why the prospect chose a rival after…","_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages\/84547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/comments?post=84547"}],"version-history":[{"count":11,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages\/84547\/revisions"}],"predecessor-version":[{"id":85187,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages\/84547\/revisions\/85187"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/media?parent=84547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}

{"id":84547,"date":"2026-03-13T01:36:18","date_gmt":"2026-03-13T05:36:18","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=84547"},"modified":"2026-03-29T23:32:03","modified_gmt":"2026-03-30T03:32:03","slug":"voice-of-the-customer-research-page","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/","title":{"rendered":"Voice of the Customer Research PAge"},"content":{"rendered":"\n\n\n\n \n \n Voice of the Customer Research | SIS International<\/title>\n <meta name=\"description\" content=\"SIS International designs Voice of the Customer programs including win\/loss interviews, churn analysis, key account reviews, NPS and CES tracking, and requirement prioritization research across 135+ countries.\">\n <meta property=\"og:title\" content=\"Voice of the Customer Research | SIS International\">\n <meta property=\"og:description\" content=\"Ongoing VOC programs with win\/loss analysis, churn interviews, key account reviews, and quarterly intelligence packages. 40+ years across 135 countries.\">\n <meta property=\"og:type\" content=\"website\">\n <style>\n html,body{margin:0;padding:0;width:100%;overflow-x:hidden;font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;background-color:#fff;scroll-behavior:smooth}\n #sis-hero-master-container{box-sizing:border-box;width:100%;min-height:80vh;display:flex;justify-content:center;align-items:center;position:relative;padding:80px 10%;background:linear-gradient(90deg,#fff 0%,#f9fafb 50%,#fff 100%)}\n .sis-hero-inner-grid{max-width:1300px;width:100%;display:grid;grid-template-columns:1.1fr .9fr;gap:60px;align-items:center;z-index:1}\n .sis-hero-content{opacity:0;animation:sisFadeInUp 1s ease-out forwards}\n .sis-hero-tag-pill{display:inline-flex;padding:8px 18px;font-size:12px;text-transform:uppercase;letter-spacing:.15em;font-weight:700;color:#bd8f13;background:rgba(189,143,19,.1);border:1px solid rgba(189,143,19,.4);border-radius:9999px;margin-bottom:25px}\n .sis-hero-title{font-size:clamp(2.2rem,4.5vw,3.5rem);font-weight:800;line-height:1.1;margin:0 0 30px 0;background:linear-gradient(110deg,#0f172a 0%,#bd8f13 50%,#0f172a 100%);background-size:200% auto;-webkit-background-clip:text;-webkit-text-fill-color:transparent;animation:sheen-shift 8s linear infinite}\n .sis-hero-subheading{font-size:1.15rem;color:#475569;line-height:1.8;max-width:650px;border-left:4px solid #bd8f13;padding-left:25px}\n .sis-hero-image-wrap{position:relative;opacity:0;animation:sisFadeInRight 1.2s ease-out forwards .3s}\n .sis-hero-img-frame{width:100%;height:auto;border-radius:20%;object-fit:cover;aspect-ratio:1\/1;border:10px solid #fff;box-shadow:0 25px 50px -12px rgba(0,0,0,.15);position:relative;z-index:2;transition:transform .6s cubic-bezier(.165,.84,.44,1)}\n .sis-hero-image-wrap:hover .sis-hero-img-frame{transform:scale(1.03)}\n .sis-hero-image-wrap::before{content:\"\";position:absolute;inset:-15px;border:3px solid #bd8f13;border-radius:22%;z-index:1;opacity:.5;animation:organicMorph 10s ease-in-out infinite alternate}\n .animated-insights{padding:100px 20px;background-color:#f1f5f9}\n .container{max-width:1200px;margin:0 auto}\n .header{display:flex;flex-direction:column;align-items:center;text-align:center;margin-bottom:60px}\n .badge{order:-1;text-transform:uppercase;letter-spacing:2px;font-size:11px;font-weight:800;color:#bd8f13;background:rgba(189,143,19,.1);padding:5px 15px;border-radius:50px;margin-bottom:20px}\n .header h2{font-size:clamp(2rem,5vw,2.8rem);color:#0f172a;margin:0}\n .header h2 span{color:#bd8f13}\n .bento-grid{display:grid;grid-template-columns:repeat(auto-fill,minmax(350px,1fr));gap:25px}\n .card{background:rgba(255,255,255,.8);backdrop-filter:blur(10px);padding:40px;border-radius:24px;border:1px solid #e2e8f0;transition:all .4s ease}\n .card:hover{transform:translateY(-10px);box-shadow:0 20px 40px rgba(0,0,0,.05);border-color:#bd8f13}\n .card h3{color:#1e293b;margin-bottom:15px;font-weight:700}\n .card p{color:#64748b;line-height:1.7;font-size:.95rem}\n .sis-pas-widget{--bg-main:#fff;--card-bg:#f3f4f6;--text-black:#000;--sis-gold:#bd8f13;--sis-slate:#0f172a;--glow-shadow:0 0 0 1px var(--sis-gold),0 15px 35px rgba(189,143,19,.15);background-color:var(--bg-main);padding:100px 20px;width:100%}\n .sis-pas-widget .pas-container{max-width:1200px;margin:0 auto}\n .sis-pas-widget .pas-header{text-align:center;margin-bottom:70px;display:flex;flex-direction:column;align-items:center}\n .sis-pas-widget .tech-badge{display:inline-flex;align-items:center;gap:8px;font-family:ui-monospace,SFMono-Regular,Menlo,Monaco,Consolas,monospace;font-size:11px;font-weight:700;letter-spacing:2px;color:var(--sis-slate);background:rgba(15,23,42,.04);border:1px solid rgba(15,23,42,.1);padding:6px 16px;border-radius:50px;margin-bottom:24px}\n .sis-pas-widget .live-dot{width:6px;height:6px;background:var(--sis-gold);border-radius:50%;animation:pulse-gold 2s infinite}\n @keyframes pulse-gold{0%{box-shadow:0 0 0 0 rgba(189,143,19,.4)}70%{box-shadow:0 0 0 6px rgba(189,143,19,0)}100%{box-shadow:0 0 0 0 rgba(189,143,19,0)}}\n .sis-pas-widget .pas-header h2{font-size:clamp(32px,5vw,42px);font-weight:800;line-height:1.2;color:var(--sis-slate);max-width:800px;margin:0 auto;letter-spacing:-1px}\n .sis-pas-widget .cards-wrapper{display:grid;grid-template-columns:repeat(auto-fit,minmax(320px,1fr));gap:30px}\n .sis-pas-widget .pas-card{background-color:var(--card-bg);border-radius:24px;padding:40px;display:flex;flex-direction:column;box-shadow:0 10px 30px rgba(15,23,42,.03);border:1px solid rgba(15,23,42,.05);transition:all .4s cubic-bezier(.165,.84,.44,1)}\n .sis-pas-widget .pas-card:hover{transform:translateY(-8px);box-shadow:var(--glow-shadow)}\n .sis-pas-widget .card-kicker{font-size:11px;font-weight:800;text-transform:uppercase;color:var(--sis-gold);letter-spacing:2px;margin-bottom:6px}\n .sis-pas-widget .card-sub-kicker{font-size:13px;font-weight:700;color:var(--sis-slate);margin-bottom:12px;letter-spacing:.5px}\n .sis-pas-widget .card-title{font-size:26px;font-weight:800;margin-bottom:16px;line-height:1.2;letter-spacing:-.5px;background-image:linear-gradient(110deg,var(--sis-slate) 0%,var(--sis-gold) 50%,var(--sis-slate) 100%);background-size:200% auto;-webkit-background-clip:text;-webkit-text-fill-color:transparent;animation:sheen-shift 8s linear infinite}\n .sis-pas-widget .card-desc{font-size:15px;color:var(--text-black);line-height:1.6}\n .pas-solution-section{background:linear-gradient(90deg,#0b4e80 0%,#032b47 100%);padding:8rem 2rem;color:#fff;overflow:hidden}\n .solution-container{display:flex;flex-direction:column;gap:4rem;max-width:1200px;margin:0 auto;position:relative;z-index:2}\n .solution-title-wrapper{flex:1;position:sticky;top:4rem;padding-left:2rem}\n .solution-title-wrapper::before{content:'';position:absolute;left:0;top:0;bottom:0;width:4px;background:#bd8f13;border-radius:4px;box-shadow:0 0 20px rgba(189,143,19,.6)}\n .solution-kicker{display:inline-flex;align-items:center;gap:8px;font-family:ui-monospace,SFMono-Regular,Consolas,monospace;font-size:11px;font-weight:700;letter-spacing:2px;color:#e0e7ff;text-transform:uppercase;margin-bottom:1.5rem;background:rgba(255,255,255,.1);padding:4px 12px;border-radius:20px;border:1px solid rgba(255,255,255,.2)}\n .solution-kicker .sol-dot{width:6px;height:6px;background:#60a5fa;border-radius:50%;animation:pulse-blue 2s infinite}\n @keyframes pulse-blue{0%{box-shadow:0 0 0 0 rgba(96,165,250,.6)}70%{box-shadow:0 0 0 6px rgba(96,165,250,0)}100%{box-shadow:0 0 0 0 rgba(96,165,250,0)}}\n .solution-title-wrapper h3{font-size:clamp(2.25rem,4.5vw,3.25rem);font-weight:800;line-height:1.15;letter-spacing:-.02em;color:#fff}\n .solution-title-wrapper .brand-gold{background-image:linear-gradient(110deg,#dca826 0%,#9e7505 50%,#dca826 100%);background-size:200% auto;-webkit-background-clip:text;-webkit-text-fill-color:transparent;animation:sheen-shift 6s linear infinite}\n .solution-list-wrapper{flex:1.2}\n .futuristic-list{display:flex;flex-direction:column;gap:1.5rem;position:relative}\n .futuristic-list::before{content:'';position:absolute;left:24px;top:20px;bottom:20px;width:2px;background:linear-gradient(to bottom,transparent,rgba(189,143,19,.6),transparent);z-index:1}\n .future-item{position:relative;padding-left:4.5rem;display:flex;flex-direction:column;justify-content:center;z-index:2}\n .future-node{position:absolute;left:0;top:50%;transform:translateY(-50%);width:50px;height:50px;background:rgba(8,85,137,.4);border:1px solid rgba(189,143,19,.4);border-radius:50%;display:flex;align-items:center;justify-content:center;font-family:ui-monospace,SFMono-Regular,Consolas,monospace;font-weight:700;color:#bd8f13;font-size:1.1rem;backdrop-filter:blur(8px);transition:all .4s cubic-bezier(.165,.84,.44,1);z-index:3}\n .future-content{background:rgba(255,255,255,.05);border:1px solid rgba(255,255,255,.1);padding:2rem;border-radius:16px;backdrop-filter:blur(12px);-webkit-backdrop-filter:blur(12px);transition:all .4s cubic-bezier(.165,.84,.44,1);position:relative;overflow:hidden}\n .future-content::before{content:'';position:absolute;top:0;left:-100%;width:50%;height:100%;background:linear-gradient(to right,transparent,rgba(255,255,255,.08),transparent);transform:skewX(-25deg);transition:left .7s ease}\n .future-item:hover .future-node{background:#bd8f13;color:#032035;box-shadow:0 0 20px rgba(189,143,19,.5),0 0 0 8px rgba(189,143,19,.15);transform:translateY(-50%) scale(1.1)}\n .future-item:hover .future-content{background:rgba(255,255,255,.1);border-color:rgba(189,143,19,.4);transform:translateX(10px);box-shadow:0 10px 30px rgba(0,0,0,.15)}\n .future-item:hover .future-content::before{left:200%}\n .future-item:hover .future-content strong{color:#bd8f13}\n .future-content strong{display:block;color:#fff;font-size:1.25rem;font-weight:700;margin-bottom:.5rem;letter-spacing:-.01em;transition:color .3s ease}\n .future-content p{color:#e2e8f0;font-size:1.05rem;line-height:1.6;margin:0}\n .animate-on-scroll{opacity:0;transform:translateY(30px);transition:opacity .8s cubic-bezier(.165,.84,.44,1),transform .8s cubic-bezier(.165,.84,.44,1)}\n .animate-on-scroll.visible{opacity:1;transform:translateY(0)}\n @keyframes organicMorph{0%{transform:rotate(0deg);border-radius:22% 25% 20% 24%}50%{transform:rotate(3deg) scale(1.05);border-radius:28% 20% 26% 20%}100%{transform:rotate(-3deg) scale(.95);border-radius:20% 28% 22% 26%}}\n @keyframes sheen-shift{to{background-position:200% center}}\n @keyframes sisFadeInUp{from{opacity:0;transform:translateY(30px)}to{opacity:1;transform:translateY(0)}}\n @keyframes sisFadeInRight{from{opacity:0;transform:translateX(50px)}to{opacity:1;transform:translateX(0)}}\n @media(max-width:992px){.sis-hero-inner-grid{grid-template-columns:1fr;text-align:center}.sis-hero-subheading{margin:0 auto;border-left:none;border-top:4px solid #bd8f13;padding-top:20px;text-align:left}.sis-hero-image-wrap{max-width:450px;margin:40px auto 0}.sis-pas-widget .cards-wrapper{grid-template-columns:1fr}.sis-pas-widget .pas-card{padding:30px}.solution-container{flex-direction:column}.solution-title-wrapper{padding-left:1.5rem}.future-item{padding-left:0;padding-top:3.5rem}.futuristic-list::before{left:24px;top:0;bottom:0}.future-node{top:0;left:0;transform:none}.future-item:hover .future-node{transform:scale(1.1)}.future-item:hover .future-content{transform:translateY(-5px)}}\n @media(min-width:992px){.solution-container{flex-direction:row;align-items:flex-start;gap:6rem}}\n <\/style>\n<\/head>\n<body>\n\n<div id=\"sis-hero-master-container\">\n <div class=\"sis-hero-inner-grid\">\n <div class=\"sis-hero-content\">\n <div class=\"sis-hero-tag-pill\">Voice of the Customer Intelligence<\/div>\n <h1 class=\"sis-hero-title\">VOC Research That Tells You What the NPS Dashboard Cannot<\/h1>\n <p class=\"sis-hero-subheading\">\n A Net Promoter Score tells you whether a customer would recommend you. It does not tell you why your largest account is evaluating a competitor, why the prospect chose a rival after a 6-month sales cycle, or which product gap is costing the most renewal revenue. SIS International designs ongoing Voice of the Customer programs with structured interviews, win\/loss analysis, and churn research that produce quarterly intelligence packages product, sales, and service teams actually use.\n <\/p>\n <\/div>\n <div class=\"sis-hero-image-wrap\">\n <img decoding=\"async\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-goods-1.jpg\"\n alt=\"Voice of the Customer research: key account interview for churn prevention\"\n class=\"sis-hero-img-frame\">\n <\/div>\n <\/div>\n<\/div>\n\n<section class=\"animated-insights\">\n <div class=\"container\">\n <div class=\"header\">\n <span class=\"badge\">Program Components<\/span>\n <h2>Six VOC Research Methods for <span>Customer-Facing Teams<\/span><\/h2>\n <\/div>\n <div class=\"bento-grid\">\n <div class=\"card\">\n <h3>Win\/Loss Analysis Interviews<\/h3>\n <p>SIS interviews prospects who evaluated your product and chose a competitor, and prospects who chose you over alternatives. Each interview reconstructs the full decision process: how they built the shortlist, which evaluation criteria mattered most, when the deal tilted, and what the winning vendor did differently. Salesforce runs a structured win\/loss program because CRM disposition codes show “price” or “competitor” without explaining the actual decision. SIS win\/loss interviews consistently reveal that the stated reason and the real reason diverge. “Price” often means the buyer could not build the internal business case. “Competitor” often means the rival’s SE built a stronger technical relationship.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Churn and Attrition Interviews<\/h3>\n <p>SIS interviews customers who cancelled, downgraded, or failed to renew to reconstruct the decision timeline and isolate root cause. We separate product-driven churn (feature gaps, performance issues, integration failures) from relationship-driven churn (champion departure, account management gaps, unresolved support escalations) from economic churn (budget cuts, price sensitivity, competitive underbidding). A B2B SaaS client discovered through SIS churn research that their highest-volume cancellation cohort left not because of product dissatisfaction but because the internal champion who drove the original purchase left the organization. No process existed to rebuild the relationship with the successor.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Key Account Review Interviews<\/h3>\n <p>SIS conducts annual or semi-annual structured interviews with your most important accounts. The interview covers satisfaction with product performance, service delivery, account management, and competitive perception. We identify emerging risks before they surface in renewal negotiations: which competitors are being evaluated, which product gaps are being discussed internally, and what the account expects next. BMW and JPMorgan both use structured key account reviews because the account manager’s relationship report reflects what the contact says in conversation. An independent third-party interview captures what they say when speaking candidly.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>NPS, CES, and CSAT Tracking Programs<\/h3>\n <p>SIS designs quantitative tracking surveys that measure Net Promoter Score, Customer Effort Score, and satisfaction at specific touchpoints on a recurring cadence. But the score is the starting point, not the deliverable. SIS layers qualitative follow-up interviews on top of low scores and detractor responses to diagnose the root cause behind the number. A score drop from 42 to 35 is a signal. The interview that reveals the drop was driven by a billing system migration that doubled invoice processing time for the customer’s AP team is the intelligence.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Feature Prioritization and Requirement Research<\/h3>\n <p>Product teams receive feature requests from sales, support, and customers simultaneously. SIS designs MaxDiff and conjoint studies that force customers to make trade-offs between features, revealing which capabilities drive purchase and retention versus which are requested but do not influence the buying decision. A healthcare IT company used SIS requirement prioritization research to discover that the feature their sales team escalated most frequently (custom reporting dashboards) ranked sixth in actual buyer priority. The feature that ranked first (EHR integration with Epic and Cerner) was not on the product roadmap at all.<\/p>\n <\/div>\n <div class=\"card\">\n <h3>Competitive Perception and Switching Trigger Research<\/h3>\n <p>SIS interviews current customers and recent evaluators to map how they perceive your competitive positioning relative to named alternatives. We document what triggers an active evaluation: which product gap, service failure, or competitor action causes a satisfied customer to begin looking at alternatives. A professional services firm learned through SIS research that their clients did not begin competitor evaluations after a service failure. They began evaluations after seeing a competitor’s thought leadership content that reframed their category understanding. The switching trigger was intellectual, not operational.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<section class=\"sis-pas-widget\">\n <div class=\"pas-container\">\n <div class=\"pas-header animate-on-scroll\">\n <div class=\"tech-badge\">\n <span class=\"live-dot\"><\/span> CUSTOMER INTELLIGENCE\n <\/div>\n <h2>Three VOC Program Failures That Turn Customer Feedback into Shelf Decoration<\/h2>\n <\/div>\n <div class=\"cards-wrapper\">\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 01 \/\/<\/div>\n <div class=\"card-sub-kicker\">SCORES WITHOUT ROOT CAUSE DIAGNOSIS<\/div>\n <div class=\"card-title\">The Dashboard Worship Problem<\/div>\n <div class=\"card-desc\">The customer success team monitors NPS on a monthly dashboard. The score declines for two consecutive quarters. The team launches a “customer appreciation” campaign. The score does not recover. Nobody interviewed the detractors to understand what caused the decline. SIS designs VOC programs where every detractor response triggers a structured follow-up interview within 10 business days. The interview identifies the specific operational failure, product gap, or competitive comparison that generated the low score. The dashboard monitors the trend. The interview diagnoses the cause.<\/div>\n <\/div>\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 02 \/\/<\/div>\n <div class=\"card-sub-kicker\">INTERNAL ACCOUNT REVIEWS INSTEAD OF INDEPENDENT INTERVIEWS<\/div>\n <div class=\"card-title\">The Account Manager Filter<\/div>\n <div class=\"card-desc\">Account managers report that the relationship is strong, the client is satisfied, and renewal is expected. At renewal, the client announces they are moving to a competitor. The account manager’s report reflected what the contact said in friendly conversation. It did not capture that the contact’s CFO was running a cost-reduction review, that a competitor had conducted a proof-of-concept with the operations team, or that the product gap the contact mentioned in passing was actually a formal evaluation criterion. SIS conducts key account interviews independently, under confidentiality, with multiple stakeholders in the account, not just the primary contact.<\/div>\n <\/div>\n <div class=\"pas-card animate-on-scroll\">\n <div class=\"card-kicker\">DIAGNOSIS 03 \/\/<\/div>\n <div class=\"card-sub-kicker\">ONE-TIME RESEARCH INSTEAD OF CONTINUOUS PROGRAMS<\/div>\n <div class=\"card-title\">The Annual Survey Decay Problem<\/div>\n <div class=\"card-desc\">The company runs an annual VOC survey. The results inform the strategic plan in Q1. By Q3, customer needs have shifted, a competitor has repositioned, and the new feature that tested well in January no longer addresses the current pain point. SIS designs VOC as a continuous program with quarterly quantitative tracking, monthly win\/loss interviews, and semi-annual qualitative deep-dives. The intelligence stays current because the program refreshes faster than the market shifts. Annual research produces a snapshot. Continuous VOC produces a moving picture.<\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<section class=\"pas-solution-section\">\n <div class=\"solution-container\">\n <div class=\"solution-title-wrapper animate-on-scroll\">\n <div class=\"solution-kicker\">\n <span class=\"sol-dot\"><\/span> PRIMARY RESEARCH DELIVERABLES\n <\/div>\n <h3>What SIS Delivers to <span class=\"brand-gold\">Product, Sales, and Customer Success Teams<\/span><\/h3>\n <\/div>\n <div class=\"solution-list-wrapper\">\n <div class=\"futuristic-list\">\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">01<\/div>\n <div class=\"future-content\">\n <strong>Quarterly VOC Intelligence Packages<\/strong>\n <p>Quantitative tracking (NPS, CES, CSAT by touchpoint) combined with qualitative follow-up interviews on every detractor and at-risk response. Each package includes a trend analysis, root cause diagnosis for score changes, competitive perception shifts, and a prioritized action list for product, sales, and service teams.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">02<\/div>\n <div class=\"future-content\">\n <strong>Structured Win\/Loss Programs<\/strong>\n <p>15-20 buyer interviews per quarter covering won and lost deals. Each interview reconstructs the evaluation process, shortlist criteria, competitive comparison, and decision trigger. Delivered with pattern analysis across deal segments, deal size, and buyer persona to identify systemic win and loss drivers.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">03<\/div>\n <div class=\"future-content\">\n <strong>Churn Root Cause Analysis<\/strong>\n <p>Interviews with cancelled, downgraded, and non-renewed accounts reconstructing the decision timeline. Each churn event is classified by root cause type: product-driven, relationship-driven, or economic. The output is a churn driver matrix that customer success and product teams use to prioritize retention investments against the causes that cost the most revenue.<\/p>\n <\/div>\n <\/div>\n <div class=\"future-item animate-on-scroll\">\n <div class=\"future-node\">04<\/div>\n <div class=\"future-content\">\n <strong>Independent Key Account Health Assessments<\/strong>\n <p>Semi-annual structured interviews with multiple stakeholders at your highest-value accounts, conducted independently under confidentiality. Each assessment identifies emerging competitive threats, unmet product needs, service gaps, and expansion opportunities that the account management relationship report may not surface.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n<script>\n const observer = new IntersectionObserver((entries) => {\n entries.forEach(entry => { if (entry.isIntersecting) entry.target.classList.add('visible'); });\n }, { threshold: 0.15 });\n document.querySelectorAll('.animate-on-scroll').forEach(el => observer.observe(el));\n<\/script>\n\n<\/body>\n<\/html>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p class=\"has-text-align-center has-accent-color has-text-color has-link-color wp-elements-55ea7415170adc30ae38d0fc701de175\"><strong>THE SIS DIFFERENCE<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center has-global-color-9-color has-text-color has-link-color wp-elements-857f407cc2c3a7fe3a696a894085fe0a\" style=\"font-size:25px\"><strong><strong>Our service offerings include:<\/strong><\/strong><\/p>\n\n\n<div class='pt-cv-wrapper'> <h3 class='pt-cv-heading-container heading5' data-blockid='0i8f2on2'><span class='pt-cv-heading'> Recommended <\/span><\/h3><div class=\"pt-cv-view pt-cv-blockgrid iscvblock iscvreal list1 layout1 cveffect-darken pt-cv-left\" id=\"pt-cv-view-0i8f2on2\"><div data-id=\"pt-cv-page-1\" class=\"pt-cv-page\" data-cvc=\"2\"><div class=\" pt-cv-content-item pt-cv-2-col\" data-pid=\"11284\"><div class=\"pt-cv-thumb-wrapper pull-left \"><a href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/%d8%b5%d9%88%d8%aa-%d8%a7%d9%84%d8%b2%d8%a8%d9%88%d9%86\/\" class=\"_blank pt-cv-href-thumbnail pt-cv-thumb-left\" target=\"_blank\" ><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"430\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-goods-1-768x430.jpg\" class=\"pt-cv-thumbnail pull-left\" alt=\"Voice of the Customer Research\" \/><\/a><div class=\"pt-cv-taxoterm over_top_left\"><\/div><\/div>\n<div class=\"pt-cv-colwrap\"><h4 class=\"pt-cv-title\"><a href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/%d8%b5%d9%88%d8%aa-%d8%a7%d9%84%d8%b2%d8%a8%d9%88%d9%86\/\" class=\"_blank\" target=\"_blank\" >Voice of the Customer Research<\/a><\/h4><div class=\"pt-cv-content\">Voice of the Customer Research helps you to build better …<\/div><div class=\"pt-cv-rmwrap\"><a href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/%d8%b5%d9%88%d8%aa-%d8%a7%d9%84%d8%b2%d8%a8%d9%88%d9%86\/\" class=\"_blank pt-cv-readmore btn btn-success\" target=\"_blank\" >\u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u0632\u064a\u062f<\/a><\/div><\/div><\/div><\/div><\/div> <\/div> <style>\n#pt-cv-view-0i8f2on2 {text-align: left}\n#pt-cv-view-0i8f2on2 { padding: 0px 0px 0px 10px; }#pt-cv-view-0i8f2on2 .pt-cv-meta-fields { }#pt-cv-view-0i8f2on2 .pt-cv-meta-fields * { font-size: 13px; }.pt-cv-heading-container[data-blockid=\"0i8f2on2\"] { border-color: var(--global-color-9); }.pt-cv-heading-container[data-blockid=\"0i8f2on2\"] * { background-color: var(--global-color-9); }#pt-cv-view-0i8f2on2 .pt-cv-thumb-wrapper:not(.miniwrap) { width: 40%; }#pt-cv-view-0i8f2on2 .pt-cv-thumbnail:not(.pt-cv-thumbnailsm) { height: 200px; }#pt-cv-view-0i8f2on2 .pt-cv-thumb-wrapper { }#pt-cv-view-0i8f2on2[class*=\"cveffect\"] .pt-cv-thumb-wrapper, #pt-cv-view-0i8f2on2:not([class*=\"cveffect\"]) .pt-cv-thumbnail { border-radius: 0px 20px 0px 0px; }#pt-cv-view-0i8f2on2 .pt-cv-thumbnail { }#pt-cv-view-0i8f2on2 .pt-cv-title a { display: block;color: var(u002du002dglobal-color-9); }#pt-cv-view-0i8f2on2 .pt-cv-title:not(.pt-cv-titlesm) a { font-weight: 600;text-decoration: none;font-size: 22px; }#pt-cv-view-0i8f2on2 .pt-cv-titlesm a { font-weight: 600;font-size: 18px; }#pt-cv-view-0i8f2on2 .pt-cv-content { font-size: 15px; }#pt-cv-view-0i8f2on2 .pt-cv-rmwrap { }#pt-cv-view-0i8f2on2 .pt-cv-readmore { color: var(--base-3);background-color: var(--accent);font-weight: 400;text-transform: capitalize;border-style: none;font-family: \"Helvetica\";font-size: 14px;border-radius: 10px 10px 10px 10px; }#pt-cv-view-0i8f2on2 .pt-cv-taxoterm { }#pt-cv-view-0i8f2on2 .pt-cv-taxoterm * { color: #222;background-color: #fff6f6;font-size: 14px; }#pt-cv-view-0i8f2on2 + .pt-cv-pagination-wrapper { }#pt-cv-view-0i8f2on2 + .pt-cv-pagination-wrapper a { font-size: 14px; }#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(2, 1fr);grid-gap: 20px;}#pt-cv-view-0i8f2on2 .pt-cv-rmwrap:hover { }#pt-cv-view-0i8f2on2 .pt-cv-readmore:hover { color: var(--base-3);background-color: var(--global-color-9); }\n@media all and (max-width: 1024px) { \n#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(1, 1fr);}\n} \n@media all and (max-width: 767px) { \n#pt-cv-view-0i8f2on2 > .pt-cv-page {grid-template-columns: repeat(1, 1fr);}\n} <\/style><link href='\/\/fonts.googleapis.com\/css?family=Default' rel='stylesheet' type='text\/css'><link href='\/\/fonts.googleapis.com\/css?family=Helvetica' rel='stylesheet' type='text\/css'>\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Voice of the Customer Research | SIS International Voice of the Customer Intelligence VOC Research That Tells You What the NPS Dashboard Cannot A Net Promoter Score tells you whether a customer would recommend you. It does not tell you why your largest account is evaluating a competitor, why the prospect chose a rival after … <a title=\"Voice of the Customer Research PAge\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/ar\/voice-of-the-customer-research-page\/\" aria-label=\"Read more about Voice of the Customer Research PAge\">\u0625\u0642\u0631\u0623 \u0627\u0644\u0645\u0632\u064a\u062f<\/a><\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","footnotes":""},"class_list":["post-84547","page","type-page","status-publish"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"Ruth Stanat","author_link":"https:\/\/www.sisinternational.com\/ar\/author\/expert\/"},"uagb_comment_info":0,"uagb_excerpt":"Voice of the Customer Research | SIS International Voice of the Customer Intelligence VOC Research That Tells You What the NPS Dashboard Cannot A Net Promoter Score tells you whether a customer would recommend you. It does not tell you why your largest account is evaluating a competitor, why the prospect chose a rival after…","_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages\/84547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/comments?post=84547"}],"version-history":[{"count":11,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages\/84547\/revisions"}],"predecessor-version":[{"id":85187,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/pages\/84547\/revisions\/85187"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/media?parent=84547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}