Anova Consulting Group helps organizations improve sales performance and customer retention through independent Voice of the Customer research programs.
Our research solutions gather candid feedback from buyers and clients across the entire customer lifecycle. By conducting independent interviews with prospects, customers, and former clients, we provide leadership teams with insights they cannot obtain internally.
Organizations use these insights to:
refine competitive positioning and messaging
Prospects share the complete truth with salespeople about why they lose a deal only 40 percent of the time. Therefore, in 60 percent of new business situations, salespeople do not have a complete and accurate understanding of why they lost.
Successful companies listen to prospects and customers at key moments in the relationship. Anova’s research programs capture feedback across the full lifecycle, including:
These insights provide an outside-in perspective that helps organizations understand what buyers value, what customers expect, and where improvements will have the greatest impact.
Win / Loss Analysis helps organizations understand why they win or lose competitive sales opportunities.
Through independent interviews with buyers and decision-makers, Anova identifies how prospects evaluated vendors, what influenced their decision, and how the sales process was perceived.
Insights from Win / Loss Analysis help organizations:
Learn more about Win / Loss Analysis
Customer Churn Analysis identifies why customers leave and what organizations can do to prevent future attrition.
By interviewing former clients and lost accounts, Anova uncovers the operational, product, service, and relationship factors that contribute to customer churn.
These insights help organizations:
Learn more about Customer Churn Analysis
Customer Experience Analysis evaluates how clients perceive onboarding, service delivery, and the overall relationship with your organization.
These programs help organizations understand what customers value most and where the experience may fall short.
Insights help companies:
learn more about Customer Experience Analysis
Client Technology: myView Dashboard and AI View Chatbot
The myView dashboard and AI View chatbot provides organizations with real-time access to insights from their research programs.
Through myView, executives and operational teams can:
This technology ensures that insights from Voice of the Customer research remain accessible, actionable, and continuously used across the organization.
Prospects and clients do not always share candid feedback directly with the vendors they are evaluating or working with. Independent interviews conducted by a third-party research firm often yield deeper and more honest insights.
Anova’s research approach helps organizations uncover:
Insights from Voice of the Customer research support decision-making across multiple functions, including:
When organizations align around direct buyer and customer feedback, they are better positioned to improve both sales performance and long-term customer relationships.
Anova Consulting Group conducts research for organizations operating in complex B2B environments, including:
What is Voice of the Customer research?
Voice of the Customer research gathers structured feedback from prospects, customers, and former clients to help organizations understand how their products, services, and sales approaches are perceived in the market.
Why use a third party for customer interviews?
Buyers and clients are often more candid with independent interviewers than with the company directly involved in the relationship. Third-party research also improves objectivity and analytical rigor.
When should companies conduct Voice of the Customer research?
Organizations benefit most when they gather feedback at multiple stages of the lifecycle, including after sales opportunities, during onboarding, throughout the client relationship, and when customers leave.
What insights does Voice of the Customer research provide?
These programs can reveal buyer decision criteria, competitive dynamics, sales execution strengths and weaknesses, service delivery gaps, and opportunities to improve customer retention.
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