VOICE OF THE CUSTOMER
GROW
MEASURE
PROTECT
Our voice of the customer service has 3 key components:
#1 BRAND PERCEPTION, AWARENESS, AND SHARE
“Perception is reality” may be a cliché, but its impact on revenue is real.
Our brand perception studies reveal not only how your company is seen today—but how it can be seen tomorrow. We uncover what shapes current opinions and what can pivot them toward your desired vision.
When measuring awareness, we go beyond simple recognition. We assess exposure sources to help your marketing team gauge media ROI—and we dig deeper into Share of Voice and Share of Mind.
Share of Voice shows how visible your brand is across media compared to competitors.
Share of Mind reveals how often customers think of you first.
Together, these insights show how perception drives performance—and how the right marketing moves can turn perception into reality.
#2 USER PERSONA & UX ANALYSIS
Our approach to creating user personas starts with talking.
Qualitative research like focus groups helps us learn who your users are.
But that’s just a start. We then widen the scope with quantitative research.
It’s not as simple as talking to more people.
As needed, we apply different analysis methods to the data we obtain from surveying a large, representative group of your customers: cluster, regression, ANOVA, discriminant, and more. We also compare this to any available behavioral data you can provide from your CRM to ensure real-world accuracy.
Then we can present you with user personas built from what your customers truly think and want.
With UX analysis, we apply similar methods, but it’s directly focused on user experience in specific contexts to let you know which aspects need to be fixed—and which are beloved by your customers.
#3 CUSTOMER READINESS ANALYSIS
Innovative or disruptive products can succeed—if your customers are ready.
The same holds true when entering new markets or introducing new technologies.
At PCMI, we uncover customer readiness through several strategic lenses:
- Product perception
- Willingness to change
- Infrastructure readiness
- Adoption journey mapping
- A readiness index that ranks customer segments from most to least ready
To interpret findings, we use a Readiness Assessment Framework built on the ADKAR model (Awareness, Desire, Knowledge, Ability, Reinforcement), combined with the Rogers Diffusion of Innovation model to evaluate adoption profiles.
Our analysis also applies quantitative techniques—regression and correlation analysis, cluster and conjoint modeling, PESTEL assessments, and predictive tools—to reveal what drives or hinders adoption.
Your result: a clear picture of which customers are ready for your new product—and the concrete steps needed to prepare the rest.
NEED TO KNOW MORE?
Contact us for case studies showing how our voice of the customer services have helped other clients.
Contact us to set up a call to:
1. Review your voice of the customer concerns
2. Determine which voice of the customer service(s) will deliver the optimal future roadmap for your company
FAQ
How can you understand how your payments brand is perceived in the market and whether awareness is translating into results?
PCMI’s Brand Perception, Awareness, and Share service helps payments companies assess how the market sees their brand, where awareness is coming from, and how they compare with competitors in terms of share of voice and share of mind. This helps companies understand how perception is affecting performance and what marketing moves could strengthen market position.
How can we build better user personas and identify UX issues that may be hurting adoption or satisfaction?
PCMI’s User Persona & UX Analysis service helps payments companies combine qualitative research, quantitative surveys, and behavioral data to develop more accurate user personas and pinpoint which parts of the user experience need improvement versus which are resonating with customers.
How can we tell whether customers are ready to adopt a new payments product, technology, or market offering?
PCMI’s Customer Readiness Analysis service helps payments companies assess which customer segments are most ready to adopt a new product, technology, or market offering by evaluating product perception, willingness to change, infrastructure readiness, and adoption dynamics. The result is a clearer roadmap for targeting ready customers and preparing less-ready segments.