Voice of Customer Study | 2,847 Respondents
Customer satisfaction has improved to 4.2/5, with product reliability and support quality as top drivers. However, 73% of churned customers cite "didn't see enough value" as their primary reason for leaving. While 84% of customers are satisfied with our core functionality, only 42% believe we're keeping pace with innovation. The research reveals significant opportunities to improve retention through better onboarding, clearer ROI demonstration, and enhanced feature discovery.
Statistical analysis of what most impacts overall satisfaction scores:
"It just works. I never have to worry about downtime or losing data."
"Support team goes above and beyond. They actually understand our business."
"My team adopted it immediately. No lengthy training required."
"Good value, but starting to question if we need all these features."
"Has most of what we need, but missing some modern capabilities."
"Feels like the product hasn't evolved much in the past year."
Analysis of 347 exit interviews conducted in Q3 2025:
Satisfaction scores at each stage of the customer lifecycle:
| Customer Segment | Definitely Will | Probably Will | Unsure | Probably Won't | Definitely Won't |
|---|---|---|---|---|---|
| Enterprise | 54% | 31% | 10% | 4% | 1% |
| Mid-Market | 38% | 38% | 15% | 7% | 2% |
| SMB | 24% | 31% | 26% | 14% | 5% |
Top requested features from 1,248 customers who provided feedback:
"Need better insights into our data. Current reporting is too basic."
Primarily from: Enterprise & Mid-Market
"Mobile app feels like an afterthought. Need full functionality on the go."
Primarily from: All segments
"API is limited. Need webhooks and better integration options."
Primarily from: Enterprise
"Current plans force us to pay for features we don't need."
Primarily from: SMB
"Competitors have AI assistants. When are you adding this?"
Primarily from: Mid-Market
"Team collaboration features are stuck in 2019."
Primarily from: All segments
How customers rate us vs. their perception of competitors:
| Segment | Can Clearly Show ROI | Somewhat Show ROI | Struggle to Show ROI | Primary Value Metric |
|---|---|---|---|---|
| Enterprise | 67% | 24% | 9% | Time savings (avg 18 hrs/week) |
| Mid-Market | 43% | 31% | 26% | Process efficiency (30% faster) |
| SMB | 28% | 29% | 43% | Hard to quantify/unclear |
Current 3.2/5 satisfaction is killing retention. Implement guided, role-based onboarding with clear milestones. Set "first value" goal within 7 days. Expected impact: Reduce first-90-day churn by 40%.
Address perception gap where only 42% see us as innovative. Ship 3 AI-powered features in Q4. Publicly share product roadmap. Create monthly "what's new" campaigns. Expected impact: Improve competitive win rate by 25%.
73% of churned customers couldn't see value. Create automated ROI reports, success metrics dashboards, and peer benchmarking. Train CSMs on value articulation. Expected impact: Increase renewal rates by 15%.
Current "all-or-nothing" plans driving SMB churn. Launch usage-based options and feature bundles. Create clear upgrade paths. Expected impact: Reduce SMB churn by 30%, increase expansion revenue by $2.1M.
67% don't know available features. Launch in-app discovery prompts, monthly feature spotlights, and "tips & tricks" webinars. Expected impact: Increase feature adoption by 40%, reduce "missing features" churn reason by half.
| Initiative | Q4 2025 | Q1 2026 | Q2 2026 | Success Metric |
|---|---|---|---|---|
| Onboarding Redesign | Design & pilot with 50 customers | Roll out to all new customers | Optimize based on feedback | Onboarding CSAT >4.5 |
| AI Features Launch | Ship first AI assistant feature | Launch 2 more AI capabilities | Gather feedback, iterate | Innovation perception >60% |
| ROI Tools | Build ROI calculator | Launch success dashboard | Add benchmarking | 80% can show clear ROI |
| Pricing Flexibility | Research & design new tiers | Pilot with SMB segment | Full market rollout | SMB retention >75% |
| Feature Discovery | Audit current adoption | Launch in-app prompts | Monthly spotlight series | Feature adoption >60% |