CREDIT BUREAU CLIENT
Voice of Customer Program
Customer-driven innovation
In 2022, as a Product Strategist for TheoremOne (later acquired by Formula.Monks) a client of ours in the credit bureau industry expressed concern about losing customers and market share to its rivals due to low product adoption. We teamed up with their top-tier customers in credit and lending to learn about their needs, pain points, and challenges using the bureau’s products. The mission was two-fold, we had to:
Prove the value of a Voice of Customer (VoC) program.
Start to build a framework for our client to leverage internally.
We interviewed key decision-makers and tech experts from six companies using our client’s and other bureau’s products to learn about their data and insights needs, transformation goals, and expectations from bureaus regarding product and migration support.
Challenge
To have the impact we were aiming for we needed to talk to the bureau’s top-tier customers, relationships that are closely guarded by the sales representatives who own them. It was crucial to quickly demonstrate our value to validate and improve the bureau’s current product definition by incorporating the voice of the customer and deepening existing relationships.
Solution
I led in-depth interviews with stakeholders and clients to understand their needs around creditworthiness and affordability in unsecured lending and established an initial framework and strategy for incorporating continual customer-driven feedback loops into product roadmaps. The insights we collected:
Identified “at-risk” top-tier clients, allowing the bureau to course-correct and retain a top 5% client.
Proved the value of standing up a Voice of Customer program, securing funding to expand the initiative.
Directly informed product roadmaps.
Responsibilities
PRODUCT MANAGEMENT
USER RESEARCH
PRODUCT STRATEGY