Goal
Build organizational capacity for customer-centric product development by assessing the existing VOC process, identifying capability gaps, and designing a training program for internal champions across a complex financial services organization.
Research
Document review of existing process artifacts · 17 stakeholder interview sessions including 31 participants across 9 business units
Frameworks
VOC assessment & gap analysisKnowledge managementTraining
Insights
"We do surveys, get verbatims, but it doesn't drive anything — it's not actionable."
Domain experts, like Market Research and Client Experience, were rarely brought in as true partners, leaving specialized knowledge untapped
The loudest client drove prioritization, while smaller accounts and existing products went chronically underserved
Surveys measured satisfaction but didn't generate actionable insights, and findings weren't tied to specific products or development decisions
Impact
New HCD tools
Segment needs profiles · Research guides · Consolidated database · Opportunity assessment
New HCD tools integrated into existing workflows, aligned to current systems and resources. KPIs defined to measure adoption and process impact.
Training program
01
Pilot session
Cross-functional team tests methods and tools
02
Two full sessions
Senior product leaders, brand strategists & market researchers
03
Train-the-trainer
2 internal champions certified to sustain the program
Implementation impact
One year after implementation, the client reported that new VOC process improved the organization's ability to quantify and prioritize opportunities, promote interdisciplinary accountability, make more informed strategic decisions, and develop targeted commercialization plans.
Interested in working together?
I'm open to service design roles and consulting engagements. Get in touch to start a conversation.
© 2026 Stacy Benjamin. All rights reserved.