Customer Insights Services
Understand Buyers. Improve Decisions. Drive Growth.
Drive smarter commercial and strategic decisions with Customer Insights from Fletcher — built on direct customer conversations, expert-led primary research, and real-world buying context that goes far beyond surveys and internal assumptions.
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Fletcher’s Customer Insights services are designed to help you see customers clearly, align teams around reality, and make confident decisions across the customer lifecycle.
What Are Customer Insights?
Customer insights are the actionable understandings that explain how customers actually think, decide, buy, stay, or leave and why. Unlike surface-level feedback or anecdotal input, Fletcher’s Customer Insights combine expert-led primary research with rigorous analysis to clarify what’s happening, what’s broken, and what to do next.
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Modern customer insights answer questions like:
Why do customers choose you or your competitors?
What really drives buying decisions, objections, and deal outcomes?
Why are customers churning, renewing, or expanding?
Where is your messaging, product, or experience falling short?
Our Customer Insight Solutions
Voice of Customer (VoC)
Voice of Customer research captures direct, unfiltered feedback from customers to understand perceptions, needs, pain points, and decision drivers. Fletcher’s VoC goes beyond surveys, using in-depth interviews and expert analysis to uncover what customers actually value, and what they don’t.
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Deliverables may include:
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Customer needs, priorities, and unmet expectations
Perception of your brand, product, and competitors
Messaging and positioning feedback
Experience gaps across the customer journey
Strategic implications and recommendations
Ideal for: Strategy teams, product leaders, marketing, customer experience teams.
Win/Loss Analysis
Win/Loss Analysis reveals why deals are won or lost — directly from buyers themselves. Fletcher conducts independent, third-party interviews to surface honest feedback sales teams rarely hear internally.​
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Use cases include:
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Identifying true decision criteria and buying triggers
Understanding why competitors win — or lose — head-to-head
Diagnosing sales execution, messaging, or pricing gaps
Improving forecast accuracy and sales effectiveness
Ideal for: Sales leadership, revenue operations, go-to-market teams.
Battlecards
Battlecards are tactical, sales-ready playbooks that empower revenue teams to win more deals. Fletcher’s battlecards are crafted from real buyer intelligence, competitive analysis, and sales-verifiable insights — not generic matrices.​
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Key sections include:​
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Competitor positioning vs. your offering
Top differentiators and weakness exploitation
Buyer objections and proven counter-talk tracks
Proof points and win themes validated by interviews
Ideal for: Sales enablement, revenue ops, SDR/AE teams.
Renewal Intelligence
Renewal Intelligence uncovers what drives customer retention, expansion, and churn. By speaking directly with renewing, at-risk, and lost customers, Fletcher helps teams understand the factors influencing renewal decisions before it’s too late.
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Deliverables include:​
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Renewal and churn drivers
Early warning signals and risk indicators
Competitive displacement insights
Opportunities to improve retention and lifetime value
Actionable recommendations for customer success teams
Ideal for: Customer success, account management, revenue and retention teams.
Mystery Shopping
Mystery Shopping provides a real-world view of your sales and customer experience exactly as buyers experience it. Fletcher evaluates sales motions, messaging, responsiveness, and execution by engaging directly with your organization and competitors as a prospective buyer.
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Deliverables include:​
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Sales responsiveness and follow-up
Messaging consistency and differentiation
Buying experience strengths and breakdowns
Competitive comparisons across the sales journey
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Ideal for: Sales leadership, enablement teams, customer experience leaders.
Why Fletcher’s Competitive Insights Drive Real Business Impact
Not all customer insights are created equal. Fletcher’s approach is grounded in direct conversations with real customers and buyers, expert-led primary research, and multi-source validation, giving teams a clear view of how customers actually think and decide.
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Every insight is translated into clear strategic and tactical implications, making it immediately useful across strategy, product, sales, and customer success teams. The result is customer intelligence that helps organizations win more deals, improve retention, strengthen positioning, and reduce customer-related risk.
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This is customer insight designed to drive confident decisions, not just confirm assumptions.
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What Our Clients Say
Director of Competitive Intelligence, Leading Cybersecurity Software Development
“We like that the Fletcher team is responsive and knowledgeable. We are especially impressed with how [the Fletcher team] can speak about our complicated business. The quality of research and the first-hand accounts from interviewees have served us well in thinking about things differently."
Get in Touch
For further details on our full range of capabilities, please send us a note. We will respond within 24 hours.