You will have control over the customer interviews. You can shadow me for a few interviews before taking over. You will have control of the analysis. However, I can give you guidance on analysis. I notice many companies are rolling Win/Loss interviews and findings into their corporate AI to analyze it along with other customer data. This can be more actionable than Win/Loss analysis in isolation. You get to decide. 

 

Win/Loss analysis is part of the customer journey. Jason Voiovich and I discuss this in this webinar:  “You Didn’t Really Win: How to Use Customer Journey Mapping to Supercharge Win/Loss Analysis.” You need to check in with your customers as you move through the sales cycle, not just before the contract expires or just after deals are concluded (Win/Loss analysis). You also need to interview both wins and losses to get balanced feedback. 

 

For a more targeted podcast on Win/Loss Analysis, listen to Pragmatic Live, “Win/Loss Analysis: Discover What Makes Your Customer Tick.” 

 

For a fun podcast on Win/Loss Analysis, check out Casey Cheshire’s Hard Corps Marketing with Ellen Naylor. 

 

Don’t expect to get comparable results and insight from digital Win/Loss surveys or customer interviews with a robot. Although robotic interviews give you more information than surveys, there is no comparison to the depth you get from human to human interviews. Period! Customers are more comfortable interacting with a fellow human being. This is also a marketing touchpoint that lets customers and potential customers know you care enough to reach out and engage in a live conversation to get their perspective and experience. 

 

Check out our Win/Loss presentation to learn more about the steps to develop an effective and sustainable Win/Loss Analysis program!