It’s easy to take sides on the “numbers” versus “stories” debate; one helps you pinpoint what’s going on while the other tells you why. We take a stance firmly in both camps (easy way out, we know) because you shouldn’t choose. In fact, you should look to merge the two. For example, “quantify” stories by applying classifications and other coding or “qualify” numbers with examples. You need both the what and the why to know the real answer.
The Buyer’s Journey
Win Loss Analysis and Customer Experience Analysis are companion solutions, focused on delivering the “voice of your buyer”.
Win Loss Analysis explains the buyer’s journey during a purchase decision. It focuses on buyers who recently evaluated your solution to teach you how decisions are made, which alternatives are considered, and how well your solution, sales process, and brand matches up with the market.
Customer Experience Analysis explains the buyer’s journey between purchase decisions. It focuses on current customers (who will be buyers again in the future) are how well they are recognizing value in your solution. Are they likely to head down the path to a competitive renewal, or can you secure the renewal and growth you’re looking for?
Together, the solutions explain how to increase your revenue. Win Loss increases new business revenue. Customer Experience increases existing customer revenue. Both lead to a better journey for your buyers.
The Foundation of Our Solutions
When you’ve been doing Win Loss and Customer Experience Analysis as long as we have, you learn what makes a difference. At the foundation of every product, process, and model are six core beliefs.