Learning from Customer losses

Understand why you lose, as much if not more than why you win….Are you learning from customer losses?

You can't win them all - but do you truly understand why? Don't accept "we were too expensive", "competition got there before us" or "they wouldn't answer my calls".

Is customer loss analysis a ritual and how does your commercial team learn from it?

History is littered with successful examples of fresh thinking combined with a deeper understanding of customer needs:-

🚕 Uber didn't kill the taxi business, limited access and fare controls did

🎵 Apple revolutionised the music industry by not forcing you to buy full-length albums

🏡 AirBnB provides greater flexibility, personalised experiences and diverse pricing options that hotels can’t match

What can we learn from them? That success comes from truly understanding customer journeys and the way they make decisions at each stage - only then can we craft more effective propositions and sales campaigns.

Losing deals can be a blessing in disguise. Improve win probabilities by clearly understanding why you lost deals to clarify your customers' journey.