How SaaS Businesses are Actioning Win/Loss & Churn Insights

At IcebergIQ, our clients know we are an extension of their team, always striving to provide actionable insights to help them win more business and retain customers. Here’s how some companies are putting our win/loss and churn analysis to work in practical ways.

1. Generating Cross-Team Discussion

A number of IcebergIQ clients share the win, loss and churn reports in Slack channels, where team members can learn, collaborate, and drive change.   

2. Boosting Sales Performance

Companies use win/loss reports to improve the sales experience and approach, discussing them as a team and using the learnings to refine tactics and messaging. On occasion, clients invite IcebergIQ to their RKO to help their teams hear the customer voice more directly.

3. Accelerating Onboarding of New Team Members

Clients often share the IcebergIQ reports during onboarding of new team members. This helps new staff understand why customers buy or don’t buy, how they perceive the product and the value, and the entire buying and customer journey. 

4. Understanding ROI from a Customer Viewpoint

Especially in today’s market, ripe with consolidation and reduced budgets, companies need to build and present a strong ROI case to move forward with a software investment. These details are discussed in win, loss and churn interviews and can be leveraged by the sales and CS teams.

5. Getting Pricing Intelligence

IcebergIQ reports provide vital intelligence about pricing and packaging for both software and services, about yourselves and your competitors, and also about the cost and resources to keep a software build in house. 

6. Refining Go To Market Messaging

After hearing what your customers were looking for and the value proposition in their own words, you are better able to hone your messaging to make it resonate with your target market.

8. Training Sales and CS Teams

Customer feedback can be used for team training. One client runs an exercise where leaders share an anonymized report with the sales or CS team and asks them to approach it like a current opportunity. Based on the factors at play, what would they do to win or save this account?

9. Winning Back Customers

By getting intel on competitors' weaknesses, one client put together a successful "win-back" campaign for churned customers. Competitive intelligence derived from churn interviews can also be fed back to the product marketing and sales teams.

Bottom Line

In short, win/loss insights help businesses fine-tune their approach, strengthen their strategies, train their teams, and ultimately drive success.