Our Services

Win/Loss Analysis

IcebergIQ recruits and interviews your customers and prospects with the aim of uncovering all the factors that led to the deal outcome. An ongoing win/loss program allows you to benefit from continual feedback into product gaps, sales experience, market trends and more, all from an unbiased third-party perspective.

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Churn & Renewal Analysis

We’ll reach out to churned customers and invite them to share about their experience. You’ll hear about their journey from onboarding to the decision to leave – often including things they might not have told you themselves. Typically, a churn program includes a few renewals as well, to uncover and validate what customers love about their experience with you.

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Other Research Areas

IcebergIQ is a flexible research partner. Our goal is to help you learn everything you need to know about your customers. We make it easy for you to roll out any kind of research program – we’ll handle scheduling, recruiting, and project management, so you can focus on absorbing and actioning a steady flow of insights.

A tranquil stream courses through a forested stone river bed, epitomizing IcebergIQ’s thorough research in areas like health checks, case studies, onboarding experience research, and product-market fit.
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  • IcebergIQ interviews current customers with upcoming renewals to determine if an account is at risk. This lets you understand how your customer perceives the value of the product and the relationship, so you can take action as needed.

  • These interviews focus on which upsell tactics are working to increase overall recurring revenue and net retention.

  • We interview exemplary existing customers to understand their original business problem, why they chose you, and the impact of their implementation. You are in charge of seeking final approval from the customer for the finished case study.

  • Deep-diving into the onboarding experience allows us to explore the implementation journey in detail. This includes the handoff from sales all the way through training, integrations, project management, and go-live, with a lens on friction points and opportunities to accelerate time-to-value.

  • We offer qualitative interviews to understand, analyze, and validate user journeys and underserved needs for new products, line extensions, or new market segments – ideal for improving Product-Market Fit when your product team doesn't have the bandwidth or experience to go deep.

INTERVIEWING METHODOLOGY

Buyer-As-Hero®

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IcebergIQ uses a specialized interviewing methodology called Buyer-as-Hero as we conduct customer research for our clients.

Through the Buyer-as-Hero lens, our interviewers view your customers as heroes of their own journey and as champions for change. We invite them to get into storytelling mode and to share their quest for positive change. For example:

… What business challenges did they experience?

… What was their vision for how things could be better?

… How did they go about searching for solutions? 

Buyer-as-Hero is a powerful interviewing tool and a unique way to get to the heart of the customer experience. It is rooted in the pioneering work of our predecessor company Eigenworks and in the “hero’s journey” concept popularized by author Joseph Campbell.

Eigenworks CEO Alan Armstrong applied the hero’s journey lens to interviews with SaaS buyers, and in so doing, he made a lasting contribution to B2B SaaS thinking.

This lens “puts your buyer in the lead role of the story,” Alan wrote in his chapter in The Customer Success Professional’s Handbook: How to Thrive in One of the World’s Fastest-Growing Careers - While Driving Growth for Your Company by customer success leaders Ashvin Vaidyanathan and Ruben Rabago.

“[Buyer-as-Hero] takes you and your product out of the center of the story. It focuses on your customer instead.”

IcebergIQ is proud to carry this customer-centric legacy forward, and we remember Alan’s contribution with gratitude.

Let’s work together

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