Win/Loss and Voice of CustomerFind out why you really win and lose
Independent interviews with won and lost accounts, lost-customer analysis, voice-of-customer themes and concrete recommendations for your sales process.
Is this for you?
- Win rates are falling and the reasons recorded by sales do not explain it.
- Lost customers will tell an independent interviewer things they will not tell your team.
- You want a structured voice-of-customer programme rather than scattered feedback.
- Leadership wants evidence before changing pricing, product or sales process.
What you get
- 01
Win/loss interview programme
Structured interviews with decision-makers on recent won and lost deals.
- 02
Lost-customer analysis
Why customers left and what would bring them back.
- 03
Voice-of-customer themes
The patterns across interviews, quantified and prioritised.
- 04
Sales-process recommendations
Specific changes to qualification, proposals, pricing and follow-up.
Deliverables
- Interview summaries per deal
- Themes and findings report (PDF)
- Recommendations and a sales workshop
- Ongoing programme dashboard (if subscribed)
How we work
- Step 01
Select deals and accounts; agree the interview guide.
- Step 02
Interview decision-makers independently and confidentially.
- Step 03
Analyse themes across wins, losses and churn.
- Step 04
Present findings and run a working session with sales leadership.
Why IMR for this
Independent interviewers get candid answers that in-house teams cannot.
B2B and industrial deal cycles are our home ground.
Can run as an ongoing programme alongside your CRM.
Frequently asked questions
How many deals do you interview?
Typically 20–40 per wave, balanced between wins and losses.
Will customers agree to be interviewed?
Most do when approached independently; we manage recruitment.
Can you combine this with CSAT or NPS?
Yes; see CSAT, NPS and Key-Account Programmes.
