Collecting Win-Loss Feedback - Surveys or Interviews?

Insights on choosing the right feedback method based on customer segments and product complexity. Learn more about customer feedback in voice of customer programs from UserEvidence.

Quick Summary

When to use interviews:

• Enterprise-level products
• Long sales cycles (1+ year)
• Complex decision-making processes
• Strategic or high-value accounts

When to use surveys:

• SMB customers
• Time-constrained contacts
• Shorter sales cycles
• Higher volume feedback needs

Enterprise Product Perspective

Kyle Tansley:

Experience with enterprise products like ERP and HCM systems reveals:

• Decision-makers are more likely to participate in 30-45 minute interviews after long evaluation cycles
• Products with longer sales cycles (1+ year) tend to yield better interview responses
• Smaller, nimble products often receive less detailed feedback through interviews

The key finding: Product complexity and sales cycle length significantly influence the effectiveness of interview-based feedback.

SMB Customer Insights

Katlin Hess:

When dealing with SMB customers:

• Contacts often find phone calls challenging due to time constraints
• Surveys emerge as a preferred feedback method
• Customers want to share feedback but need more flexible options

Strategic Approach to Feedback Collection

Katlin Hess:

A tiered approach to churn feedback:

• Executive-level churn surveys for higher-tier customers
• Dual-option approach (phone call or survey) for SMB segment
• Initial comprehensive win-loss program covering all customer segments
• Plans to refine and segment approach based on results

Comprehensive Analysis

Key Patterns

• Feedback method effectiveness varies significantly by customer segment
• Product complexity directly correlates with interview success rates
• Time investment willingness aligns with deal size and complexity

Best Practices

• Segment your approach based on customer size and product complexity
• Offer flexible feedback options for SMB customers
• Reserve in-depth interviews for strategic accounts and complex products
• Implement a tiered feedback system based on customer value

Implementation Tips

• Start with a comprehensive program and refine based on response patterns
• Create clear escalation paths for different customer segments
• Consider resource allocation when designing feedback programs
• Monitor and adjust methods based on response rates and quality of feedback