The Situation
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A digital solutions company aimed to enhance its competitive positioning by better understanding factors behind lost deals within the SMB restaurant market. Specifically, the client wanted clear insights into customer decision-making processes and detailed knowledge about competitor pricing, messaging, features, and differentiation influencing customer choices.
The Solution
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Sedulo Group leveraged its deep expertise in voice-of-customer programs to create a comprehensive Loss Analysis Survey tailored to the client’s unique objectives. The strategic approach included:
Collaborative Survey Design
- Worked closely with the client to refine survey objectives and develop questions capturing critical insights.
- Conducted stakeholder interviews to ensure alignment and completeness of survey topics.
- Optimized the final survey for clarity, relevance, and maximum response rate.
Survey Execution & Administration
- Administered the survey to over 1,000 lost customer prospects provided by the client to achieve a robust response.
- Offered targeted incentives ($25) to maximize participation, securing responses from 120 qualified respondents (primarily SMB restaurants with 10-50 locations).
Comprehensive Analysis and Reporting
- Analyzed survey data to extract actionable insights addressing key research topics, including:
- Decision factors
- Pricing comparisons
- Sales process effectiveness
- Competitor influence and relationships
- Marketing effectiveness and brand awareness
- Product/service gaps
- Delivered detailed findings through:
- A raw data set
- An executive dashboard highlighting strategic insights
- A comprehensive final report featuring segmented data, clear visualizations, and strategic recommendations
The Success
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The detailed Loss Analysis Survey provided the client with valuable, actionable insights, enabling informed strategic decisions and enhanced competitive positioning. Key outcomes included:
- Clear understanding of competitor strengths, weaknesses, and specific factors influencing lost opportunities.
- Strategic insights enabling targeted improvements in pricing, messaging, and product functionality.
- Increased clarity around customer needs and decision-making processes, strengthening future competitive engagements.
With Sedulo Group’s insights, the digital solutions company confidently refined its approach, directly addressing competitive gaps and significantly improving future market positioning.