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| "Some of the market has chosen to use us, but others have not. They seem to look like the same people, have the same needs and expectations of us, but some have chosen to stock and service our products, and some have not. We're not sure why."
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| Situation |
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You win some. You lose some. Wouldn't you like to know why? An MR&C financial services client had a product, and while some businesses liked it, others rejected it. It cost a fortune to advertise and build a sale, so the client wanted to ensure that what they were investing in advertising was going to work. Further, they wanted to better understand why some customers bought the product and others didn't even though they seemed like the same types of companies with the same needs and expectations. |
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MR&C designed a dual-methodology using WEB-based WIN / LOSS ANALYSIS research among current and potential customers, then followed that with in-depth interviews after the sale - or attempted sale. |
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| Result |
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The client refined their target audience, as the financial institution was tending to sell to all its clients, while the best audience was a smaller business. Large businesses provided more revenue, but the product wasn't suited for the customer service headaches that resulted, and the client adjusted both the selling tactics and the product characteristics to appeal to both audiences. |
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