Purchase triggers
CUSTOMER PRODUCT PREFERENCES
Understanding the preferences of customers and prospects is vital to your success.
We can uncover what drives customer behavior.
CLIENT SUCCESS STORY
Fending off a disruptive new technology
Client Situation
A disruptive player had introduced a new technology with the potential to attract a significant share of our client’s accounts…was it all just buzz, or were customers finding it compelling enough to switch?
Ananya Approach
Ananya conducted touchpoint interviews with IT decision makers that had deployed the new technology to understand the use cases, their primary motivation for switching, what they valued in a vendor, and their overall level of satisfaction.
Results
We discovered that for certain use cases, the new technology was very compelling— prompting our client to double down on its investment in the same technology to stem future customer defections.
CUSTOMER DEMAND TRENDS
Understanding the future direction of customer demand can help you get ahead of the curve.
Our research discovers what customers are thinking.
CLIENT SUCCESS STORY
Clarifying future market growth
Client Situation
A leading professional services firm was seeing an emerging tendency towards client “DIY” for its main offering, and was divided internally about how markedly this would impact future demand.
Ananya Approach
Via 50 touchpoint interviews with their clients, we discerned past and expected future usage of outside services. We also probed willingness to consider our client as a provider of other different, but related services.
Results
We found that our client’s business was indeed under threat—and likely to weaken further over the next 3 years. However, there was a silver lining to the story. We discovered one segment which was much more “sticky.” Our client was able to re-orient its marketing and business development efforts to target this promising segment, helping mitigate slackening demand.
CUSTOMER SATISFACTION
Eliminating areas of customer dissatisfaction is key to improving sales.
We can help you get to the heart of what drives satisfaction.
CLIENT SUCCESS STORY
Using customer satisfaction data to grow revenue
Client Situation
A retailer was collecting a multitude of satisfaction data across its in-store and online interactions with customers, but much was going unused; how could it improve its practices to grow sales?
Ananya Approach
Ananya took a three-prong approach to assist our client: analysis of the existing customer satisfaction data, a review of the current research instruments, and competitive intelligence into the CSAT practices of key rivals.
Results
Our analysis sorted through the chaff to confirm the single largest satisfaction issue facing our client, enabling it to immediately kick off an initiative to remedy the problem. We also recommended fixes to flaws in the survey instrument design and data collection methodology, to make future satisfaction data more actionable as a tool to grow revenue.
CUSTOMER PURCHASING PREFERENCES
How do prospects want to buy? Who influences them?
These are their purchasing process preferences, and you must understand these preferences to reach them effectively.
CLIENT SUCCESS STORY
Solving an SMB growth mystery
Client Situation
A software provider was growing its sales nicely to enterprises, but was not seeing similar take up with SMBs; it wanted to understand why, and what could be done to reverse (or at least stabilize) the trend.
Ananya Approach
Ananya employed in-depth customer interviews and touchpoint interviews with channel partners, plus competitive intelligence to flesh out a full picture of why it was experiencing difficulty in reaching SMBs.
Results
Our findings uncovered the tendency of SMBs to sole source their purchasing decisions based upon the advice of a trusted reseller (versus enterprises that buy direct). Our client had fewer tenured resellers, harming sales to a much greater extent than it had realized; armed with this information it was able to evaluate options to enhance the productivity of its partner ecosystem to mitigate the deficiency.
CUSTOMER OPINION ON COMPETITORS
Prospects are making vendor choices every day.
Do you know how they view your competitors?
CLIENT SUCCESS STORY
Creating a sales playbook to target competitors
Client Situation
A software provider was seeking to develop a playbook to counter and sell against competitors, and wanted to understand why customer chose to defect from their incumbent vendor(s).
Ananya Approach
Ananya fielded touchpoint interviews with customers across the client’s industry, including those of selected target competitors, to learn why they left their prior vendor, why they chose their new provider, and details on the sales process.
Results
Our research revealed that platform consolidation was the primary driver for moving to a new vendor; that best-of-breed providers were most at risk from customer defection, and that one competitor in particular was vulnerable. Our client was able to hone its sales focus to target the weaker competitor.
We are a boutique management consulting firm, known for melding competitive intelligence and customer research with strategy to deliver practical recommendations for our clients.