Overview
Win/loss interviews are one of the highest-value feedback mechanisms available to any business. They are also almost universally conducted poorly. The interviewer asks why the customer left, the customer says "we found a solution that better fit our needs," and the company logs "competitive loss" without understanding what "better fit" actually means.
The real decision criteria — the actual reason a customer churned, chose a competitor, or stayed despite considering leaving — almost never surfaces in the first answer. It surfaces in the third or fourth question, when the customer realizes the interviewer is genuinely curious rather than looking for validation.
What you get: - Interview recruitment scripts (how to get churned customers to agree to an interview) - Question sequences for three interview types (churned, lost prospect, retained) - Probing technique for surfacing real decision criteria beneath polite answers - Analysis framework for identifying patterns across interviews - Synthesis template for sales and product team handoff
Built for: customer success managers, product marketers, and sales leaders who need accurate competitive and churn intelligence — not polite exit survey data.