Interview coverage

What is interview coverage?

Why is it important?

A great win-loss program aims to represent as much of your pipeline as possible. It’s rarely possible—or economical—to interview every customer, so it’s critical to make sure your interview coverage is representative of your actual pipeline. If you only interview losses in North America, but half your revenue comes from Europe, there’s a good chance that your loss reasons in North America won’t be exactly the same as your loss reasons in Europe. Similarly, focusing your program only on new business might mean that you miss out on other opportunities to understand how existing customers (renewals, upsells, and expansions) are driving your revenue growth. 

Broader coverage across your product lines, regions, customer segments, and customer journey stages enhances the quality of insights gathered and fosters actionable recommendations for future changes and improvements.

  How can it be improved?

1. Utilize Clozd to answer specific segment or geographical questions. Clozd can focus on the business segments or geographic regions that may need more attention. This helps ensure that you’re covering all relevant areas and obtaining comprehensive feedback across different parts of your market.
2. Expand your program to include the experiences of current and past customers. Go beyond win-loss interviews by also conducting customer satisfaction (CSAT) and churn interviews. This broader approach provides insights into the experience your current customers are having and the reasons past customers chose not to renew their contract. This paints a more complete picture of—and highlights specific strengths and pain points throughout—your customer lifecycle.
3. Explore areas where you have a low win rate. Analyze CRM data to identify segments or regions with low win rates. Understanding the factors behind these underperformances can guide your strategic initiatives and set you up for improvement in the future.
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