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New technologies

Helping new technology players understand adoption preferences, customer expectations & willingness to pay, and pain-points / latent needs of core customers

What We Do

After sales support benchmarking
Buyer NPS diagnostic
Competitive benchmarking
Cost benchmarking
Customer journey mapping
Customer needs assessment
Market potential assessment
Post launch feedback
Target screening and diligence
Unit economics benchmarking
Voice of customer

After sales support benchmarking

How does the scope of after sales support of the client vary with competition?
How does the client compare with industry peers in key after-sales support metrics such as ticket resolution time?
How much does the client spend on average in after-sales support vs industry benchmarks?
Is after-sales support adding value to the buyer? What are the areas of improvement in after-sales support?
What should be the KPIs for tracking the performance of after-sales support?

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Buyer NPS diagnostic

How likely is the buyer to become a brand ambassador of the tech product?
How does the NPS vary across customer groups and how does it compare with key competitors?
How does the tech product's / software's NPS vary with competitors?
What are the key reasons for a customer to be a promoter / detractor?
Are customers using new features in the product? What is the adoption rate?
How likely is the customer to become a brand ambassador of the tech product / software?
What are the relative strengths and weaknesses that have the highest impact on NPS?
What is the level of the stickiness of the technology product / software across customer groups?

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Competitive benchmarking

Who are the key competitors and what are the features of their tech product / software?
What is the market share of competitors in the product group and how are they winning?
How does user experience compare across different competitive products?
How does competition fare against important industry metrics?
What is the market positioning of different competitive products?
What kind of customer groups do competitors target, and how does the value proposition differ between players?
How are competition's products priced and how are they changing in recent times?

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Cost benchmarking

How does the technology / software development cost of the client fare with that of competition?
What is the structure and breakup of cumulative cost?
How do individual cost segments such as 'after sales service’ compare with the competition?
What are the areas of improvement for the client with respect to competition?
Does clients additional cost provide it a differentiation against the competition?
What are the global best practices for cost optimization?
What are some of the short-term and long-term actions that can help optimize cost?

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Customer journey mapping

What are the typical purchase processes and buyer journeys across different product categories / buyer types?
Who are the key decision-makers or influencers in the product purchase journey across product categories / buyer types?
What are the main touchpoints in the buyer journey and which stakeholders are involved with these touchpoints?
What is the role of the sales and marketing and customer support team in each stage of the purchase and product usage journey?
How is the service support experience with the product's customer success team?
How does the company fare in customer success metrics such as Average Ticket Resolution Time vs. competitors?
What are the specific pain points and areas for improvement at different touchpoints?
How is buyer satisfaction across different touchpoints of the customer journey?

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Customer needs assessment

Who are the customers of the technology product / software?
What are the use cases that the tech product addresses across different verticals / customer types?
What are the key purchase criteria for the tech product and how do they differ across businesses depending on their industry, size, and vertical?
What are the 'must have' vs 'nice to have' features in the technology offerings?
Preference for integrated vs point solutions and horizontal vs vertical solutions? What are the primary reasons to adopt the product?
What is the stickiness of the technology solution in terms of criticality to business and switching costs?
What is the customer's willingness to pay for various features? What features can make the technology offering premium?
Are there any product offerings unavailable to customers? Is the opportunity significant?
What are some of the unmet needs across existing products / services and reasons thereof?
How to understand emerging needs and deepen relevance to personalize the technology company’s product?

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Market potential assessment

What is the bottom-up / top-down market size across different product categories and geographies in the relevant technology space?
What is the company's TAM (Total Addressable Market), SAM (Serviceable Addressable Market), and SOM (Serviceable Obtainable Market)? What is excluded in SAM and SOM?
How fast are various markets in terms of verticals / customer types / use cases / geographies growing in the relevant technology and software space?
How much market share can the company potentially achieve in various markets?
What is the possible market share that the company can gain from its current product offerings vs. from building new products?
How much of the market share can the company gain from the currently penetrated market i.e., from existing category buyers vs. from new market development?
How is the market potential split across different geos / customer segments / channels etc. and how is it expected to grow?

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Post launch feedback

How does the product / software sales align with the client's pre-launch expectations?
Which are the right channels to get post-launch feedback?
Which buyer groups should the client target for holistic feedback on the product / software offering?
Did the launch message resonate with target buyers? Where else do they need more clarity?
How does the technology product / software feedback vary by buyer types?
What challenges do target buyer segments see in using the technology / software product?
How has the adoption of technology product / software changed in its lifecycle? How does it compare?

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Target screening and diligence

How fragmented is the market in which the target is operating? What are the other suitable acquisition / investment opportunities in the target's market segment?
How does the target fare against competition across key operational, organizational, and financial metrics?
What is the depth in the technology / software portfolio of the target company vs category peers / leaders?
What are the key demand drivers for buyers?
How is buyer behaviour going to change in the future? What trends are expected to shape buyer behaviour?
Which buyer segments are driving the category? Which segment does the target cater to?
What is the CAC and LTV of target accounts? Are they above/ below industry standards?
How adept is the existing management at driving growth? What is their track record?
In how much time can the target scale their business?

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Unit economics benchmarking

What are the different revenue streams per buyer? What are the drivers of revenue?
How much does it cost in time and money to service / acquire a buyer? How will the product development cost affect unit economics?
What fixed and variable cost components are associated with servicing a buyer?
What are the drivers of fixed and variable costs?
What is the break-even scale and time taken to reach breakeven?
How does the unit economics vary across buyer segments (industry vertical, size, etc.)?

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Voice of customer

What are the reasons for the preference of the client's product over others?
What is the company's perception amongst customers and non-customers in the space?
How do customers rate the 'sales and service' experience of the technology company?
Are existing customers referring to the company's product? What is the viral coefficient?
How to use 'voice of customer' and sentiment analysis for product improvement and enhancing customer satisfaction?
What are the reasons for the preference of a particular technology product / software brand over others?
What are the key elements to provide a comprehensive buyer experience?

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Connect with our New technologies Experts

Hitesh Gossain

CEO, Network

Amar Choudhary

CEO, Intelligence & Insights

Abhishek Maiti

Director, Intelligence & Insights

Praneet Singhal

Director, Intelligence & Insights

Related Case Studies

Concept validation of medical supplies procurement software

Objective

A software development firm wanted to conduct a deep need-gap analysis to understand the pain points and purchase preferences of a specialized group of buyers

Methodology

Conducted in-depth consumer interviews (N = 50) across prospective buyer groups of different sizes to establish different customer segments and identify their pain points and purchase preferences
Conducted quantitative survey (N = 200) across 5 cities to understand hospitals / medical centres pain points and product features that customers deemed necessary in procurement software
Conducted A/B tests for the beta version of the product (N = 25) across 5 cities for the established customer segments on a one-on-one basis or in a focus group setting to receive feedback on the product

Impact / outcome

Client could identify the key purchase criteria of hospitals for the procurement software
Client was able to understand user preferences on various product attributes thus feeding into quality product features

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DeepTech sector scan

Objective

A large PE fund wanted to understand the whole DeepTech landscape to find a potential target that is a perfect fit for their investment thesis, meeting both commercial and social impact benchmarks

Methodology

Dissected the whole DeepTech landscape into 24 sub-sectors, eliminated 8 sub-sectors which didn’t align with the investment thesis
Prioritized the remaining 16 sectors based on a ~40 criteria scorecard
Prepared a detailed landscape for all the sub-sectors by clustering the players logically
Studied the deal flow, unit economics to highlight the potential targets who were at the right stage in their journey to fit into the fund’s investment and exit objectives

Impact / Outcome

Helped client understand the DeepTech landscape along with potential opportunities in line with their investment thesis

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Estimating loyalty and causes for churn

Objective

Investor in Player X (portfolio company) wanted to estimate loyalty and causes for churn among the paid users of the EdTech app

Methodology

Survey & in-depth interviews were undertaken for users of different exams (UPSC, IITJEE, Banking / Railways) to find the reasons for churn?
Helped the client with a detailed understanding of the ‘reasons for the subscription of the paid version of the app’?
Built recommendations for customer retention while acquiring new customers

Impact / outcome

Identified detailed reasons for app subscription and reasons for customer churn / non-renewal
Quantitative insights across exams / city types were reinforced through in-depth interviews of respondents

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Market assessment of AI based construction start-up

Objective

A leading conversational messaging platform wanted to understand the sentiments of the customers and the suppliers through their respective journeys

Methodology

In-depth interviews (N = 30) with 2 Target companies’ suppliers to understand the value proposition, pain points, brand awareness, customer stickiness, tech adoption, customer support, etc
Conducted customer surveys (N = 50) to understand the quality, availability, pricing, and payments, consistency, category depth, customer support, etc

Impact / Outcome

Successfully provided client with a deep understanding of customer and supplier behavior, major drivers, pain points with the help of mapping their journeys

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Understanding purchase behavior and price sensitivity

Objective

The client wanted to understand the customer perception, user behavior & trends, and their price sensitivity

Methodology

Conducted a customer survey (N = 1,500) and IDIs (N = 10) with users of the target platform along with (N = 1,000) and IDIs (N = 30) with users of competition platforms to understand awareness, usage, and key selection criteria
Understood customer buying frequency, average spend, and NPS
Evaluated price sensitivity of the buyers and end-use trends of heavy spenders

Impact / outcome

Successfully provided the client with a deep insight into the different behaviors exhibited by customers across different spend ranges

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User survey for Conversational Messaging Platform

Objective

A large conversational messaging platform in India wanted to undertake a customer survey to conduct pre & post-campaign evaluation that helps them understand the impact of the campaign and recognize brand perception among customers

Methodology

Conducted a survey with N = 900 users of Conversational Messaging Platform (across 7 metro cities and 4 tier 1 & smaller cities) to get insights on their brand awareness, usage, experience, and content consumption
Discovered insights on various online platforms’ content consumption by their customers to improve the efficiency of marketing campaigns over different platforms
Studied ways to improve brand awareness among the users

Impact / Outcome

Successfully provided customer awareness across platforms, and Target company’s campaign awareness
Assessed customer’s usage & transaction preferences and experience with the target platform

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