Client Context  

A leading automotive OEM partnered with InXiteOut to address a critical challenge: potential buyers of two key commercial vehicle nameplates were ultimately choosing competitors over the brand. 

The Challenge: Decoding the "Lost Sale" 

The client needed to move beyond simple sales data to understand the deep-seated reasons behind this rejection. They faced critical blind spots regarding: 

• Competitive Pull: Understanding specific functional strengths (such as payload capacity or terrain capability) where competitors consistently outperformed the brand. 
• Process Breakpoints: Identifying friction points in the dealership experience, financing availability, and vehicle delivery that drove customers away. 
• The "Ideal" CV: Determining precisely what the commercial customer valued most to align future product development with livelihood needs. 

The client commissioned feedback calls with lost prospects (customers who purchased a competing vehicle) to uncover these insights. 

The InXiteOut Approach 

We analyzed feedback from lost prospects across both vehicle segments. We leveraged MEGHNAD, our proprietary VoC intelligence accelerator, to break down exactly why the sale was lost using a three-part diagnostic framework: 

Functional benchmarking 

We benchmarked the brand’s vehicle directly against the competition to isolate the specific product gaps driving rejection. 

• Payload & Capacity Analysis: We extracted and compared specific customer requirements regarding load bodies and tonnage against the brand's current specifications to identify gaps in utility 
• Terrain Suitability Assessment: We mapped customer feedback regarding vehicle performance on different road conditions (rural vs. highway) to assess perceptions of "ruggedness" and durability compared to market leaders. 

Buying experience audit  

Beyond product specs, we audited the entire sales cycle to identify process-related friction points. 

• Dealership Operations: We analyzed feedback on the pre-purchase experience, specifically tracking availability of test drive vehicles, stock readiness, and responsiveness. 
• Financing Friction Analysis: We evaluated the impact of financing options on the purchase decision, comparing the flexibility of the brand's loan offers (down payments, approval speed) against competitor packages. 

Commercial impact analysis  

Finally, we connected these product and process gaps to the customer's business economics to understand the root cause of the decision. 

• Earning Potential Modelling: We correlated functional features (like payload) with the customer's ability to generate revenue per trip. 
• Business Continuity & Risk: We analysed how customers perceived vehicle durability and reliability as proxies for "uptime," determining how these factors influenced their assessment of business risk. 

Technology stack used 

• MEGHNAD, IXO’s VoC Intelligence Accelerator  
• Azure ETL Platform  

Benefits Delivered 

The insights enabled the client to take specific strategic actions to address the causes of rejection: 

• Guided Product Roadmap & Strategy: Validated the need for bigger load bodies and higher payload capacity to match competitor specs.  

One year after the study, the client launched a new vehicle in the higher payload segment, partially supported by these strategic inputs. 

• Strengthened Durability Positioning: Refined the brand positioning to aggressively communicate durability and reliability, directly countering the competitor's "ruggedness" advantage. 
• Enhanced Financing & Communication: Addressed financing rigidity by introducing flexible loan options and exchange programs. Crucially, the communication of these offers was improved to ensure budget-conscious buyers were fully aware of the affordability support. 
• Improved Dealership Processes: Addressed gaps in stock availability and responsiveness. The client implemented measures to ensure test-drive vehicles were available and streamlined documentation to match competitor delivery speeds.