Why Enterprise Customers Were Quietly Walking Away
A global technology provider saw signs that some enterprise relationships were starting to shift across infrastructure and device portfolios. The client needed to understand what was driving those changes and where the customer experience was no longer meeting expectations.
How We Got There
The Challenge
Leadership needed to understand why some enterprise relationships were losing momentum, but the answer was not obvious. Different functions had different theories about what was driving the shift. To make confident changes, the client needed a complete view of the customer experience and the points where confidence was being won or lost.
What We Did
We conducted in-depth qualitative interviews with CIOs, CTOs, VPs of Infrastructure, and senior IT leaders with large organizations that had reduced spend. We explored the full lifecycle of the relationship – specific incidents, accumulated frustrations and the cumulative effect of small friction points over time.
What Changed
The research showed that shifts in confidence were rarely caused by a single moment. More often, they reflected a build-up of friction across the experience, combined with changing expectations around partnership, responsiveness, and forward momentum.
The findings went directly to senior leadership. Task forces were assembled to address specific friction points identified in the research. The organization gained a clear understanding of where the customer experience was breaking down and where targeted investments would have the greatest impact on retention.
Details modified to protect client confidentiality.