How Dixa Increases Decision Confidence and Sales Efficiency with TestBox

The Challenge: Disruptive Software Requires Unique Sales Approach 

Dixa’s innovative conversational customer service platform enables organizations to treat their customers more like friends and less like transactions. This groundbreaking approach requires a shift in the way customer service teams traditionally operate. Additionally, customer service software is a mission critical purchase that impacts a wide range of internal stakeholders and has direct influence on a company’s relationships with their customers. 

As a result, Dixa needed a way to help buyers understand the power of their platform, envision how it would work within their organization and align key stakeholders — from executives and IT teams to end users — to make a confident purchase decision.  

Blank Trials Lacked Context

To help solve this challenge, Dixa explored several approaches — including adding a free trial option to the website that lets users explore a blank Dixa environment with some light guided walkthroughs. While these trials let prospective buyers see the product, they didn’t provide enough context for prospects to understand Dixa’s differentiation and unique approach and did not help prospects answer key technical questions that arose in their evaluation — which ultimately led to the involvement of a seller or solutions consultant, one of the key dependencies the trial was intended to eliminate.

Limited Resourcing Impacts Buyer Experience

The Dixa team realized they had limited ways for a buyer to experience their platform without the assistance of a solutions consultant or account executive. While it would be great to have the technical savvy of a solutions consultant on every deal, it wasn’t scalable. They needed a more efficient approach that enabled customers to experience the Dixa platform for themselves without needing to be handheld by a member of the sales organization.  

“We only have so many solution consultants, right? As much as we would love to give love to everybody, we can't do that. The economics don’t make sense,” said Maurits Pieper, Director of Partnerships at Dixa.

The Solution: Scalable Proof of Concepts Increase GTM Efficiency And Effectiveness

Dixa turned to TestBox to create one-click, preconfigured proof-of-concept instances that enable buyers to test Dixa for themselves. Because these instances come pre-filled with demo data, they were a welcome improvement from the blank trial environments and allowed buyers to more quickly see and understand Dixa’s functionality and differentiation.

“For us, it was a little bit frightening to just give out access to our products and hope for the best, but we knew it was the gateway to a more scalable setup,” said Maurits. “But the results speak for themselves.” 

Improved Win Rates and Higher Decision Confidence

TestBox’s proof of concept instances enabled the Dixa team with a new tool for their  go-to-market motions. When they provided buyers with a pre-configured instance, not only did they see higher win rates - 3X higher, to be exact - the team noticed that buyers raised questions and objections earlier in the sales cycle and ultimately were more confident in their purchase decisions. 

“We’ve seen these fantastic scenarios where people spend 10, 15 or even 20 hours inside a TestBox instance. And when you ask the sellers what happened and why it works, they’ll tell you it eased the buyer. These TestBox instances increase buyer confidence in the sales process — and that might not be something you can put into a metric, but when you see it from the words of the prospects and eventual signers, you definitely take note.” 

Empower Sellers with a “Digital Solutions Consultant” 

The proof-of-concept instances empowered Dixa’s account executives with a way to share critical information about the product, without having to rely on solutions consultants. 

“Arming our account executives with a TestBox environment is like empowering them with a digital solutions consultant that can help them better pitch the platform and answer product questions throughout the sales process — all without having to bring a solutions consultant in to do a workshop.” 

The proof of concept environments have proven especially helpful for Dixa’s newer sellers and account executives working small to midsize deals that don’t always qualify for solutions consultant support. The POC instances not only help these sellers close more deals, but help enable them to better understand and articulate the platform’s value to their buyers.

“If TestBox disappeared, we'd see a drop in win rates. Our solution consultants would be overwhelmed by the support demand from our account executives that we’d likely raise the threshold and qualification criteria to get strategic SC support."

Effortlessly Showcase New Innovations

Another key benefit for the Dixa team is that the TestBox proof of concept were able to keep pace with the team’s rapid development cycle. Because of the way TestBox proof of concept instances are created — by ingesting data into the live product — they automatically reflect the product’s latest releases, without requiring any extra effort.  

“We’re always releasing new features in our product, so it was important that TestBox environments could keep up with our product cycles and not create a lot of extra work for our team.”

Support Partner Enablement 

The Dixa team has found additional use cases for their proof of concept instances — including partner enablement and prospecting. Maurits leverages TestBox instances to show potential partners the power of Dixa and educates existing partners on the latest features and new functionality. He also allows partners to send TestBox instances to their customers as a way to demonstrate use cases. 

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