Listen to what your customers need. Get there before your competitors.

Traditional analysis gives you aggregated data or industry reports. A conversational interview gathers the direct point of view of customers, prospects and partners: how they describe their problems, which criteria they use to choose a supplier, where they see gaps in the offer. The material that comes out feeds your commercial strategy with concrete evidence rather than assumptions.

The AI interviewer can be used with active customers, prospects, former customers and even with contacts within the competitive landscape, depending on the objective. The protocol is calibrated on the target group: latent needs, barriers to purchase, perception of positioning, decision criteria. The Tacita team helps select the most representative sample so the insight is genuinely actionable.

The interviewer gathers the other party's needs, priorities and constraints through a structured conversation. The material is then compared with the available offer to produce a match: which solutions answer which needs, where there is coverage and where there are gaps. The result is a map that guides the commercial proposal and shortens negotiation cycles.

It's one of the most effective contexts. A structured interview lets the prospect express needs and expectations more fully than they would in a sales call. The salesperson receives an already organized needs profile and its match with the offer before preparing the proposal. That shortens qualification time and makes the offer more precise.

Over time, senior salespeople develop ways of reading a customer, negotiation tactics and the ability to recognize closing or risk signals that their younger colleagues don't see. Expertise capture makes that knowledge explicit and turns it into material you can use for onboarding, training and team alignment. The goal is to reduce dependence on individuals and speed up the ramp-up of new salespeople.

The Tacita team works alongside the company to design engagement strategies: the tone and content of the invitation, when to send it, the context of the request. The conversational format — no form, no rating scale, no self-assessment — reduces resistance. The team also helps select a representative sample, so the results are reliable even without involving the entire customer base.

Involvement is concentrated in the initial phase (objectives, scope, sample, the reference offer for matching) and in the final briefing. The interviews run on their own: each participant accesses a link whenever they prefer, with sessions of 35–50 minutes. The operational load between kick-off and delivery is minimal.

It is particularly useful with senior salespeople and key account managers, but it can be applied to anyone holding critical knowledge: whoever manages your most important customers, whoever knows a vertical or a territory inside out, whoever has built solid relationships with strategic contacts. The criterion isn't seniority but the risk of losing knowledge if they leave or change role.

Every deliverable is specific to the organization and the project. The initial phase serves to define format, sections, terminology and level of detail. If the company has templates for sales reports, playbooks or board presentations, the deliverables are adapted to them. The goal is to produce material you can use directly, with no rework step.

Each use case can be used on its own or combined. A typical sales project might bring together market research with customers and expertise capture from the sales team, producing a complete reading: what the market is asking for and what the team knows how to do. Needs gathering with matching fits in as an ongoing operational tool. The setup is defined together with the Tacita team.

The KPIs depend on the specific objective. Examples from real cases: shorter prospect qualification times, more precise offers, faster ramp-up for new salespeople, the identification of unclaimed market opportunities. For expertise capture the typical KPI is a reduction in escalations to senior staff and an increase in the team's operational autonomy.

Tacita provides complete compliance documentation before the project starts. The document covers data location on European infrastructure, the legal basis for processing, the list of people with access, how data is handled after the project, the retention period, data subject rights and the security measures in place. The document is ready to be passed to a DPO or legal team.