GROWTH DECISION SYSTEM FOR CUSTOMER VALUE
You know everything your customers did.
Do you know what they’ll pay for next?
Know where customer value becomes growth.
Decide where to focus, what to fix,
how to differentiate, what to charge, and how to win.
AS SEEN IN
TRUSTED BY 650+ ORGANIZATIONS
And the customer value decision system behind the Wall Street Journal’s Top 250 Best-Managed Companies
The Confidence to Win
Growth decisions based on customer value
W Ratings is a patented Growth Decision System for Customer Value.
We connect your financial data and operating metrics with forward-looking customer expectations, and then turn them into decision briefs for your various teams: strategy, marketing, finance, logistics, field sales, and key accounts down to the individual buyer.
The same system that helps executives decide where to invest gives a salesperson a 1-page decision brief for persuading one buyer.
W Ratings is Solving the Problems of Businesses
The Challenge for PFS
How do you get all 70+ distribution centers consistently growing in locations where large variations of customer needs, competitors, and operating capabilities exist?
The Data Connection
By fusing financial, operating, and employee data with what customers expect versus performance, each PFS distribution center builds their own playbook to pinpoint where to invest their time, effort, and resources to create more customer value and justify premium pricing.
The Results
Over the past decade, the company has successfully grown its independent restaurant case volume 20% faster than its sales force headcount.
“In my 32 years of food distribution, I’ve never seen data so rich as this. Truly a roadmap of where to focus our activities in order to increase potential for success.”
Scott Cinquanta
OpCo President
“The W Ratings information on customers, suppliers, and competitors brings such value and helps shape your business strategy. It taught our teams what not to focus on, and what truly creates value and pricing power. All of our business units saw growth at a greater rate than previous years.”
Mike Hildebrand
CEO Canada
The Challenge for Univar
How do you pull together tens of thousands of employees across multiple business divisions each with unique business models, products, and customer types to compete in highly commoditized industries?
The Data Connection
By using W Ratings’ consistent set of concepts around customer and supplier value, Univar created a universal set of metrics and a common language for both internal alignment and external messaging. The W Ratings decision system for customer value was ultimately spread across all major regions of global competition, including Brazil, Canada, China, England, France, Germany, Greece, Mexico, the UAE, and the USA.
The Results
Using the W Ratings decision system, business units grew at a greater rate than previous years. Additionally, CEO Erik Fyrwald credited W Ratings as a critical tool for effectively communicating the company’s value to the investment community prior to Univar’s IPO.
The Challenge
How do you fully tailor your food services at hundreds of clients based on each client’s requirements and preferences, while running a scalable, profitable business that does not offer cookie-cutter solutions?
The Data Connection
Because the W Ratings system is structured into multiple layers, Aramark was able to build a consistent way to track and measure value across all clients using our Ontology. Creating value then became a function of where each client’s unique data identified unmet customer expectations and the tradeoffs customers were willing to make and pay more for.
The Results
In the highly commoditized food services industry, organic growth of 4% and higher has been achieved for multiple years.
“They show us things we really didn’t understand about our customers before, telling us accurately what impacts individual markets to keep us ahead of our competition. Every time we see an increase in our customer scores, we see an increase in our market share.”
John Zillmer
Aramark CEO
Most companies have plenty of data about what already happened. None of it tells them what buyers will pay for next.
That data doesn’t exist — so we built it, and then we built the system that turns it into decisions at every level in your organization:
• Executive: Where should we invest to create the greatest customer and financial value?
• Business Unit: Which strengths can we scale and which vulnerabilities must we fix?
• Segment/Location: How do expectations and competitive positions differ?
• Account: What must we do to retain or grow this customer?
• Individual Buyer: How does this person decide, and what will create confidence to win?
One decision system.
Every level of growth.
25+
YEARS OF DATA
Decades of proprietary data that your competitors can’t buy, and the system that turns it into moves for growth.
650+
PORTFOLIO COMPANIES
A global database of competitive intelligence across every major industry.
WSJ
VETTED SYSTEM
Our customer analytics rank the Top 250 Best-Managed Companies published every December since 2017.
W-30
INDEX OF COMPANIES
To benchmark against your own customer value gaps, we rank 30 well-known brands every quarter.
The W Ratings Stack
W Ratings is built different. We are not another dashboard. Not another survey. Customer research is an important input, but it was never designed to be the entire growth decision system.
We are a system for deciding where customer value becomes financial growth.
DECISION LAYER
Our system makes AI safe, useful, and precise for you by generating playbooks and decision briefs that show how to build value for multiple teams: strategy, marketing, finance, logistics, field sales, and key accounts down to the individual buyer .
ONTOLOGY LAYER
A single, unified view of how data and value flows inside your organization to connect actions and initiatives in the real-world that impact growth. This secure layer ensures LLMs only see what is necessary, protecting you and W Ratings from stealing any intellectual property (IP).
MODEL LAYER
A living, patented model of how you create customer value and competitive moats based on what buyers will pay for. It maps every buyer’s expectations against your performance and your rivals’ — classifying how each individual buyer makes decisions using 25+ years of real-world, vetted results published in HBR and used by the WSJ to help score the 250 Top Managed Companies every year since 2017.
DATA LAYER
We construct a customer value twin of your market — connecting what your customers expect directly to how your business operates and your pricing practices.
How Our Clients Become Industry Leaders
Distributors
Quantify your value. Defend your price.
College Campuses
Be the CEO of your dining portfolio
Manufacturers
From
Rule-Takers
to
Rule-Makers
Golf &
Country Clubs
Be the Experience Architect
PE, Tech & Consultants
Mathematical Proof for the
C-Suite
Nationally Recognized and Vetted
Wall Street Journal:
Our decision system scores the
Top 250 Best-Managed Companies
Bouncing the Ball
Differently
How Competitive Strength is Being Attained These Days
Harvard Business Review:
Change the Way
You Persuade
Know How Every Buyer Makes a Decision
the one-page decision brief
CHALLENGES TODAY
W RATINGS SYSTEM
"Our reps spend so much time trying to prep for calls, but still struggle with what a buyer needs and values the most."
Prep Reps in Minutes: Get a one-page decision brief built for a single buyer showing what they will pay for next, and how to persuade them.
"Procurement is squeezing our margins, forcing our reps to keep giving discounts."
Defend Your Margins: Give reps the exact threshold of how much a buyer is willing to pay, and for what, before they even start a meeting.
"Our reps don't know why we keep losing market share and deals to competitor X."
Eliminate Deal Loss: Clearly see the unmet expectations and competitor performance that cause buyers to look beyond you.
"We know our satisfaction scores are good, but customers still resist our price."
Know Your Pricing Power: Buyers don't weigh every performance area equally. Separate issues buyers merely notice from those driving value.
The Average Buyer Does Not Exist
Be The Compass in a Sea of Similarity
Unstick the Stalled Deal
Navigate the Multi-Stakeholder Minefield
