It is surprisingly rare for firms to have good competitive intelligence on customer migration behavior, even when the information is readily to hand. Moreover, few firms make explicit choices about which rivals to defend against and which to attack. Instead, the external competitive environment is generally treated as a uniform whole, to and from which customers are won and lost in an indiscriminate manner. This will not do! The following are questions to ask and respond to in this discussion:

To which specific rivals are you losing which particular customers, at what rate, and why? What do you need to change, by how much, to reduce that loss rate, to what extent?

From which specific rivals can you capture the greatest rate of which particular customers and why? What do you need to change, by how much, to increase that win rate, to what extent?