Customer WINS Matrix

The Customer WINS Matrix is a relationship diagram that allows the team to evaluate the fit between the customer’s requirements and their proposed solutions. WINS is an acronym for the various correlations that could exist between the solution and the customer’s need. Those correlations are weak, intermediate, none, and strong. By understanding the relationship between solutions and needs, the team can more accurately prioritize their ideas.


Templates are provided for personal or professional use. A single purchase is the equivalent of a single/individual license. The individual license can be used as many times as the single user desires. If you would like to purchase an additional license for multiple users, please select the appropriate quantity. For corporate pricing, please email