Case Study: Reducing Churn Risk at a B2B SaaS company

Challenge

The most important customers were threatening to cancel their subscriptions because of significant deficiencies in the digital customer experience.

 

A leading provider of cloud-based software had grown rapidly over the past several years through a merger, several acquisitions, and organically. The company had implemented a new digital customer experience to support scaling the business.  Soon after the implementation, customers were complaining of issues across almost every aspect of doing business with the company. 

These problems were showing up in high support and call ticket volume, executive escalations, and complaints to Customer Success and Sales.  Although customers trusted the software products provided by the company, the experience had degraded to a point that key customers were no longer growing their spend with the company and turned to competitors. Executives were increasingly frustrated. There was little understanding on what needed to be done to turn around the situation.

Solution

In-depth qualitative and quantitative research focusing on customer “outcomes” and “jobs-to-be-done.”  Prioritize based on customer segmentation.

 

I started with an analysis of existing Voice of the Customer (VOC) sources to identify key pain points. I then dove deeper using both qualitative interviewing and quantitative research to identify the underlying causes and outcomes customers were trying to achieve. I developed a roadmap and led execution to overhaul the digital customer experience. Highlights include:

  • Addressed confusing billing and credit processing logic

  • Revamped elements of the experience to align to the customer’s “jobs to be done”

  • Streamlined the self-serve purchase experience, and aligned to customer needs

  • Developed a new release cadence, balancing the need to push out new functionality and fixes against avoiding customer fatigue.

Results

75% drop in support tickets. 50% drop in purchase abandon rate. 

 

We overhauled the digital self-serve and Ecommerce platform leading to 75% drop in support tickets and 50% drop in purchase abandon rate. Qualitative feedback from the highest tier of customers was trending positive.