Success Brief: Global Software Leader
Customer Experience and Touchpoint Mapping identify significant opportunities for process improvement, reduced cost, increased revenue and stronger partner and customer relationships.
A lack of understanding around what motivated customers to upgrade, along with lack of clarity on the value of upgrade interactions, hampered this global software leader's ability to plan, improve and accurately anticipate customer actions and revenue drivers.
Focusing on the greatest revenue opportunity, MCorp conducted Customer Experience and Touchpoint Mapping® research along the repurchase segments of the Customer Relationship Lifecycle. Specifically, we analyzed the process in depth at the stages of consideration, knowledge, (re)purchase, satisfaction and loyalty through qualitative, highly directional research, that included structured 1-on-1 interviews with partners (resellers) and end-user customers, measuring and analyzing customer perspectives and motivations.
While a better understanding of motivations to upgrade was key, a more critical—and illuminating—finding was that the company fundamentally misunderstood the process for upgrading software. And while the prescribed upgrade process was highly detailed, it was not practiced or endorsed by the marketplace.
Recommendations were filtered through a dual lens of touchpoint value and cost, and efficacy, as measured by their ability to move customers through the upgrade channel. This entailed reducing the number of individual touchpoints, focusing on high-value touchpoints, and reorganizing the upgrade process.
By quantifying business value and focusing accordingly, we were able to guide this client to clearly define responsibilities and feedback loops. Among other wins was a 37% reduction in touchpoints and a 20% reduction in the ongoing cost of creating and managing touchpoints—all driving better experiences, stronger relationships and stronger sales.
