The Challenge

The client’s business model creates a symbiotic relationship where the client only receives revenue when they deliver specific results for their customer. Additionally, there is no legal commitment requiring a customer to stay with the client. Thus, customer experience determines whether a customer will stay for the life of the program. Customers who stay for the life of the program receive the full benefits and achieve debt freedom. In turn, the client receives the full revenue from the customer relationship.

Reducing cancel rates by 2.5% will result in a $45-55 million revenue improvement for the client, along with improving the lives of many more customers. Typically, customers who stay with the program for 90 days tend to stay with the client for the full program. Thus, reducing cancel rates and improving early customer success (as defined as the first 90 days) will drive success for the client and more importantly for the customer.

The Approach:

Using a listen, understand and act approach, EX4CX partnered with the client to use existing Voice of the Customer (VOC) sources to understand key pain points for customers. In addition to launching a new True VOC program, EX4CX established a pod (agile-inspired) working model to tackle the following customer themes:

• Lack of clarity / customer understanding of the program

• Customers reporting a feeling of being “ghosted” after the high intensity of choosing to sign up

• A lack of connection to the brand and excitement to keep going

Focusing on what could be delivered quickly and without high technology involvement, some examples of what the pod implemented within 2 months are:

• High touch communications of Welcome Calls and Courtesy Check-in Calls in first 90 days

• Customer-friendly explanation tools of “Snackable Videos” and Infographics

• Visually-exciting “badges” that could be earned by completing key success steps in the program

The Outcome:

Results appeared immediately. Anecdotal reports from customers showed a higher degree of connection to the client. NPS began to trend upwards reflecting the improved experience. More dramatically, cancellation rates dropped significantly within the first 2 months of the program. The revenue curve improved showing a future revenue improvement of ~$50 million.

Additionally, an overall culture of customer obsession began to percolate throughout the company building a foundation for continuing positive results for the future.