Redesigning a $16M
Service Experience

Helping customers onboard faster and save time with CRM and Marketing Automation best practices.

Demonstrated Competencies:

Design Leadership and CX Design

Year Completed:

2015

Goals:

• On-board customers faster and increase 90-day retention
• Design, test and implement the new paid service across a fulfillment team of 60 in six months or less
• Streamline operations and process to reduce human errors and create execution consistency
• Create repeatable training to aid in new employee on-boarding and quality assurance
• Reduce customer "no-shows" and costs related to rescheduling
• Reduce customer project scope creep; a material amount of customer fulfillment windows extend beyond 90 days

Objective

Re-design the customer experience of the Infusionsoft’s $16MM flagship onboarding service to onboard customers faster and increase 90-day customer retention

Critical Problems to Solve:

• Sales team inaccurately sells the capability of the service offering and fails to set customer expectations
• Customers find it incredibly difficult to complete "getting started" with their software after service fulfillment; post-completion customer retention significantly impacted
• After purchasing, customers do not hear from an employee leading up to the first call in their implementation package which is leading to 10% percent cohort cancellation rate in the first 7 days
• Nonexistent product marketing; customers aren't aware of the benefits/value they will receive
• Absolutely no consistency in how the service is delivered to customers or in how new hires should deliver the service
• Manual processes causing inefficiency and inability to accurately report the health of the  customers and operations
• Lack of measurable customer outcomes to ensure on-boarding success
• Consultation call "No Shows" costing the company hundreds of thousands of dollars annually due to delayed revenue recognition and scheduling bottlenecks; customers either forgot they had a scheduled appointment, did not find value in the remaining consultation calls, or weren't prepared to move to the next step due to challenges in working with the software

Design Approach

How do you take a required, 90-day onboarding service that is delivered to over 1000 customers a month with drastically different needs and experiences and enable 100+ employees across sales, fulfillment, service, and marketing to deliver a vastly superior experience without any disruption to the customer?

The answer - the service design toolkit. By using design tools such as service blueprints, bodystorming, data modeling, design-thinking + rapid experimentation and more my team was able to successfully orchestrate and lead this critical strategic priority to deliver on-time, with zero customer disruption. Understanding the customer journey, facilitated by the service blueprint, allowed us to deeply understand the weak points in the customer and employee experience and to create empathy throughout the organization.

The single, most-important mechanism to delivering fast results was the creation of alpha and beta test teams. These small, agile teams were able to work outside of the normal process and incentive structure to focus solely on experimenting with different service delivery models and assess customer results. Each week’s learnings and design iterations were documented which lead to A/B tests in the following week’s execution sprint. This process of rapid experimentation allowed us to take a typical 6-12 month design process and reduce it to just eight weeks!

Through persistent, cross-departmental collaboration we were able to change a litany of ineffective, entrenched processes and behaviors that were harming the customer experience. Confidence in both the Sales and Delivery teams increased substantially and a new era of Sales and Service cooperation was ushered in. As a result of the success of the re-design, my project team was the recipient of the monthly CEO award as well as the monthly Innovation Award.

Results