Case Study — Improve Customer Retention

Case Study — Improve Customer Retention

The Client, a large technology company, had an established Customer Advisory Council program with a history of past successes. However, after 3 years and several executive changes, it had diminished to a fun getaway for Customers, who would send mid-level team members instead of senior people

Analysis

vThe event was being used by the Client’s sales leaders to push the latest offerings

vCustomers would delegate down as they did not know the purpose of the meeting

vConversations were one sided, with no follow up actions agreed upon

What we did

vUnderstand and explain to the Client’s senior leadership that their Customers
would appreciate help with improving their services and guiding new offerings

vFlip the format such that Customers would present and network for 70% of future meetings, while the Client would speak for 30% of the time or less. The Client would focus on its new offerings and progress on implementing suggestions from Customers

vThe Client and its customers mutually agreed to a year long journey reinventing
the program as a serious and transformative shared undertaking

Results

vThe event-based approach was reimagined as a specific, year long campaign

vAttendance was refocused on CxOs of Global 500 companies with no delegation

vThe Client and its Customers recommitted the CAC program to a shared purpose, meaningful shared stakes and common goals

vThe program spawned multiple workgroups working on separate themes which would converge towards solutions to the big business challenge the group had identified