Introduction:
Whereby, a highly user-friendly browser-based video conferencing solution, became an essential tool during the early months of the pandemic. With a surge in demand for remote collaboration tools, Whereby experienced rapid growth but also faced elevated churn as users hopped between multiple video conferencing platforms. Recognizing the need for a deeper understanding of their users, Whereby turned to us for help in stabilizing their growth and reducing churn through a research-driven strategy.
Work Done:
To address the challenges Whereby faced, we initiated a comprehensive strategy starting with an Audit to identify the root causes of elevated churn. Here's how we approached it:
- Value Gap Analysis:
We conducted a thorough Value Gap analysis across three areas:Qualitative: Interviews with power users, churned users, and new users to gather in-depth insights.Quantitative: Implemented quick feedback questions during user flows, such as onboarding and churn, to validate our qualitative data on a larger scale.Value Gap Autopilot: Integrated value-gap questioning into the interactions of sales and customer success teams to continuously gather insights during their day-to-day operations. - Qualitative: Interviews with power users, churned users, and new users to gather in-depth insights.
- Quantitative: Implemented quick feedback questions during user flows, such as onboarding and churn, to validate our qualitative data on a larger scale.
- Value Gap Autopilot: Integrated value-gap questioning into the interactions of sales and customer success teams to continuously gather insights during their day-to-day operations.
- Opportunity Survey:
We followed up the value gap analysis with an Opportunity Survey to uncover future growth opportunities and ensure that Whereby could capitalize on emerging trends in the video conferencing market. - Jobs-to-be-Done Cancellation Flow:
We redesigned the cancellation process by creating an end-to-end Jobs-to-be-Done experience. This approach involved proactive measures to engage users at the first signs of churn and gain valuable feedback from those who decided to cancel. - Internal Training:
To ensure long-term success, we trained Whereby’s teams to independently identify and solve similar problems. We equipped them with the skills to conduct interviews and gather meaningful data without relying on external consultants.
Outcomes:
The research-driven growth strategy led to significant improvements for Whereby:
- Refined Product Roadmap:
Insights from customer research allowed us to clear the product roadmap, focusing on features that truly mattered and removing those that were less relevant. - Robust Positioning and Communication:
We established strong, evidence-based positioning for Whereby, which attracted the right users and met their expectations, ultimately reducing churn. - New Marketing Opportunities:
The Opportunity Survey revealed data-driven marketing opportunities, leading to a major, successful marketing campaign that aligned with the newly refined product positioning. - Strategic Direction:
Our collaboration provided Whereby with a clear, data-driven strategic direction for the future. The team was empowered with the knowledge and tools to continue their growth independently, reducing churn and positioning Whereby as one of the leading video conferencing solutions on the market.
Conclusion:
Through customer research and a focus on evidence-driven strategies, Whereby was able to stabilize its explosive growth, reduce churn, and solidify its position in the video conferencing market. By the end of our collaboration, Whereby had not only addressed its immediate challenges but also became fully equipped to independently manage future growth, ensuring their continued success in a rapidly changing market.
