Case Study
Global Technology Company
CUSTOMER EXPERIENCE
Technology
Unlocking cross-platform value through strategic engagement.
THE CHALLENGE
A multinational technology company faced a critical growth opportunity: encouraging existing members to use more than one premium benefit within their subscription service. Data confirmed that members who engaged with multiple services showed significantly higher retention rates.
Despite millions of members actively using either Benefit A or Benefit B, they rarely crossed over to experience both. In 2020, the client identified 22 million Benefit A-focused members who never used Benefit B, and 3 million Benefit B-focused members who never used Benefit A.
Despite various tactical initiatives, the client lacked strategic insight to effectively address customer barriers across the US, Germany, Japan, and Brazil.
OUR STRATEGY
We implemented a comprehensive, multi-market research approach to understand the distinct user journeys, barriers, and engagement opportunities:
– Conducted diaries with members across four countries to capture authentic usage patterns
– Followed with in-depth interviews to explore specific barriers identified in the diaries
– Investigated market-specific barriers including payment concerns, content relevance, and competitive alternatives
This approach revealed that members typically joined with a single benefit in mind and identified specific moments when members would be most receptive to cross-benefit messaging.
IMPACT
Our research enabled the client to implement a comprehensive cross-benefit strategy by:
– Providing UX recommendations for timing and placement of messaging to minimize disruption while maximizing conversion
The resulting strategy enabled the client to move beyond generic promotions to a contextually relevant approach, positioning them to exceed their goals of activating an additional 3.4 million dual-benefit users, strengthening member engagement and retention.
