The Challenge
In anticipation of DealTap's new product release, my role was to develop customer success programs that ensured customers were actively using the product and ultimately renewing their subscription. Throughout discovery, three challenges were identified:
Users are currently using 3-4 tools to complete real estate contracts. Migration will be an uphill battle
Tech fluency is low as the average age of real estate agents is 55 years old
Target customer is top-producing real estate agents who have little time & patience to learn new technology
Huge leaps forward can be made by understanding not what user need to "do" but what they want to solve by using DealTap. Through extensive customer research, I identified a DealTap user's desired outcome to:
As the user moves step by step in the app experience, I designed an on-boarding process that identified & eliminated friction points so that they can reach their desired outcome or "Aha" moment.
Step 1
Identified steps customers would normally take to reach their goal
Select Client
Create Paperwork
Share to Client for Signing
Step 2
Mapped the customer steps to actions in DealTap
- Create Client Folder
- Select & Edit Contracts
- Click 'Send'
Step 3
Deep empathy uncovered a key friction point that stopped users from continuing
Step 4
With product's collaboration, I devised a solution that eliminated user hurdles
Health scores with triggered alerts guided success teams and automation tools to reach out to segmented customers with an appropriate response.
Survey
"We'd love to hear your feedback"
"Tips on sending documents to clients"
Phone
"We haven't seen you in a while..."
Given the time sensitivities with real estate offers, I developed comprehensive support channels to address questions from low to high levels of urgency.
Using Looker Analytics, I developed comprehensive dashboards that measured product usage, feature utilization and time-to-task-completion. This helped identify what areas to solve in the user journey.
Results
19%
conversion rate from
free to paid subscription
3.9
monthly logins per user
87%
customer service satisfaction rate
45 mins
support email
first response time
3%
annualized churn rate
75%
of customers utilized 3 core features within 7 days of sign up
