Engagement overview

BSG proposed an approach that would enable the client to understand the reasons contributing to a concerning onboarding drop-off rate. One of the key requirements was to ensure that the solutions identified could be implemented pragmatically, so improvements to the drop-off rate could be achieved quickly, while driving short-term benefits.

In collaboration with key stakeholders, BSG also built a roadmap of medium- to long-term initiatives that could be adopted by the client on completion of the project. This involved working closely with client stakeholders throughout the project to build ownership with regards to the approach and ultimate solution.

This short term, high energy engagement ran for a period of ten weeks. This meant the project team had to work quickly to identify the possible reasons for the high drop-off rate.

The BSG team identified four hypotheses based on an initial week-long review of the client’s sales data prior to the project’s commencement, as well as BSG’s industry experience on key problems experienced during onboarding. These were then presented to the client and agreed upon as the scope of the analysis.

In order to ensure consistent feedback was received by the client through the analysis period, a two-week iterative approach was adopted. This ensured regular feedback to client stakeholders on each hypothesis area. Through each iteration multiple lenses were taken into consideration:

  • Customer: Ethnographic interviews were conducted with customers who had dropped off to understand how customer experience, behaviours and drivers were impacting drop-off
  • Data: Data extracts across multiple areas of the onboarding process were statistically analysed to support the customer insights as well as uncover additional trends and data insights
  • Industry research: Onboarding industry research was incorporated into each hypothesis and used as a basis to formulate insights

Each successive iteration built on the iteration before to develop deeper and more robust insight and recommendations. For each of the key themes, recommendations were developed, providing the following detail:

  • Short-term initiatives: Detailing quick wins that could be implemented immediately to address the drop-off rate
  • Long-term initiatives: Detailing strategic initiatives that would lead to lasting improvement in the number of profitable customers
  • Benefits and metrics for success: To enable measurement of the improvement in the drop-off rate as well as lead indicators to enable proactive management of potential issues
  • Roadmap for delivery of the initiatives: Detailing the tasks and timelines to implement the initiatives as well as client owners for each initiative

Making a difference

Making a difference in communities

By combining customer experience design techniques with data analytics, BSG was able to uncover the issues contributing to the significant drop-off rate in the client’s customer onboarding process. These reasons were then used to identify pragmatic short- and long-term interventions to reduce the drop-off rate and enable the client to work towards its strategic growth and revenue targets.

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