Researching Customer Churn for a Business Device Management Platform
Role
User Research
Skills
Qualitative Research
Secondary Research
Survey Design
Team
2 Researchers
1 Research Lead
3 Account Managers
Timeline
May 2024 (6 Months)
Overview
Samsung Knox is a business platform for keeping mobile fleet infrastructure connected, protected, and productive. During this study I identified factors that effect customer churn, these findings were shared internally and helped shape future project initiatives.
Please note, exact research findings and data are NDA-protected
Research Question
What are the most common factors users think about when considering additional product licenses and/or renewals?
Approach + Methods
Secondary Research + Qualitative Interviews
Initial interviews combined with findings from previous studies in our research repo formed the initial list of possible churn factors.
Ranking Factors at Scale
In order to scale and triangulate findings I’d sent out a survey consisting of open-ended and multiple choice questions to Knox customers (N=75).
Finding the Right Interviewees
Working with the Account Management team, we identified Knox customers (N=6) who had a large (500+) fleet, currently have paid licenses, and had made recent changes to the company’s licenses. We also spoke with account managers (N=5) who had recently worked with said companies.
Research Insights
Qualitative data from interviews and secondary research was combined with survey findings to rank the most common key factors.
Please note, exact research findings and data are NDA-protected
Self-Guided Process Created Blockers
Customers expected there to be a self-guided process but often times, they would need to contact an account manager, leading to bottlenecks. One customer ended up having to shutdown operations for 2 weeks.
Knox Lacks Market Awareness
Over 90% of respondents had not heard of Samsung Knox until after contacting an Account Manager.
A report containing the list of factors was validated by the Director of B2B UX and Analytics, and Account Management teams. The findings were later presented to Product teams, Marketing and then-VP of Mobile B2B and went on to help shape project initiatives the following year.
Reflection
Product Design isn’t just for the Product Team
The collaboration with account managers was immensely helpful in guiding the research as they had much more insight into the process than us. Everything from who to talk to and phrasing of questions helped get the most out of the study.
Adapting to Constraints and Understanding the Tradeoffs
Unfortunately, things don’t always go according to plan and due to limitations, we were limited to specific regions. It was important to communicate this to our audience as some findings might resonate with differently depending on which part of the world a user is in.