Empowering outcomes.

Enhancing how customer success is perceived for IT-savvy subscribers.

Team output

Web design
UX strategy
Brand strategy

Personal contributions

Brand strategy
Tagline
UX strategy
Web copywriting

Situation.

Imagine your customers switch to your competitors because they perceive they don't get value from your products. Even though the services they need to improve their understanding, engagement and business growth are there on the table and already paid for. Frustrating, right?

This well-known virtualization software giant can relate. It had to get customers to embrace the extra services they receive with their products and tempt heavier investment into higher tiers of subscription.

Insight.

Interviews and sharings unearthed a wealth of insights about this tech giant's product strategy, user perceptions and sales efforts.

Apart from improving awareness and distinguishing each of their customer success service tiers, the key issue was making the spaghetti of consulting, training, support and advisory services attractive and relevant to customers and the issues affecting their business.

Strategy.

I created a new tagline to help position customer success as support that unlocks opportunity and is relevant to the diverse and abstract goals of customers: Empowering outcomes.

This idea helped crystallize how to express customer success for product users and make the features and advantages of each tier of service distinct and compelling.

Creative.

Select pages of the website had to change to reflect the new positioning of the customer success department within the tech giant.

I updated copy and collaborated with the client's UX team on design and page structure, a thorough process to keep all stakeholders happy.

(Empowering)
Outcomes.

A strategy executed. Compared to the old site which felt confusing, the new pages had a more sensible hierarchy of information to direct and educate visitors.
New business. The success of the strategy project and the website project led to a sizeable copywriting guidelines project. Word spread through the business and our agency worked with another department on email copy and landing pages.
Service evolution. Since our strategy work and initial customer success services write-up, three services have become four – using the same organizing idea of empowering outcomes to bring it all together.