Challenge
GPS Insight provides fleet tracking and optimization solutions in a fast-growing, competitive market. While focused on ambitious growth goals, the company faced increasing customer churn. This highlighted a need to better understand and optimize the customer experience to strengthen their market position, attract new customers, and improve contract renewals. GPS Insight partnered with Cast & Hue to tackle this challenge.
Approach
Cast & Hue took a collaborative, human-centered approach to understanding and improving GPS Insight's customer experience. The initial phase involved a workshop bringing together GPS Insight customers, developers, marketing leaders, and executive leadership to map the customer journey. This collaborative effort identified key friction points, enablers, defining moments, and opportunities for improvement.
Building on these insights, Cast & Hue facilitated co-creation sessions with customers, using design thinking methodologies to develop new experiences targeting the defining moments in the customer journey. This work aimed to directly support GPS Insight's goals of attracting new customers and reducing churn among existing ones.
Recognizing the need to scale these efforts and gain a broader perspective, GPS Insight partnered with Cast & Hue for a two-part engagement:
- Training: Cast & Hue trained over 20 GPS Insight team members in human-centered design principles, including empathetic interviewing, journey mapping, and design thinking.
- Roadshow Workshops: Following the training, Cast & Hue and the GPS Insight team conducted workshops in four different geographic locations, working directly with customers to map their journeys and co-create new experiences based on their specific needs and defining moments.
This comprehensive approach provided a holistic view of the customer experience and uncovered further opportunities for improvement.
Learn more about the design thinking workshops we conducted.
Outcome
The collaboration between Cast & Hue and GPS Insight yielded significant improvements in customer experience and business outcomes. By focusing on key areas like onboarding, product training, and ROI tracking, GPS Insight co-created new customer experiences that resonated with their target audience. These improvements translated into tangible results:
- Reduced Churn: A redesigned onboarding process and enhanced customer support contributed to a significant decrease in customer churn, from 18% to 12%.
- New Product Innovation: Direct customer feedback informed the development and launch of new software and product offerings, addressing specific customer needs.
- Market Leadership: Improved customer satisfaction, reflected in higher Net Promoter Scores and superior online reviews, solidified customer experience as a key differentiator for GPS Insight in a competitive market.
