A U.S.-based executive coaching firm’s client lifetime value (CLV) was declining as the average duration and scope of client engagements decreased during a high-demand period.
Client
Global coaching firm based in the U.S.
Industry
Executive Coaching
Services
- Client journey mapping
- Client onboarding campaigns
- Internal post-purchase sales hand-off SOPs
- Continuous Lifetime Management (CLM) campaign
Challenge
A U.S.-based executive coaching firm’s client lifetime value (CLV) was declining as the average duration and scope of client engagements decreased during a high-demand period. The firm conducted internal focus groups and client surveys to identify the root issue. The results determined that negative client onboarding experiences and poor relationship management directly contributed to the declining CLV. Improving the onboarding and client relationship management were identified as top priorities.
Approach
Based on the firm’s initial research, we moved forward with mapping the client journey, from initial need awareness to long-term engagements and brand advocacy. The post-purchase component of the strategy addressed key gaps in the onboarding process, such as sales-to-delivery hand-offs, client communications, clearly defined next steps, and more. The continuous lifetime management (CLM) campaign was designed to over-deliver on client expectations with value-add touchpoints, thought leadership, and relevant upsell and cross-sell opportunities that aligned with the client’s goals.
Results
- 24% increase in client lifetime value within 8 months
- Improved client satisfaction scores
- Increased word-of-mouth/referral opportunities from happy clients
