Background
Twilio faced challenges with customer churn and slow implementation times, impacting customer satisfaction and growth. The objective was to identify the reasons behind these issues and develop strategies to improve time to value and retention.

Methodologies

• Mixed-methods approach with qualitative interviews, surveys, and quantitative analysis.
• Journey mapping and root cause analysis to pinpoint barriers to adoption.
• Stakeholder workshops to develop and prioritize solutions.

My Role
I led the research initiative, partnering with senior leadership to design the study, conduct research, analyze findings, and provide actionable recommendations to improve customer experience and reduce churn.

Process

1. Problem Definition: Collaborated with senior leaders to outline key research objectives focused on identifying churn drivers and slow implementation.
2. Data Collection: Conducted 30+ in-depth interviews and distributed surveys to churned and slow-adopting customers.
3. Analysis: Utilized journey mapping and root cause analysis techniques to identify key pain points and barriers.
4. Solution Development: Facilitated workshops with stakeholders to ideate solutions and develop an action plan.
5. Implementation and Measurement: Provided strategic recommendations that led to process changes and enhancements in onboarding.