Reimagining the customer retention journey
Avast
The challenge
Building trust with customers.
New customers initially subscribe with a great deal then get stung with a higher renewal cost. Our task was to build trust and retain them as loyal customers while also cross-selling and upselling other products.
Reviewing the customer journey uncovered multiple actions and communications that were detrimental to building trust with customers, especially in important early interactions. The challenge was to reimagine a journey that would focus on building customer lifetime value, without damaging incremental sales in the short-term.
Strategy
The Trust Budget
We created a trust strategy, centred around a ‘trust budget’ and the mantra that we must ‘earn trust before spending it’. After a full customer experience review and several collaborative workshops, an end-to-end customer journey (aka The Happy Path) was created capturing the experiences, issues, opportunities and proposed solutions.
What real people think
“Don't start trying to sell me upgrades before I've even installed what I bought. It makes me think what you've sold me isn't good enough.”
The idea
Creating a ‘happy path’ for new customers
What we made
An improved retention customer journey served as the blueprint for new multi-channel communications including app, email and web-based messaging. This covered key stages including onboarding, activation, reactivation and multi-device programmes. Each programme was thoughtfully redesigned and rewritten to reassure customers that Avast’s services are effective and essential over a long-term basis.
Value unlocked
Avast has acted as a blueprint for other brands, with Happy Paths being explored and rolled-out across multiple Gen Digital brands, including Norton.
