Strategic Product Leadership,
28% Churn Reduction

How strategic leadership at Better Agency transformed user experience and drove business growth.

COMPANY

Better Agency

MY ROLE

Head of Product

TEAM

CEO

CTO

Senior and Junior PMs

Product Designers

ROI

28% churn reduction

50% reduction in complaints

80% increase in NPS

20% increase in product adoption

During my tenure as VP of Product at Better Agency, I led key initiatives to transform our insurance management software, focusing on technical improvements and enhancing user experience. The efforts resulted in 28% reduction in customer churn, 25% increase in new customer acquisition, 20% increase in product adoption, and more. Key challenges included significant delays in data migration and performance issues that led to high customer churn.

Introduction

As VP of Product at Better Agency, I undertook a comprehensive transformation of our all-in-one insurance management software. My efforts focused on addressing critical technical challenges such as significant delays in data migration and performance issues, which were causing high customer churn and dissatisfaction. By conducting in-depth customer interviews, redesigning the user interface, and enhancing CRM and automation functionalities, I aimed to bridge the gap between the platform's potential and its actual performance.

Additionally, I optimized data import speed and reliability, reoriented the onboarding process to boost early engagement, and implemented proactive customer engagement strategies. These initiatives resulted in substantial improvements in customer satisfaction, operational efficiency, and overall product adoption, positioning Better Agency for sustainable growth and success.

INITAL ASSESSMENTS

  • Background: Joining Better Agency presented an opportunity to address significant technical challenges that significantly hindered user experience, particularly in data integration and accessibility—essential for managing insurance operations effectively.

  • Challenges: The platform, while robust in features like CRM, automated marketing campaigns, and data management tools, sometimes saw significant delays in migration and performance, which led to high customer churn and dissatisfaction.

Strategic Actions

Customer-Centric Research:

Conducted interviews with key customers, revealing a gap between the promise of the platform and its operational effectiveness. Customers loved the concept but were frustrated with actual performance issues.

Redesign and Enhancement:

Led a critical redesign of the user interface for the main client record—the most used page on the app—to improve usability and enhance customer interactions.

Technical Improvements and Integration:

Collaborated with the tech team to address underlying issues in CRM and automation that were pivotal in customer data management, focusing on reducing the effort required from the development team and customers.

Enhancing Data Import Speed and Reliability:

Prioritized the speed and reliability of data imports to ensure that all customer data was accurately and swiftly integrated into the platform, significantly reducing wait times and operational friction.

Usability Improvements:

Identified and rectified usability issues, bugs, and inaccuracies across the platform, which were critical hurdles in achieving a seamless user experience.

Onboarding Process Optimization:

Reoriented the onboarding process towards core event usage to ensure new users could quickly leverage the platform's full capabilities, enhancing early engagement and satisfaction.

Proactive Customer Engagement:

Implemented proactive outreach strategies to existing customers aimed at increasing core event usage, thereby improving customer retention and satisfaction through enhanced engagement and value realization.

Lighthouse Customer Analysis:

Identified the top 'lighthouse' customers who demonstrated high metrics in adoption and engagement. Analyzed their behaviors and patterns to develop strategies that encourage similar behaviors in non-lighthouse customers, aiming to replicate their success across the broader customer base.

Measurable Successes

80% increase in Net Promoter Score (NPS)

Achieved an 80% increase in Net Promoter Score (NPS), reflecting significant improvements in customer satisfaction.

28% decrease in churn

Strategic product enhancements led to a 28% decrease in churn, stabilizing the customer base.

20% increase in product adoption

Enhanced product capabilities and market research led to a 25% increase in new customer acquisition and a 20% increase in product adoption.

50% increase in team productivity

Mentored product managers and designers, achieving a 50% increase in team productivity.

Let's Connect 📬

If you’re interested in learning more about this project and my approach, let’s connect! I’d love to share additional details and discuss how we can collaborate on future projects.

Let's Connect 📬

If you’re interested in learning more about this project and my approach, let’s connect! I’d love to share additional details and discuss how we can collaborate on future projects.

Let's Connect 📬

If you’re interested in learning more about this project and my approach, let’s connect! I’d love to share additional details and discuss how we can collaborate on future projects.

Testimonials

“Jonathan played a pivotal role in shaping our product strategy and leading our development efforts, driving significant growth and innovation. He is a highly skilled product leader with a keen eye for market trends and user needs. If you're looking for someone who can bring strategic insight and a dynamic approach to your product team, I highly recommend Jonathan!”

Sierra

CEO, Busy Bees

“I've worked professionally with Jonathan for over 10 years. During that time, I've seen him come up with elegant solutions for really tough problems. And through it all, he remained focused, friendly and diligent. Jonathan is a problem solver. He's a thinker. He's a team builder.”

Brian

CEO, Follow-Up

“I've worked with Jon on close to a dozen different creative projects. His well of creativity runs deep - and the quality of his deliverables is top notch. I've found Jon to be very unique in that he's an excellent communicator and very open to iterative feedback during the creative process - while at the same time he's not willing to compromise the ultimate quality of the deliverable.

Jon strikes this tricky balance better than anyone else I know. If you are looking for a creative professional that's easy to work with and is also a design and UX/UI powerhouse - look no further than Jon Bond.”

Jeff

Principle Consultant, Ensighten

Testimonials

“Jonathan played a pivotal role in shaping our product strategy and leading our development efforts, driving significant growth and innovation. He is a highly skilled product leader with a keen eye for market trends and user needs. If you're looking for someone who can bring strategic insight and a dynamic approach to your product team, I highly recommend Jonathan!”

Sierra

CEO, Busy Bees

“I've worked professionally with Jonathan for over 10 years. During that time, I've seen him come up with elegant solutions for really tough problems. And through it all, he remained focused, friendly and diligent. Jonathan is a problem solver. He's a thinker. He's a team builder.”

Brian

CEO, Follow-Up

“I've worked with Jon on close to a dozen different creative projects. His well of creativity runs deep - and the quality of his deliverables is top notch. I've found Jon to be very unique in that he's an excellent communicator and very open to iterative feedback during the creative process - while at the same time he's not willing to compromise the ultimate quality of the deliverable.

Jon strikes this tricky balance better than anyone else I know. If you are looking for a creative professional that's easy to work with and is also a design and UX/UI powerhouse - look no further than Jon Bond.”

Jeff

Principle Consultant, Ensighten

Testimonials

“Jonathan played a pivotal role in shaping our product strategy and leading our development efforts, driving significant growth and innovation. He is a highly skilled product leader with a keen eye for market trends and user needs. If you're looking for someone who can bring strategic insight and a dynamic approach to your product team, I highly recommend Jonathan!”

Sierra

CEO, Busy Bees

“I've worked professionally with Jonathan for over 10 years. During that time, I've seen him come up with elegant solutions for really tough problems. And through it all, he remained focused, friendly and diligent. Jonathan is a problem solver. He's a thinker. He's a team builder.”

Brian

CEO, Follow-Up

“I've worked with Jon on close to a dozen different creative projects. His well of creativity runs deep - and the quality of his deliverables is top notch. I've found Jon to be very unique in that he's an excellent communicator and very open to iterative feedback during the creative process - while at the same time he's not willing to compromise the ultimate quality of the deliverable.

Jon strikes this tricky balance better than anyone else I know. If you are looking for a creative professional that's easy to work with and is also a design and UX/UI powerhouse - look no further than Jon Bond.”

Jeff

Principle Consultant, Ensighten