Justworks
Produced educational videos to scale onboarding, customer service, and enablement for a rapidly-growing fintech SaaS company serving small business owners.
Results: Increased customer service efficiency by reducing support tickets. Reduced churn rate. Increased customer satisfaction. Reduced customer acquisition cost with organic social media engagement. Generated leads.
Your Step-by-Step Guide to Renewals
Problem: Every year, a growing audience of small business owners re-enrolls in health insurance and chooses plan options for their employees. For HR software providers, health insurance renewals are a decisive moment for retention—if customers do not have a good experience, they may decide the grass is greener elsewhere and churn.
Solution: I produced of a series of short videos to support customers during this crucial time for the business. To help us prioritize topics that would be most helpful to customers, I started by analyzing ZenDesk tickets, interviewing customer success managers, and reviewing survey data from the previous renewal season.
Customer education is voluntary, so we made our videos concise and broke videos into microsegments that were distributed across the product experience, the help center, and shared in email communications leading up to renewals.
Results:
Compared to the previous year's renewal season without instructional videos, there was a -12% reduction in ZenDesk support tickets, saving the customer success team six figures in person-hours.
Customer retention rates were 99.22% through the Renewals season, 22% higher than goal.
Customers voluntarily contacted their account managers to let them know that the videos were helpful.
The video series averaged an overall 54% completion rate, which is higher than the industry average of 40% for tech.
Click-to-open rates for email communications featuring video thumbnails increased +345%.
Health Insurance 101
Problem: Employees have an opportunity to enroll in health insurance every year, but they may be confused by industry terminology and acronyms. Feeling overwhelmed, they may rush through the process and choose a plan that either doesn’t meet their needs, or they may contact support if they cannot learn independently.
Solution: I created a series of short videos explaining concepts like premiums, deductibles, coinsurance, and network types. The target audience member I kept in mind was a younger employee who just realized they will lose access to their family’s plan and needs to get up to speed on how health insurance works. These videos were shared with customers via email and were embedded in help center articles. I saw an opportunity to capture organic searches and researched common search terms and phrases to optimize our series for YouTube.
Results:
On a channel with 1.2K subscribers, our 11 health insurance videos received over 7K views on YouTube within 1 month, primarily from organic searches.
Viewers entered our sales funnel through call-to-action links in video descriptions.
Customer Onboarding - Justworks Certification
Problem: Many quickly-growing start-ups struggle to scale their onboarding process. For Justworks, manually tracking customers’ onboarding process and leaning solely on live interactions would not be sustainable given the company’s ambitious growth targets of increasing their book of business by 30% each year. With no opportunity for ongoing learning about the product, customers are more likely to churn, and lifetime value decreases.
Solution: Engaging subject matter experts across customer success, I have begun producing a comprehensive video certification course that will be hosted in a LMS solution that brings customer education and employee learning and development into one centralized platform. While checking off production milestones for a project with over 100 micro-learning videos, I have been distributing video content within our help center and on social media.
Results: In the short term, videos have averaged up to 72% completion (industry average is 40% for tech). In the long term, our course with certification will reduce churn rate, increase customer lifetime value, increase customer satisfaction, and increase customer service efficiency by reducing support tickets.