Retaining customers during cloud migrations

An enterprise SaaS player wanted to understand why current customers were expressing dissatisfaction with migrating from server-based to cloud-based platforms. How could they improve on the experience and increase retention?
Current and past customers were interviewed across sectors and organizational size. Their journey was mapped in detail.
The research uncovered a number of previously under-acknowledged pain points. Customers often had to duplicate their licenses/seats during the migration for extended periods of time, driving up costs. We highlighted how these unanticipated pain points undermined trust and created a set of solutions to rebuild the relationship.

Positioning a risk profiler to financial services customers

A decision sciences firm looked to sell its platform to the leading financial institutions globally, replacing the typical ineffectual risk profiles that banking customers take before making investment decisions. The company needed to better understand how to position the value to the institutions and overcome adoption barriers.
Interviews were conducted across the category space, including institutional risk managers, compliance officers, retail brokers, and investors. The role of risk in their business was elicited as was the larger landscape of decision-making.
A comprehensive brand architecture was developed for the company along with positioning, personas, and go-to-market implications.