Original State

Ambiguity about the value proposition of an existing subscription-based consulting service made it difficult to retain existing customers and to recruit new ones

 

Unmet Opportunity

The firm had a robust client roster as “potential” conversions into subscription-based customers. The firm also had several years of market feedback about what was and wasn’t valued about the way the subscription service was being provided.

 

Design Response

Internal sessions with leadership and service managers created a current state Service Blueprint that illuminated two key events within the annual service cycle that could be enhanced to deliver additional value to retain and attract customers. The blueprint also provided greater clarity about the roles of both the provider and the subscriber enabling more effective marketing communication.