Situation

The SaaS product team within a payments network was given a clear mandate to update its capabilities. The group started work on a next generation service but to be successful, the group needed to have a feel for what clients like and don’t like about the existing products, what they want from the next generation, and how that aligns with or differs from the current product roadmap. They asked Glenbrook to lead a third-party research effort, both qualitative and quantitative, to explore and understand current customer perspectives.

Approach

Glenbrook conducted a three-phased effort for this project. First, Glenbrook designed, administered, and analyzed results of an online survey with clients across key geographic segments. Second, Glenbrook conducted a qualitative investigation to explore concepts and ideas in-depth via phone with key customers of the products. Lastly, Glenbrook synthesized findings from both phases of the investigation to draw overall conclusions across products and provide recommendations to the product team. Outputs synthesized data through a variety of lenses, looking at distinctions between satisfaction and net promotor score, for example.

Impact

The research showed that the product value proposition was relevant to clients but contained feature gaps. The client altered its product roadmap to address feature gaps and to better align with the customer needs.