Case Study. Customer & Company. Management Case Study

Case Study
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Case Study
What customer acquisition, development, and retention strategy would be the most effective way to grow the platform? How would you measure its success?
Headspace does indeed need to revamp its efforts as it seeks to acquire more customers. Customer acquisition, development, and retention are issues that ongoing and that do not have an end. As a platform, Headspace needs to continually enhance its efforts so that it can continue acquiring new clients and helping them meet their needs.
To acquire new app users or potential subscribers, Headspace can make use of App Store Optimization or ASO. Wilson (2018) explains the details regarding ASO and notes that “the focus of ASO is expert resource application related to improving the ranking of mobile applications (apps) directly within app stores.” The main goals of ASO are to help enhance brand exposure, enhance audience engagement, enhance the brand ratings and reviews, and finally, marketing the brand to potential clients. In 2018, Statista (2019) showed that there were 205.4 billion mobile app downloads and this number is projected to keep rising. Headspace needs to tap into the number given above and find ways to be a part of the developments that are projected. ASO works like SEO which increase a company’s visibility to potential clients. So, using ASO will help Headspace increase its visibility to potential clients, and this will, in turn, lead to more downloads and more subscribers in the end. Aside from the use of ASO, Headspace can also consider using influencer marketing. Influencer marketing is a phenomenon that continues to attract a lot of attention. It works by shifting the attention from the target market towards an individual who is in touch with the target market (Glucksman, 2017). The goal is mainly to use the individual to help spread the message about a product or service. Measuring the success of the above is quite simple because one simply needs to look at the number of new subscribers every day, week, or month and doing a comparison between the previous times.
When it comes to development, after acquiring new clients, Headspace needs to make sure that these customers feel the change. Clients will keep downloading the app and leaving after learning the basics if they do not feel like they are growing or developing. One way to do this is to share usage statistics with the clients. Headspace needs to move swiftly and start collecting data they believe makes sense to their clientele. For example, one Headspace could keep track of the number of times a person meditates in a week and show how that has helped. With meditation, change happens in bits which means it is slow. Clients may not be aware of this fact, and it is crucial that Headspace shares this information with their clients. It is important for clients to feel like they are making some steps. This way, it will be easier to see or appreciate value for the time spent meditating or on the Headspace app. Additionally, Headspace could consider making their content more fun by introducing stages or badges. When a person successfully completes a single stage, they need to get a badge, and after the completion of each stage, users could, for example, be able to see or have access to more content. Transforming the exercises into games or challenges with rewards at the end of it all can help stimulate or motivate clients to sign up and use the app on a weekly basis.
The strategies for development can also help enhance retention. However, with regards to customer retention, Headspace can also consider the idea of nurturing their new subscribers. From the case study, clients leave the app after around a month or after they are done with the introductory phase of meditating. However, one thing that appears missing is Headspace’s strategy of nurturing their new subscribers and joining them in their journey. New subscribers need to know what makes Headspace stand out and how it is different. Headspace should thus consider using email or app notifications after a new client subscribes. However, these messages could be irritating if Headspace decides to use them every day. So, it is crucial that a plan is devised to help determine which days these messages should be sent.
Development and retention are related in that measuring one can help reveal the other. For example, measuring development will help reveal how often clients frequent their apps and also how long they keep their apps before moving on to other meditation strategies.
What are the defined target segments for Headspace? How are they different? How would you define each segment and its wants, needs, desires and the appropriate value proposition?
The defined target segments for Headspace are people who are curious about the art of meditating as well as individuals who wish to cure their depressive, stressful, anxious, and emotionally overwhelmed. These two are quite different in that one wants to use meditation as a cure or a means to an end while the other is simply curious and wants to learn specifics regarding meditation. The needs of these two segments are quite different and have to be treated as such. So, it is crucial that Headspace knows what type of client they are dealing with. Sharing information has to be emphasized, and clients have to be sensitized on the fact that sharing leads to better outcomes for them. So, Headspace has to find ways to persuade clients to share information regarding their reason for downloading the app. Once this is done, it will be easier to find appropriate ways to approach and tend to the different needs of the clients.
Defining each segment means knowing the category each person belongs to. Everything starts with knowing why a client signed up and downloaded the app. Once this reason is established, it is possible to proceed and then define their wants, needs, desires, and value proposition. Each of these groups will appreciate different things and approaches, so, offering them the same content can backfire.
First of all, for the group with the goal of finding a cure for their anxiety, depression, and stress, giving them introductory classes to meditation may not necessarily work because they want quick answers. So, instead of offering them introductory classes, Headspace could consider giving this group some quick tips which will help them with their problems. However, these quick tips should be laced with other meditation tips which have to be defined for purposes of collecting user data and sharing the metrics with the clients. Slowly, Headspace should include lessons and more tips that take their clients deeper into meditation. Even though the goal is to help the clients attain the ‘cure’ they are looking for, Headspace should look further and get these clients deeper into meditation.
With regards to the grou...