Customer activation research
Deputy is a workforce management system for hourly workforce. The platform’s core features revolve around the digitisation and management of hourly shifts. At a high level, workers can clock in and out of their shifts, and perform basic HR tasks (e.g. request leave), while managers have more advanced features available (e.g. rostering, forecasting, reporting).
Having grown at an incredibly fast rate – we went from 70 to over 300 employees worldwide within 18 months – Deputy internal processes started suffering from a few growing pains. The business identified the following two as unsustainable for the long term:
- Customer activation is very time intensive, causing friction. it is a business objective to reduce time spent on activation for SMB across all regions.
- Setting up an Enterprise account requires around 90h of work.
I was tasked to fully understand the Customer support journey for activation in SMB (not Midmarket) across regions, and lead an internal research across AMER, APAC, and EMEA. What you see below is the fruit of over 80h of interviews across 3 continents distilled in the following slides. These were instrumental in forming a thorough understanding of Deputy’s process and guided the action of the business for the following roadmap planning.
