Qnary
Project Overview & Research Objective:
As a solo UX researcher, I independently collaborated with the Chief Technology Officer at Qnary, a company focused on optimizing the social media presence of CEOs and executives.
I embarked on a research project to address the gaps between client expectations and the actual services provided. The objective was to improve client satisfaction and ensure alignment between clients' needs and priorities and Qnary's offerings. This case study provides a comprehensive overview of the research process, key findings, and actionable recommendations that emerged from the study.
Research Objective
Identify the gaps between the client's stated needs and their actual needs and priorities
Capture the underlying reasons why clients choose to utilize Qnary's services.
Methodology
10 Field study observations
Anonymous 1:1 interviews with Client Success Managers (CSMs)
Qualitative data was analyzed using affinity mapping techniques and content analysis to identify patterns and extract meaningful insights
Primary Key Finding
Client Expectation Misalignment: Ambiguous language usage and instances of CSMs bending the rules to retain clients led to misunderstandings among certain clients regarding Qnary's services. Some clients expected comprehensive marketing, PR, or personal assistant support, while Qnary primarily offers passive lead generation and social media management services.
Secondary Key Finding
CSM Challenges:
CSMs faced difficulties in setting boundaries and saying no to clients due to unclear rules and pressure to retain clients. Overallocation among CSMs and writers also resulted in challenges in keeping track of clients and their specific needs.
Recommendations
Clear Communication and Success Metrics:
Establish clear expectations and define success metrics to ensure a shared understanding between Qnary and clients. This will help avoid misunderstandings and provide a framework for tracking progress and identifying areas for improvement.
Recommendations
Standardize Level of Care:
Provide training and guidance for CSMs to set and maintain clear boundaries with clients. Standardize the level of care across the organization to ensure consistent service delivery, regardless of the assigned CSM.
Conclusion + Next Steps
By addressing client expectation misalignment and implementing the recommended strategies, Qnary can enhance client satisfaction, foster stronger partnerships, and improve overall service delivery. This case study highlights the importance of aligning client expectations, addressing CSM challenges, and establishing effective communication channels. The findings and recommendations serve as a guide for Qnary's continuous improvement and commitment to providing exceptional social media management services.
Next Steps
Persona Development: Conduct further exploration to develop in-depth personas representing different client segments. Understanding their business needs, motivations, and pain points can help tailor services and improve client connections.