50% Increase In User Retention with Noom

As part of the user experience coaching management team, we consistently reviewed metrics such as customer satisfaction scores, customer retention rates, and collected feedback to assess the effects of new features and coaching protocols. Through this review, I saw a negative correlation between coach satisfaction and customer retention, thus led the initiative within my department to improve these metrics. 

My role involved leading, coordinating, and facilitating research from start to finish by: 

Objective: 

Verify coaches sentiment towards new company changes and coaching model to better improve coach sentiment and positively impact coach metrics (customer satisfaction and retention). 

Methodology: 

Step 1 - Stakeholder Meetings: Collaborating with Coach Management Teams

During this step, I worked closely with the coach management team to review the survey analysis and compile a list of topics that coaches expressed interest in exploring further. Once we had gathered these topics through team specific slack surveys, we considered the most effective methods for deeper exploration. Knowing that surveys were used to provide quantifiable data across the company and we were aiming to dig deeper into the 'why' and 'how' behind company sentiments.

We chose focus groups to:

• create an environment where coaches could openly share their experiences, so they didn't feel isolated in their sentiments

• quickly gather more insights from a large and diverse group of people 

Keeping in mind that:

• group conversations might silence or influence coaches who had a different experience than the group majority

Step 2 - Creating a Guideline for Discussions: Setting Clear Goals

The themes identified in the company and team wide survey results pin pointed two key issues:

• poor communication between the organization and the coaching team

• poor collaboration between coaches with each other and leaders

I created a discussion guideline to organize the flow of conversation and set clear goals for the focus groups. We aimed to use the discussion groups to explore these sentiments and discuss ways to improve it.

Step 3 - Facilitating and Moderating Remote Focus Groups: Collecting Feedback

I partnered with managers to facilitate and moderate:

• two remote focus groups

• 34 participants total

I also incorporated virtual surveying tools such as Mentimeter to allow for anonymous feedback in the group space.

Step 4 - Summarizing Key Takeaways and Presenting Insights

I summarized the insights from the focus groups and presented them to senior management. There was reoccurring feedback to create some sort of collaboration and open communication panel which was the resulting recommendation.

Results: 

The feedback collected from coaches reinforced what we knew:

• The lack of communication and collaboration was having a negative impact on coach wellbeing and coach-client relationships

We learned that:

• Coaches believed more collaboration and transparency had the high chance of improving coaching sentiment

• 76% of coaches expressed positive feelings toward creating methods for collaboration within their daily work expectations

Next Steps: 

We implemented quarterly collaboration panel for coaches, where coaches from across our department could get together virtually. This space would be used to share ideas, tools, and resources to enhance the coaching experience. The first collaboration panel was held shortly after the end of the research project. This allowed coaches the space to immediately implement their feedback.

After the following quarter: