Working Not Working

Customer Experience | Product Strategy

The Story
Working Not Working is a digital labor marketplace that focuses on freelance & full-time roles for high-end creative professions.

In 2019, it became clear that there was a need to improve the overall customer experience and drive renewals.

What I Did

I created the first formal retention program to keep our subscribers (customers) around & make their experience with us better than any other creative recruiting platform they could use. Writing copy, mapping user journeys, and constant testing of which content performed best.

My greatest strategic product innovation was something I referred to internally as “positive churn”. In SaaS businesses, churn is one of the critical metrics to measure your overall health. Every SaaS business has its own benchmark for what that should be, and WNW was no different.

However, due to the seasonal / cyclical nature of creative hiring, I noticed after about 18 months that many customers who had cancelled would come back when they needed talent again. Yet this loyalty was not being captured anywhere, because out-of-the-box CRMs don’t answer every business case.

Working with my dev and marketing teams, we were able to launch a new option in the cancellation flow where subscribers could signal that they were totally satisfied with the platform and would return when they needed to hire again. This fundamentally changed our measurement and attribution of the product’s efficacy and helped focus our remarketing efforts.

Results

In 2021, Working Not Working was bought by Fiverr and continues its mission to remove the barriers between creative professionals and opportunity.

Role

Senior Customer Success Manager