Tell me about a time you developed a customer strategy that significantly changed how your organization prioritized segments or journeys. How did you gather insights, align stakeholders, and measure the impact of the new strategy?

Question

VirtualInterview.AI · Accepted Answer

At my last company, we’d been treating all mid-market customers the same, even though they drove about 55% of ARR and 70% of expansion. Churn had crept up to 9.5%. I partnered with analytics and CX to resegment based on revenue, health score, and product usage from roughly 4,000 accounts. We uncovered a high-potential “silent risk” cohort: strong revenue, low engagement, high support contacts, and 2x average churn.

I built a cross-functional working group with sales, CS, product, and marketing. We aligned on a new strategy: proactive success plans, tailored onboarding journeys, and a quarterly value review cadence for that cohort. We tested it with 300 accounts for one quarter, tracking churn, NPS, and expansion versus a control group.

Churn in the pilot cohort dropped from 11% to 6.8%, NPS improved by 12 points, and expansion revenue increased 18% YoY. Those results justified rolling the new segmentation and journeys out globally.

Sample Answer

Keywords