Vertical SaaS / LogisticsClient D — Harborly (placeholder)
Customer research cut churn 22% by fixing the onboarding story
Churn was concentrated in the first 90 days. Research showed the problem wasn't the product — it was what customers had been sold.
- -22%
- First-year churn
- +31%
- Activation within 30 days
- 14
- Validated customer quotes now used in sales
The challenge
Harborly's leadership assumed churn came from missing features. Nobody had systematically talked to the accounts that left.
Our approach
- 0125 interviews with active, at-risk, and churned accounts
- 02Expectation-gap analysis between the sales promise and first-90-day reality
- 03Revised qualification criteria and pre-sale expectation setting
- 04Onboarding message rewrite with milestone-based value proof
“We thought we had a product gap. We had an expectations gap. That distinction saved us a roadmap quarter.”