The leading on-line payments services provider had a dominant share in the retail ecommerce sector but was seeking new applications and markets for its services to fuel growth. They had a large developer community but had little insight into how to best serve this community to drive innovation and new sources of growth.
A developer loyalty research was conducted to gain insight into the loyalty drivers and pain points of the population. Key segments were identified within the community that had the most commercial impact for the client and the loyalty drivers that contributed to their success.
Client reacted to the findings by making changes in their support model, communications, and introduced co-marketing benefits which increased developer loyalty by 13%.
“The developer loyalty survey gave me concrete data on which to base program decisions. We can build to serve the entire community, not the most vocal few.”