Growth
Mapping the Customer Journey at Brilliant Arc
Subscriber churn was climbing and nobody could say why. We mapped the real customer journey and found the three moments actually driving cancellations.
Client
Brilliant Arc
Date
Services
Customer & Experience
Losing customers nobody saw leaving
Brilliant Arc's subscription churn had crept up for five straight quarters. The customer success team had theories — pricing, competition, product gaps — but no one had actually traced what a churning customer experienced in the weeks before they left.
The situation
Support tickets were tracked separately from product usage data, which was tracked separately from billing history. No one at Brilliant Arc had ever looked at a single customer's full journey end to end.
What we did
Reconstructed the actual journeys of 200 churned customers across support, product, and billing data.
Found that most churn traced back to three specific moments — not pricing or competition at all.
Redesigned the onboarding flow and support escalation path around those three moments specifically.
Built a simple early-warning signal the success team now checks weekly instead of reacting after cancellation.
The result
Monthly churn dropped by 22% within the first two quarters after the fixes shipped, and the success team now intervenes before a cancellation, not after one.
Other projects
Even after the project is complete, we remain by your side, providing ongoing support and adjustments as needed.
