Customer: lexoffice

You take care of your business, lexoffice does the rest. Completely automatic.

lexoffice comes from Lexware, which has been successful on the German market with standard commercial software since 1989. Every day, nearly 200 lexoffice employees give their all to help their customers – SMEs in Germany – with everything to do with paperwork, accounting and tedious office routines. As part of the Haufe Group with over 2,000 employees worldwide, customers benefit from the specialist expertise of the publishing house as well as from the continuity and stability of a family business that has existed for over 85 years.

“In a complex initial situation, Stefan first helped us identify and immediately implement pragmatic quick wins for our customers at key points in our service offering. In parallel, he ensured that our data base and outcome measures improved. Thus, with his help, we were able to make better, data-informed decisions, which Stefan then again provided extremely valuable support in operationalizing. Thank you Stefan for your great support!”

Dr. Carsten Block
Chief Product Owner lexoffice

Challenge

lexoffice has grown very dynamically in recent years. In order to provide the best possible support for this strong growth in the future, a core competence was already placed on the increased expansion of customer communication in 2019. This included outbound communications (e.g., onboarding, newsletters, engagement), as well as inbound communications (e.g., support requests, reviews, product feedback).

Growth Ninjas Solution

In a joint kick-off workshop on site in Freiburg i. Br. we brainstormed possible measures and prioritized them based on their expected impact vs. their feasibility.

Onboarding communication for new testers and new customers was chosen as a focus topic, which we gradually improved with colleagues from the affected teams (team-of-teams approach) using structured A/B tests. At the same time, we have advertised and filled new jobs on the topic of marketing automation, so that ‘Marketing Automation’ is now addressed with its own team.

The second major focus topic we tackled was customer service. We made customer satisfaction measured in a structured way a KPI and integrated Scrum into the way customer service works. In this way, we also succeeded in better networking with the product teams, which also work according to Scrum. In this setup, Stefan from the Growth Ninjas acted as Product Owner Customer Happiness for lexoffice on an interim basis. He also supported us in hiring, so we were able to fill this important role permanently.

Project result & customer benefit

We were able to achieve the following results together:

Significant increase in the conversion rate from testers to buyers, thus increasing new customer growth
Reduction of the churn rate after onboarding, thus sustainable increase of the customer lifetime
Strong increase in the self-service rate, i.e. customers who can help themselves via FAQs.
Significant increase in measured customer satisfaction (based on CSAT score) after service interactions
Awarded the German Service Prize as test winner in the accounting software category

As Growth Ninjas, we are very proud to have been able to accompany lexoffice for more than two years and to contribute to its continuous growth.