Interviewee: Brian Kim
Marketing Manager at LINE September 23, 2017 Conducted by: Jamie Moon Why we interviewed this person: Brian is a marketing manager at a chat platform that monetizes on emoticons, features, etc. He would be able to provide insights to customer retention and acquisition We really wanted to understand this: Wanted to understand how and what triggers users to pay, and what’s the most difficult part in obtaining a paid user We learned this about the problem space: it’s impossible to hit all customer segments. Need to focus on one or two customer personas to successfully monetize. “Freemium” is another way to monetize. For our product, we would need to come up with a plan for in-app purchases We were surprised by: turnover rates; less than 20% of the new customers continue to use the app. From acquisition to retention, the marketing has to dramatically change to keep customers engaged Other interesting outcomes or learning (how this interview might change your next interview): customer behavior varies so even with one or two personas we chose, we would need to dig deeper around different behaviors with these personas
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October 2017
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