Creation of a renegotiation flow within the sales funnel for companies with up to a thousand employees. Renegotiation is responsible for maintaining the Gympass and customer relationship.
2022
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Gympass is a leader in the corporate wellness sector in Latin America, offering a platform that connects employees to a wide range of health and wellness options, such as physical activities, therapeutic care, and nutritional support.In its context, the renegotiation flow is a post-contract stage, allowing clients to adjust the contract according to their needs—whether by adding or removing products or even canceling the contract—maintaining a flexible relationship aligned with the clients’ expectations.
The company faced a manual renegotiation flow that was not scalable, leading to users utilizing the wrong flow and causing issues in completing the journey, along with long loading times. The process was lengthy due to a lack of clarity in the history of previous actions and an excessive amount of requested information.
The project at Gympass encountered several significant challenges, including the diversity of renegotiation processes across countries, the need for critical information for each part of the company, the maturation of the SMB (Small and Medium Business) area, and difficulties in accessing essential data. Additionally, the current process was complex, lacked clarity in the history of previous actions, and required an excessive amount of information.As a result of the implemented solutions, the process execution time was reduced from 60 to 30 days, loading times decreased from 17 to 4 seconds, and the number of requested data fields was reduced from 74 to 30. These improvements made the renegotiation process significantly more efficient and user-friendly.
Initially, a document-based research was prepared by the stakeholders, providing valuable insights into the general pain points of each area involved. Additionally, an in-depth investigation was conducted within the source tool, Hubspot, to understand the process dynamics. Complaints submitted by the support team were also analyzed, contributing to a comprehensive view of the existing friction points.
A survey was conducted to gather data on the tools used and the levels of user satisfaction.
Interviews were held with two main groups involved in the renegotiation structure. The first group consisted of renegotiation managers and executives responsible for conducting the process with clients. The second group included commercial managers and sales executives. The purpose of these interviews was to understand the main challenges faced during the renegotiation process and how these issues were addressed internally.
Research ResultsAfter the interviews, a better understanding of the challenges the client was facing was obtained.
For the development of the project, the proposal was to optimize and simplify the journey by requesting only the necessary information and automating the field filling.
Visualize the customer journey.With the development of the project, it was possible to optimize the process journey, reducing the total number of steps from 8 to 4. The steps that could be automated were removed.
The architecture was built to maintain consistency throughout the stages of the process and to allow continuous access to the primary data of the opportunity, products, and offer details at all times.
The products and prices are visible throughout all stages of the journey, with the flexibility to add and remove products, as well as update values. This was a necessary feature to accommodate the versatility of the offer negotiation.
Para o desenvolvimento do sistema, a Gympass optou por manter o Salesforce, uma ferramenta já utilizada nas etapas anteriores do funil de vendas. O design system existente, o Lightning, foi aproveitado, e componentes específicos foram criados para atender às necessidades do projeto.
Indicates whether upper-level approval is needed and allows for justifying details for approval, as well as tracking the decision.
Indicates whether upper-level approval is needed and allows for justifying details for approval, as well as tracking the decision.
Allows for updating important data, such as the reason for the opportunity, during the process.
Finalizes the opportunity with organized data and records the completion of the negotiation.
Allows for updating important data, such as the reason for the opportunity, during the process.
Finalizes the opportunity with organized data and records the completion of the negotiation.
The renegotiation process at Gympass was significantly improved, resulting in a more efficient and faster execution. The implementation of three distinct scenarios simplified the overall journey and reduced the execution time from 60 to 30 days. The history of actions and information was consolidated within the platform, providing a more comprehensive and detailed view for the executives. The creation stage was optimized with automatic field filling, reducing user interaction. The new system architecture reduced the loading time to start the flow from 17 to 4 seconds. Additionally, all stages that were previously carried out using five different tools (Hubspot, Excel, Zapier, Gmail, and Salesforce) were consolidated into a single platform (Salesforce), making the process uniform across the different countries where it was executed.
