Expanding customer lifetimes by reshaping the business approach to champion the user and prioritize long-term relationships.
Work:
- Qualitative + Quantitative Research
- Brand Messaging
- Brand Platform
- Photo + Video Production
- Creative Production
Stage:
- Renew
01
Where we started
The legacy textbook rental company had captured customer loyalty among a small and enthusiastic base, but subscriptions began to plateau. Chegg CEO Dan Rosensweig asked West to help articulate a future vision and align his leadership team.
02
What we did
Chegg needed to evolve. Rather than imitate the modern meme-loving student, we wanted to provide them with a stronger strategic direction and long-term value for customers. West unified product lines and oriented the platform around student needs, providing tools, services, and support to help reach students—from middle schoolers to those starting their first jobs. By expanding the Chegg customer lifetime from a single transaction to a long-term relationship, Chegg and their stockholders could generate high customer value and also learn from longer engagements with the same customers.
03
Where they are now
In the wake of Analyst Day 2016, the value of Chegg’s stock has consistently risen. Chegg was invited to join the World Economic Forum in 2019 and was named one of Fortune’s 50 Best Workplaces in Tech.
