Repositioning a cutting edge conversational AI platform to deliver growth worth shouting about.
Tl;dr:
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1. Situation
Unique and innovative platform in the AI space struggling to gain traction.
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2. Observations
The wrong target audiences were being prioritised.
Feature-driven messaging. -
3. Actions
Define new target audiences.
Sector-specific demos showing ROI potential. Shift to benefits-led messaging. -
4. Results
User base increased from 25 to over 1,000 within 9 weeks of relaunch.
Situation
Rapport is a no-code / low-code solution that makes it easy to mix-and-match large language models like ChatGPT and Google Gemini with different text-to-speech and speech recognition providers, enabling conversations with animated characters and digital humans on any platform (website, mobile app, game engine).
Despite this unique and innovative AI-centric proposition, the product was struggling to gain traction with its target audience, with only a handful of active clients at any given time.
Observations and Actions
An initial observation we made was that the Rapport team was primarily trying to sell to people looked like them - highly skilled software engineers - because that was what was comfortable. They could speak in a technical language about features that would get that audience excited.
We proposed and implemented a repositioning exercise that would bring the benefits and advantages of the solution to the surface for non-technical audiences in a number of key sectors, addressing the problems they would be looking to solve and the opportunities they could embrace. For example, how Rapport could be used to maximise cross-sell/upsell opportunities in an ecommerce setting.
The user interface for creating experiences had also been difficult for non-technical users to grasp. With feedback from the marketplace, the Product team set about optimising the user experience, which became fuel for another pillar of the content strategy, focusing on how easy the system was to use.
Results
Once the revised messaging was clear and we began approaching new customer segments, direct sales grew the client base to around 25. Then, within just 9 weeks of the platform relaunch, user numbers rocketed to over 1,000.
Testimonial
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“James brought a fresh perspective to the business to help us see things more acutely from the customer point of view. At a critical stage in our development, he was able to demonstrate value at a strategic level, while simultaneously getting hands-on with sales and marketing deliverables.”
Dr. Gregor Hofer
CEO & Co-Founder, Speech Graphics / Rapport
