Company Context

ClientFlow is a B2B SaaS platform that helps mid-sized businesses manage customer onboarding, support, and account health. The company has 1,200 paying clients, strong adoption among operations teams, and competes on ease of use rather than deep enterprise customization.

Problem

ClientFlow's leadership believes client retention is flattening because relationships with customers are too reactive. Today, most touchpoints happen only when a client files a support ticket, renews a contract, or escalates an issue. Over the last 2 quarters, gross revenue retention has declined from 91% to 86%, and NPS among accounts under $50K ARR is 24 points lower than among larger accounts.

The VP of Product asks you: How would you build stronger relationships with clients through the product? Assume you are not redesigning the entire business model; instead, you should identify the most important client needs, define the right product direction, and recommend what to build first.

Deliverables

1. Identify the most important client segments and the relationship problems worth solving first.
2. Define the core user needs or jobs-to-be-done behind “better client relationships.”
3. Propose a product strategy and 2-3 feature ideas that improve trust, responsiveness, and long-term value.
4. Prioritize what you would launch as an MVP and explain the trade-offs.
5. Define how you would measure whether client relationships are actually improving.

Constraints

• You have one product squad for the next 12 weeks.
• Engineering can support only one major workflow change plus one lightweight insight/reporting feature.
• Sales and Customer Success want solutions that work for both high-touch and low-touch accounts.
• Any solution must avoid creating a “spammy” experience with too many automated client messages.