ROI Case File No.232｜'North American HealthTech Resonance'

Chapter 1: Rising Star's Debut—Between Expectations and Reality

The week after TechnoVision's logic tree verification case was resolved, an unexpected consultation arrived from North America. The second case of Volume XVIII "Reconstruction of Logic and Verification" concerned the mystery of excellent services failing to achieve expected results.

"Detective, we are a rapidly growing HealthTech company in North America, but despite our service receiving high praise, customer long-term retention rates are struggling. Something fundamental seems to be overlooked."

WellnessTech Solutions CEO Sarah Johnson visited 221B Baker Street with barely concealed bewilderment. In her hands were high service satisfaction data contrasted sharply with high customer churn rates.

"We deploy AI-driven personal health management platforms across North America. We're technically cutting-edge and user evaluations are excellent."

WellnessTech Solutions' Outstanding Performance: - Founded: 2020 (rapid-growth startup) - Users: 1.8 million (top-tier North American HealthTech) - Technical evaluation: 97% AI diagnostic accuracy (industry-leading) - Satisfaction: 4.6/5 (user surveys) - Funding raised: 25 billion yen cumulative (Series D completed)

The numbers certainly indicated a successful company. However, Sarah's expression was etched with deep confusion.

"The problem is that users rate our service as 'excellent,' yet 80% stop using it within 6 months. I can't understand why they leave when they're satisfied."

Contradiction Between High Ratings and High Churn: - Initial satisfaction: 4.6/5 (industry-leading) - 1-month retention: 78% (decent level) - 3-month retention: 45% (sharp decline) - 6-month retention: 20% (serious attrition) - Repeat usage rate: 12% (once they leave, they don't return)

"We think we're providing the 'best service,' but it seems we haven't become a 'service people want to continue.'"

Chapter 2: Service Limitations—The Void Beyond Satisfaction

"Sarah, could you tell me specifically what kind of service you provide and how users evaluate it?"

Holmes inquired quietly.

Sarah pulled out service materials with a confident expression.

"We provide comprehensive health management services utilizing cutting-edge AI technology. We're industry-leading in technological capability, usability, and effectiveness."

WellnessTech Service Overview:

Core Service: AI Health Advisor - Health data analysis: Integrated analysis of sleep, exercise, diet, and vitals - Personalized recommendations: Individually optimized improvement suggestions - Predictive diagnosis: Early detection and warning of health risks - Specialist liaison: Medical institution referrals when necessary

Technological Advantages: - AI accuracy: 97% diagnostic accuracy (equivalent to physician level) - Data processing: Real-time analysis and immediate feedback - Personalization: 500,000 patterns of individual optimization - Predictive power: 6-month ahead health risk prediction

User Evaluation (High 4.6/5 rating): - "AI analysis is accurate and surprising" (95% agree) - "Discovered health issues I wasn't aware of" (92% agree) - "Easy to use and understand" (89% agree) - "Professional yet approachable" (87% agree)

I focused on the contradiction between service excellence and low retention rates.

"It's certainly an excellent service, but have you investigated specific reasons why users stop continuing to use it?"

Sarah answered with a puzzled expression.

"We conduct exit surveys, but only superficial reasons emerge. Many respond with 'no time' or 'no longer needed,' but we can't see their true feelings."

Contradiction Between Superficial Exit Reasons and Actual Behavior:

Survey Exit Reasons: - "No time": 45% - "No longer feel the need": 38% - "Can't feel the effect": 12% - "Cost concerns": 5%

However, Actual Usage Patterns: - Usage frequency: Daily access even 2 weeks before cancellation - Dwell time: Average 15 minutes (sufficient time allocated) - Feature usage: Active use of all functions - Effect awareness: Health indicators clearly improved

Most Puzzling Fact: Users with high satisfaction, visible results, and continued usage suddenly cancel.

"Users aren't lying. They themselves don't understand the real reason for cancellation."

Chapter 3: Customer Journey Maps Reveal Resonance—The Complete Experience

⬜️ ChatGPT | Catalyst of Concepts

"Experience continues after usage. That's where value truly resides"

🟧 Claude | Alchemist of Narratives

"Resonance deepens stories. There's a moment when mere transactions become bonds"

🟦 Gemini | Compass of Reason

"Capturing customer experience as a continuum is the core of retention"

The three members began analysis. Gemini deployed the "Customer Journey Map" framework on the whiteboard.

Customer Journey Map Components: - Touchpoints: Points of contact with customers - Emotional Curve: Emotional changes at each stage - Actions: Actual customer behaviors - Pain Points: Problematic aspects of experience - Opportunities: Room for improvement and value creation

"Sarah, let's comprehensively analyze WellnessTech user experience from pre-usage to post-cancellation using journey mapping."

WellnessTech User Customer Journey Map:

Phase 1: Awareness & Consideration (1-2 weeks pre-usage)

Touchpoints: - Ad/SNS exposure, friend recommendations, media articles - App download, free trial

Emotional Curve: - Interest/Expectation (+7/10): "Innovative health management tool" - Anxiety/Hesitation (+3/10): "Does it really work?"

Actions: - Information gathering, review checking, free version trial

Phase 2: Initial Usage Period (1-4 weeks)

Touchpoints: - App initial setup, AI analysis results, improvement recommendations received

Emotional Curve: - Surprise/Amazement (+9/10): "AI analysis is too accurate" - Satisfaction/Trust (+8/10): "Exceeds expectations"

Actions: - Daily data input, implementing recommendations, measuring effectiveness

Phase 3: Habituation Period (1-3 months)

Touchpoints: - Daily app usage, continuous improvement recommendations, progress monitoring

Emotional Curve: - Habituation/Satisfaction (+6/10): "Became part of daily life" - Effect Recognition (+7/10): "Health clearly improving"

Actions: - Routinized usage, data accumulation, continued improvement

Phase 4: Stagnation Period (3-6 months)

Touchpoints: - Same pattern analysis/recommendations, similar improvement advice

Emotional Curve: - Familiarity/Staleness (+4/10): "Same content as always" - Dissatisfaction (+2/10): "No novelty"

Actions: - Mechanical continued usage, decreased interest in recommendations

Phase 5: Usage Cessation Period (around 6 months)

Touchpoints: - Final app usage, cancellation process

Emotional Curve: - Indifference (0/10): "No longer feel the need" - Emptiness (-1/10): "Something's missing"

Actions: - Decreased usage frequency, final cancellation decision

Claude reported a critical discovery.

"This is shocking. WellnessTech's problem is the complete absence of 'post-service' experience design. The most important 'post-usage resonance' phase doesn't exist."

Critical Gap Discovered: Absence of Phase 6

What Phase 6 Should Be: Continuous Resonance Period

Successful Company Phase 6 Examples: - Touchpoints: Community participation, achievement sharing, contributing to others - Emotional Curve: Growth awareness (+8/10), contribution sense (+9/10), self-efficacy (+9/10) - Actions: Knowledge/experience sharing, supporting new users, participating in service improvement

WellnessTech's Current State: Phase 6 Completely Missing - No venue for users to share achievements - No interaction opportunities with other users - No mechanism to make one's improvement experience useful to others - No room for contribution/participation in the service

Most Serious Discovery: "Isolated Success"

Users succeed individually in health improvement but have no opportunity to share and help others with their success experience. Despite success, they're "alone" and lose meaning in continuing.

Chapter 4: Post-Usage Voices—The Emptiness of Resonanceless Success

After detailed customer journey analysis and user interviews, WellnessTech's fundamental experience design flaw became clear.

Problem Structure of "Isolated Success Experience":

Problem Essence: Post-success void

WellnessTech succeeded in individual health improvement but completely lacked a "resonance" mechanism to make that success meaningful.

True Feelings Revealed Through In-Depth Interviews:

Former User A (45, IT Manager): "Thanks to the app, I lost 10kg and my blood pressure normalized. But I don't know who to share this success with. I felt accomplished but what comes next... I somehow felt empty and stopped using it."

Former User B (38, Marketer): "My sleep quality improved dramatically and work efficiency increased. I'm very grateful. But after 6 months, I wondered 'what do I do next?' I achieved improvement, but that's it?"

Former User C (52, Teacher): "My diabetes risk significantly decreased and my doctor was surprised. The app is truly excellent. However, I want to share my experience with people who have similar concerns, but there's no such venue. It feels wasteful."

Common Deep Psychology: 1. Achievement Satisfaction: High satisfaction with the service itself 2. Sharing Desire: Want to share success experience with someone 3. Contribution Wish: Want to help others with one's experience 4. Growth Craving: Seeking the next stage beyond individual improvement 5. Emptiness: Dissatisfaction with isolated success

Comparative Analysis with Successful Companies:

Competitor B with 80% Retention Rate:

Phase 6: Enriched Continuous Resonance Period - Community Platform: Space for sharing success experiences - Mentoring System: Veteran users supporting new users - Challenge Programs: Mutual encouragement among users - Knowledge Systematization: Converting individual success into generalized knowledge - Social Contribution: Using user insights for solving social issues

Result: New Meaning for Continued Usage - Individual improvement → Evolution to social contribution - One person's success → Expansion to everyone's success - User → Role transformation to contributor

WellnessTech's Current State: Phase 6 Complete Absence - Success experience sharing venue: None - Interaction with other users: None - New user support: None - Social contribution awareness: None

Most Serious Discovery: "Success Curse"

Individual-level success is so perfect that users feel "this service is no longer needed." But actually, they seek development from individual success to social contribution, yet this pathway isn't provided.

True Psychological Structure of Continued Departure: 1. Health improvement achievement → Personal goal completion feeling 2. Gratitude to app → "I've been helped enough" feeling 3. Next stage desire → "Want to utilize this experience" wish 4. Opportunity absence → "But there's no place" reality 5. Emptiness emergence → "Something's missing" sensation 6. Usage cessation decision → "Time to graduate" rationalization

Chapter 5: Detective's Customer Journey Analysis—Resonating Future

Holmes compiled the comprehensive analysis.

"Sarah, the essence of customer journey mapping is 'holistic experience design.' Not just satisfaction during service usage, but continuous value creation after usage is what generates true customer loyalty. Phase 6 'resonance' design is the key to continued usage."

Customer Journey Expansion Strategy: From "Isolated Success" to "Resonating Growth"

Basic Strategic Policy: Community-Driven Wellness Platform

Phase 1: Design of Phase 6 "Continuous Resonance Period" (4 months)

Four Pillars of Resonance Experience:

1. Value Creation from Success Experiences - Success Story Platform: Sharing individual success as narratives - Data-Driven Insights: Extracting general insights from individual data - Wisdom Library: Systematizing and accumulating user wisdom - Achievement Recognition: Social acknowledgment system for success

2. Community Contribution System - Peer Mentoring: Successful users supporting new users - Challenge Creation: Users planning projects for other users - Q&A Support: Experienced users answering beginners' questions - Motivation Network: Mutual encouragement and support network

3. Continuous Growth Programs - Advanced Challenges: Setting next-level beyond individual improvement - Specialization Paths: Deepening expertise in specific areas - Leadership Development: Cultivating community leaders - External Integration: Health leader roles in workplace/home

4. Social Impact Creation - Research Contribution: Academic research cooperation using user data - Public Health Initiative: Contributing to regional health issues - Corporate Wellness: Providing insights for corporate health management - Social Good Projects: Initiatives to resolve health disparities

Phase 2: Implementation of New Journey Experience (6 months)

Expanded Customer Journey:

New Phase 6: Continuous Resonance Period (6+ months)

Touchpoints: - Success experience sharing, mentoring activities, community events - Social contribution projects, knowledge systematization, next-generation support

Emotional Curve: - Contribution awareness (+9/10): "My experience is helping someone" - Continuous growth feeling (+8/10): "Still can learn and grow" - Social significance (+9/10): "Contributing to society's health improvement"

Actions: - Mentoring new users, sharing success experiences - Active community participation, involvement in social contribution projects

Phase 3: Sustainable Resonance Ecosystem (Ongoing)

Autonomous Growth System: - User-driven content creation - Peer-to-peer learning network - Voluntary engagement in solving social issues - Continuous emergence of next-generation leaders

Expected Effects: - 6-month retention: 20% → 75% (3.75x improvement) - 12-month retention: 8% → 60% (7.5x improvement) - User satisfaction: 4.6/5 → 4.9/5 (added resonance value) - Word-of-mouth referral rate: 12% → 45% (community effect)

Investment Plan: - Phase 6 design/development: 1.5 billion yen - Community operation system: 800 million yen annually - Expected revenue effect: 12 billion yen annually (retention improvement) - Investment recovery period: 8 months

"What's important is connecting individual success to social success. Customer journey mapping is the blueprint for transforming isolated experiences into resonating experiences."

Chapter 6: Creating Resonance—Discovery of True Continuation Value

15 months later, a report arrived from WellnessTech Solutions.

Retention Revolution Results Through Customer Journey Expansion:

Dramatic Retention Rate Improvement: - 6-month retention: 20% → 78% (3.9x improvement) - 12-month retention: 8% → 65% (8x improvement) - 24-month retention: Newly established → 52% (long-term relationship established) - Lifetime value: Individual improvement → Continuous value of social contribution

Phase 6 "Continuous Resonance Period" Success:

Community Activity Vitalization: - Success experience sharing: 850 testimonial posts monthly - Peer mentoring: 1,200 mentor-mentee relationships - Mutual support: 3,400 Q&A exchanges monthly - Community events: 15 self-organized events weekly

Social Contribution Activity Development: - Research cooperation: Partnership with 150 universities/research institutions - Corporate health management: Supporting health programs of 280 companies - Regional health activities: Health awareness cooperation with 85 municipalities - Next-generation education: Health education volunteering at 120 schools

Qualitative Change in User Experience:

Creation of New Continuation Reasons: - Individual improvement: "Want to improve myself" - Contributing to others: "Want to help someone" - Social participation: "Want to improve society" - Continuous growth: "Want to learn and grow more"

Evolution of User Voices:

Continuing User A (Former Potential Churner): "When I achieved my goal at 6 months, I honestly thought 'maybe that's enough.' But after starting to support new users through the mentoring system, I realized how valuable my experience is. Now every day is fulfilling."

Community Leader B (24-month Continuation): "Health improvement was personal success, but I never thought I could connect it to social contribution. Now I give lectures at regional health seminars and help design corporate health programs. My life has become enriched."

New User C (Mentee Experience): "Rather than using the app alone, having an experienced senior supporting me is reassuring. I'm taught not just technical support but also motivation maintenance and how to overcome setbacks."

Business Performance Improvement: - Annual sales: +180% growth from retention improvement - New acquisition: 60% reduction in acquisition cost through word-of-mouth - Brand value: From "individual improvement app" to "social contribution platform" - Competitive differentiation: Differentiation through "community power" from technical capability

Industry Impact: - HealthTech industry: "Community-driven" becoming new trend - Academic world: Studied as "continuous resonance model" - Investors: "Phase 6 design" emphasized as investment criterion - Policy-making: Community utilization expanding in public health policies

Sustainable Growth Foundation: - User-driven autonomous community formation - Continuous value creation through solving social issues - Continuous next-generation leader emergence system - Value co-creation with all stakeholders

Sarah's letter contained deep emotion and new sense of mission:

"Through customer journey map expansion, we evolved from 'individual improvement service' to 'social transformation platform.' Most important was understanding that customer experience's true value lies not 'during usage' but 'after usage.' By designing Phase 6 connecting individual success to social success, we created a cycle enriching users, companies, and society. Now over 200,000 users voluntarily work toward our common mission of 'creating a healthy society together.' Customer journey mapping is not just an experience design tool but a blueprint for social transformation."

Detective's Perspective—Resonance as Value

That evening, I reflected deeply on the essence of customer experience.

WellnessTech's case vividly demonstrated the importance of "post-usage experience" that modern companies often overlook. No matter how excellent a service, if it concludes with individual success, it loses meaning for continuation. True value lies in designing "resonance" that connects individual success to social success.

The true value of customer journey mapping lies not just in organizing customer touchpoints chronologically, but in designing the complete picture of continuous value creation. Especially Phase 6 "continuous resonance period" design is key to sustainable customer relationships.

In the context of Volume XVIII "Reconstruction of Logic and Verification," WellnessTech's transformation provided important implications. Even logically perfect service design won't sustain without emotional continuation value. True continuity emerges only when both intellectually understood value and emotionally felt value align.

"True value is what resonates beyond individuals to society"

The next case will undoubtedly explore even deeper possibilities of value creation lurking behind superficial success.

"Customer experience doesn't end with usage. Post-usage resonance creates perpetual value." —From the detective's notes

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