CustomerGlu · Customer Discovery Case Study 40% advanced to second calls, 7.0% interested rate with $50M to $100M B2C marketplaces.

CustomerGlu is a Techstars and AWS backed startup focused on helping D2C digital brands create game-like experiences without a developer. The low-code gamification platform enables brands to create and experiment with visual in-app/website experiences quickly to drive customer engagement and retention.

Before engaging JJELLYFISH, CustomerGlu was primarily focused on selling their product in the Indian Market where they’ve had success acquiring several customers. To expand their business, CustomerGlu has been interested in replicating their Indian success story in the U.S. market, but weren’t sure what learnings might be transferable or what use cases would resonate with Product leaders. CustomerGlu operates successfully in India by helping Product Leaders experiment with in-app experiences without engineers.

In the first two weeks, the JJ team worked side by side with CustomerGlu’s Founders to develop an ideal customer profile, assumptions to test in the market, and an outbound playbook to generate customer meetings. JJELLYFISH focused efforts on activities that were working well in India to validate if they would translate successfully into the United States.

A key problem CustomerGlu anchors to in India is that Gamification requires significant engineering time to build and experiment with. However, during our engagement we found that companies in the United States were not mature enough to understand the operational challenges of Gamification. 80% of respondents didn’t have a Gamification program or strategy in place and 60% of respondents weren’t able to articulate the value that Gamification can bring. However, 80% of respondents were struggling to find a solution for their acquisition, engagement, and retention challenges (all of which Gamification helps solve).

This finding shows the difference in maturity level between the U.S. and Indian markets. In India the problem lies with who’s going to build Gamification versus in the U.S. where they aren’t even sure if Gamification is a fit for their business or not. To enter the U.S. market successfully, CustomerGlu will need to make a positioning shift that is anchored to problems that Gamficiation can solve and the “what” and “why” behind Gamification.