Fluix is a web app that offers process workflow automation and data collection solutions. At the time of its launch in 2014, automation software wasn’t a unique or exclusive product, and the competition for the audience was already fierce.
Back then, the company had a rather basic workflow functionality, a small team of 25 people, no marketing budget, no patrons among top niche players, and no media contacts to guarantee publicity.
And yet, in 8 years, Fluix has evolved into advanced software with industry leaders as clients, (Siemens Gamesa, Zurich Insurance, BMW, SAS Airlines to name a few), and a successful company with offices and employees around the world. What made this evolution possible?
How a Service-Centric Strategy Became a Gateway to Growth
Fluix’s main audience is field service industries like construction, energy, oil & gas, roadbuilding. The projects they run cross continents, cover ground, water, and air, and involve thousands of people, working from diverse locations under often challenging conditions.
One would think that such industries are the most likely candidates for benefiting from automation. Yet, the disturbing number of project managers the company interviewed in the course of market research would describe the adoption process as “challenging” and “demanding” rather than “live-saving” or “productive”.
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The reason for this lack of enthusiasm isn’t insufficient software options, a skills gap, data security concerns, or unwillingness of top management to invest in new technologies. It’s the absence of human element in the communication over client’s touch points, and the experience of unsatisfying interactions with software representatives.
That’s why from the very start Fluix built its processes and operational capabilities to target any customer with personalized experiences at every stage of the interaction. Such an approach didn’t allow for massive scaling but generated a retention rate of up to 97%.
As of now, Fluix doesn’t have a standard marketing team, and its marketing budget is more than modest. Instead, they use a referral program as the main acquisition channel: 90% of customers learn about the product from their partners or colleagues who are working with Fluix. Many ex-users of Fluix also advocate for the tool.
Here are the five pillars that made this brand devotion possible in the first place, and have sustained it throughout 8 years.