Arca — Enterprise Gap
Enterprise NPS is 28 vs SMB NPS of 52. Enterprise quarterly churn hit 9% — this segment is 60% of ARR.
The scenario
Arca is a B2B SaaS platform for project management. Enterprise accounts (500+ seats) have been vocal about dissatisfaction for two quarters. SMB customers are happy and growing. The gap has widened every quarter for the past year.
Constraint
No new headcount approved for at least 2 quarters.
Your task
Diagnose the enterprise satisfaction gap and propose a recovery strategy within current capacity.
1. Clarify: What do you need to know before diagnosing?
Pick the 3 questions you'd ask first.
Model approach (strong picks)
- Strong pickWhat are the top NPS detractor themes from enterprise accounts — what are they actually complaining about?
- Strong pickWhich enterprise accounts are churning — new ones, long-tenured ones, or a specific segment (industry, size)?
- Strong pickWhat features do enterprise customers use least — and which do they say they're missing?
2. Hypothesize: What is driving the enterprise dissatisfaction?
Pick the 3 hypotheses you'd investigate first.
Model approach (strong picks)
- Strong pickThe product lacks admin and permissions controls enterprise teams need to manage large user bases.
- Strong pickEnterprise customers aren't getting dedicated support — they're in the same queue as SMB users.
- Strong pickThe product roadmap is shaped by SMB feedback — enterprise-specific needs are consistently deprioritized.
3. Investigate: What do you do in the next 48 hours?
Pick the 3 highest-leverage moves.
Model approach (strong picks)
- Strong pickPull and tag all enterprise NPS verbatims from the last 2 quarters — cluster into top 5 themes.
- Strong pickInterview 5 churned enterprise customers and 5 at-risk accounts this week.
- Strong pickMap feature usage by account size — find which core features enterprise accounts use significantly less.
4. Propose: What's your recovery strategy within current capacity?
Pick the one strategic move you'd commit to first.
Model approach (strong picks)
- Strong pickDesignate a dedicated enterprise squad (rebalance from existing team) focused solely on the top 3 enterprise pain points for the next 2 quarters.
- Strong pickAssign a dedicated CSM to every enterprise account above $50K ARR and establish a quarterly business review cadence.
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