Skip to content
  • About Us
  • Case Studies
  • News
    • Media
  • Contact
Menu
  • About Us
  • Case Studies
  • News
    • Media
  • Contact
book a call

Inside the World of Accounts Payable and SMEs

case study

Xero

Xero is a global, cloud-based accounting software with 2.5 million users and growing. In the world of small business, the ability to make payments is an essential part of day-to-day operations and keeping suppliers on side. Xero wanted to better understand the accounts payable customer journey to make decisions based on evidence and data, rather than assumptions.
THE BRIEF

Xero wanted to better understand:

  • The accounts payable customer journey including triggers, drivers, barriers and key moments of truth.
  • The key problems in relation to the accounts payable process that SMBs and their accountants / bookkeepers face each day, to improve the Xero customer experience as well as grow its target audience.

 

Insights Exchange curated a global team of specialists in seven markets: Australia, New Zealand, UK, USA, Canada, Hong Kong and Singapore. We managed a multi-method deep dive using global online research communities, in-depth interviews, customer and prospect surveys, and customer journey maps.

THE SOLUTION

Key findings included:

  • An analysis of differentiating needs, behaviors, problems, barriers and defining characteristics of key customer groups.
  • A single view of the user journey for SMBs, bookkeepers and accountants, highlighting key touchpoints and moments of truth.
  • Reactions to existing products including appeal, perceived benefits, barriers to usage and suggestions in relation to future products and useful features.

 

Insights Exchange delivered Xero a comprehensive suite of tools to suit their appetite for data, including a detailed report, charts and analysis, discussion transcripts, screen recordings, journey maps, and short video for each market showing current behavior, attitudes to payments, and the Xero user experience.

Armed with fresh insights, we gave Xero a clear direction on how to position their billing product features, fix pain points, where to target communication, and which product features to roll out next.

 

Insights Exchange gave us access to global research specialists that we would otherwise not have discovered. They made it easy by managing the process under one contract and taking care of all the payment and procurement hassles. We look forward to working with them again.
Dale McCarter – Global Insights Manager
Join our Newsletter

Sign up for the latest news and updates from the team at Insights Exchange

Contact
  • Email: info[at]insights-exchange.com Tel: +61 424 667 648
Address
  • Level 2, 11 York Street, Sydney, NSW 2000
  • Privacy Policy
  • Terms and condtions
  • Privacy Policy
  • Terms and conditions
© Copyright 2023 Insights Exchange
Manage Cookie Consent
We use cookies to optimize our website and our service.
Functional Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
Manage options Manage services Manage vendors Read more about these purposes
Preferences
{title} {title} {title}

Nichola Quail

Welcome to the Insights Exchange scheduling page.
Please follow the instructions to book a call.
I look forward to speaking with you soon!

30 Minute Catch up ►

Contact

Let’s get this conversation started. Tell us a bit about yourself and
we’ll get in touch as soon as we can

  • About Us
  • Case Studies
  • News
    • Media
  • Contact
book a call