Keka's Engagement and Retention plan

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Keka's Engagement and Retention plan

What is Keka?

Keka is a comprehensive HRMS platform designed to meet all your human resource needs. From tracking employee attendance, running payroll, collecting feedback, and conducting annual reviews, Keka provides a seamless experience. It also features a fully customizable ATS and a suite of tools to enhance employee engagement and satisfaction.

Core Value Prop for Keka

As Keka has a range of products, its value prop for each product type is different:

Attendance Tracking: Capture attendance in all possible scenarios with precision while ensuring compliance and accuracy.

Payroll Management: Simplify payroll processes with automated calculations, statutory compliance, and timely disbursements, cutting the time from 3-4 days or more to a mere 15 mins

Employee Experience: Foster a positive and engaging work environment with tools for continuous feedback, surveys, and recognition programs, company walls that enhance employee satisfaction and retention.

Project Management: Improve productivity and project outcomes with project management features that facilitate seamless task assignments, timelines, and team collaboration.

Hiro (ATS): Attract, track, and hire top talent efficiently with a fully customizable applicant tracking system that streamlines the entire recruitment process from job posting to onboarding.

Performance Management: Ability to manage employee performance and growth seamlessly

How do Keka customers experience the core value repeatedly?

The need for repeated use, the ability to scale with the product and customize the product as per changing internal requirements

What is the natural frequency for Keka?

Natural frequency for Keka varies as per the pricing plan opted by the customer, as in some cases a few customers will only use the ATS or performance products and do other activities with some different platform.

Keka Active User Actions

Attendance Tracking:
- Regularly marking attendance via the platform (clocking in/out).
- Reviewing and approving team attendance and leave requests.
- Generating attendance reports.
Payroll Management:
- Setting up and managing payroll schedules.
- Reviewing and approving payroll before disbursement.
- Ensuring compliance and updating payroll policies.(if needed)
Employee Experience:
- Conducting employee surveys and collecting feedback.
- Recognizing and rewarding employees through the platform.
- Pulse collection
PSA:
- Creating and assigning tasks to team members.
- Tracking progress and updating project statuses.
- Timesheet filling and submission
Hiro (ATS):
- Posting job openings
- Raising Job requisition
- Screening and interviewing with candidates.
- Collecting feedback on candidate profiles
Performance Management:
- Setting and tracking individual and team goals.
- Conducting performance reviews
- Sharing and requesting personal feedback

Natural Frequency

Attendance Tracking:
- Casual User: 1-2 times per week
- Core User: 5-10 times per week
- Power User: 20-30 times per week
Payroll Management and Expense Management:
- Casual User: 1 time per month
- Core User: 2-4 times per month
- Power User: 4-8 times per month
Employee Experience:
- Casual User: 1 time per month
- Core User: 2-4 times per month
- Power User: 8-12 times per month
Project Management:
- Casual User: 2-4 times per month
- Core User: 8-12 times per month
- Power User: 20-30 times per month
Recruitment (ATS):
- Casual User: 1-2 times per month
- Core User: 4-8 times per month
- Power User: 20-30 times per month
Performance Management:
- Casual User: 1-2 times per quarter
- Core User: 2-4 times per month
- Power User: 4-8 times per month

User Segmentation:

Module	User Type	Depth	Frequency	Breadth
Attendance Tracking	Casual	Marks attendance and checks own records.	Weekly	Low: Mainly self-focused.
	Core	Marks attendance, reviews team attendance and approves leave requests.	Daily (attendance), Weekly (team reviews), Bi-weekly (leave approvals)	Medium: Self and team-focused.
	Power	Marks attendance, reviews team attendance and leave requests, and generates reports.	Daily (attendance, reviews), Weekly (reports)	High: Self, team, and organization-focused, analytics-driven.
Payroll Management	Casual	Reviews and approves payroll.	Monthly	Low: Basic payroll functions.
	Core	Engages with payroll setup, management, and compliance.	Bi-weekly (management), Monthly (compliance)	Medium: Setup, management, and compliance.
	Power	Manages payroll setup, reviews and approves payroll, ensures compliance, and updates policies.	Weekly	High: Comprehensive payroll management including policy updates and compliance.
Employee Experience	Casual	Participates in surveys and engagement activities.	Monthly	Low: Limited participation in engagement activities.
	Core	Conducts surveys, collects feedback, and recognizes employees.	Quarterly (surveys), Monthly (recognition)	Medium: Feedback collection and employee recognition.
	Power	Continuous feedback collection, organizing activities, and actively recognizing employees.	Weekly	High: Proactive in feedback, engagement activities, and recognition.
PSA	Casual	Updates task status, and collaborates on projects as needed.	Monthly	Low: Sporadic task updates and collaboration.
	Core	Creates and assigns tasks, tracks progress, and updates status.	Weekly (tasks), Bi-weekly (progress updates)	Medium: Regular task management and progress tracking.
	Power	Manages tasks, tracks project progress, collaborates continuously, and updates statuses frequently.	Daily	High: Comprehensive task and project management with continuous collaboration.
Hiro (ATS)	Casual	Posts job openings, and reviews applications occasionally.	Monthly	Low: Basic recruitment activities.
	Core	Engages in screening, interviewing, and coordinating with hiring managers.	Bi-weekly (screening), Monthly (coordination)	Medium: Regular recruitment processes including coordination.
	Power	Manages full recruitment process, posts jobs, interviews candidates, and makes hiring decisions.	Daily	High: End-to-end recruitment management including decision-making.
Performance Management	Casual	Sets and tracks decision-making and participates in annual reviews.	Quarterly (goals), Annually (reviews)	Low: Basic goal setting and annual reviews.
	Core	Sets and reviews goals and conducts performance reviews.	Bi-monthly (goals), Quarterly (reviews)	Medium: Regular goal and performance management.
	Power	Actively manages goals, and performance metrics, conducts reviews, provides feedback, and manages development plans.	Weekly (goals, metrics), Monthly (reviews)	High: Continuous performance and development management with frequent feedback and reviews.

Current Retention Statistics

For retention design: Due to the limited availability of data I am picking Keka's Mobile App, which currently has Attendance and Leave management, Employee-centric payroll items, continuous feedback for employees, expense management, announcements, a helpdesk module, and an employee directory.

	Retention
Day 0	100%
Day 7	60%
Day 10	48%
Day 30	40%
Day 90	38%

The retention curve currently starts to flatten after 10 days on the mobile app

Q1: Which ICP drives the best retention?

A1: Employees drive the best retention in the case of the Keka mobile app for two reasons

It's an employee-first app, therefore other personas aren't targeted while building it
The frequency of admin/HR actions is fairly low due to its nature.

Q2: What acquisition channels drive users that retain better?

A2: Well in the case of Keka, the acquisition channel that works the most is inbound interest, though that does not play a vital role in an intent-based product where the functionality is of matter over the rest. So the users that have retained better right now are because of two reasons

Ability to perform high-intent actions without hindrance
Ability to have the platform customized as per the changing needs of the customer

After checking the data internally, below are the modules/features that drive the best retention:

Attendance module: (Clock in-out, regularisation, attendance requests)
Payslip feature
Manage Tax feature
Expense management module

Reasons for Churn

Q1. What are the top reasons for users to churn?

Top Reasons for users to churn:

Unavailability of features
Broken onboarding journey
Discoverability issues
Preference for a web platform over a mobile app
Unable to use mobile app in office due to network restrictions
Employee left the company
The company churned from Keka
Buggy App

Voluntary vs Involuntary churn

Voluntary	Involuntary
Preference for a web platform over a mobile app	Unavailability of features
	Broken onboarding journey
	Discoverability issues
	Unable to use mobile app in office due to network restrictions
	Employee left the company
	The company churned from Keka
	Buggy App

Negative Actions to Monitor

Low NPS

Frequency: Regularly (e.g., monthly or quarterly).

Action: Investigate reasons for low scores and address common pain points.

Customer Support Tickets

Frequency: Daily monitoring and weekly analysis.

Indicators: High volume of tickets, repeated issues, and long resolution times.

Action: Identify and fix recurring problems, and improve response times.

In-app Feedback

Frequency: Ongoing, with weekly analysis.

Indicators: Negative comments, low ratings.

Action: Address specific complaints with the users/employees.

Feature Usage Drop-off

Frequency: Daily tracking, with weekly analysis.

Indicators: Significant decrease in usage of key features (e.g., Attendance module, Payslip feature).

Action: know the reason for drop-off, fix bugs (if any), enhance features, or provide better user guidance.

App Uninstalls

Frequency: Weekly tracking, with monthly analysis.

Indicators: High uninstall rates within a specific timeframe.

Action: Reach out to users who uninstalled, understand their reasons, and address issues.

Resurrection Campaigns

Campaign 1: Encourage Feature Adoption

Segment: Users with low engagement in key features
Pitch/Content: Discover the enhanced features at Keka! Hear directly from users who've streamlined their processes and achieved success with our latest updates. Join us and experience the value and ease firsthand – it's time to elevate your workflow with Keka!
Offer: Feature enhancement access, you can provide feedback directly to the makers for what you want in those features.
Frequency and Timing:
- The initial email and WhatsApp message introducing the feature benefits.
- Follow-up at 7 and 14 days highlighting different use cases.
Success Metrics:
- Increased usage of targeted features.
- Higher user satisfaction scores.
- Reduction in feature-specific churn.

Campaign 2: Win Back Uninstalled Churned Users

Segment: Users who uninstalled the app or have been inactive for over 90 days.
Pitch/Content: We've missed you! Since your departure, we've been hard at work enhancing our platform with the latest improvements, new features, and user benefits. Our efforts are aimed at creating an even better experience for you. We hope our dedication inspires you to come back and explore all that's new!
Offer: An exclusive webinar on new functionalities and 1-on-1 support with CS teams for extended hours
Frequency and Timing:
- Initial win-back email and WhatsApp with reactivation offer.
- Follow-up at 7 and 30 days with reminders and additional incentives.
Success Metrics:
- Reactivation rate.
- Post-reactivation engagement metrics.
- Long-term retention of reactivated users.

Campaign 3: Fix Broken Onboarding Journey

Segment: New users who churn within the first 10 days.
Pitch/Content: Seeing you struggle was never our intent and we wish to get the mishap right, you can now onboard yourself on the mobile app with a guided tour.
Offer: Free onboarding webinar and product walkthrough within the app.
Frequency and Timing:
- Initial email and WhatsApp message within 48 hours of noticing drop-off.
- Follow-up emails and WhatsApp messages at 5 and 10 days.
Success Metrics:
- Increase in the completion rate of the onboarding process.
- Reduction in early churn rate.
- Positive feedback on the onboarding experience via in-app feedback

Campaign 4: Address Feature Discoverability Issues

Segment: Users who frequently contact support or give feedback about missing features.
Pitch/Content: Get a guided tour of the app’s key features so that you never have to open your laptops or monitors to perform day-to-day HRMS functions
Offer: Personalized onboarding session with a product walkthrough within the app.
Frequency and Timing:
- Initial contact within 24 hours of the support ticket/feedback.
- Follow-up 1 week later.
Success Metrics:
- Reduced number of support tickets.
- Positive in-app feedback.
- Higher feature adoption rates.