Customer Journey Analysis at Pipedrive: A Process Mining Approach

Abstract

Pipedrive is a company that provides Customer Relationship Management (CRM) with a Software as a Service (SaaS) business model. One of the challenges at Pipedrive is to enhance customer experience in order to convert as many trialled users into payed users and to prevent churned of paid users. In this thesis, we analyse the customer journey of users of Pipedrive SaaS system from the moment they create the trial account to the moment they convert into paid users or they abandon. To analyse this problem, we use process mining approach to extract high fidelity event logs from different information systems and use techniques from the field of process mining in order to identify patterns that distinguish between trialled customers converting to paid product and those who do not convert.