Merchants below $100k a month had no account manager. Their biggest friction was getting into a new country.
At EBANX, account managers only covered merchants processing $100k or more a month. Below that line sat a long tail of smaller merchants, many of them close to the threshold, with no dedicated attention. Their biggest friction was expanding to new countries. Each country has its own restrictions (tobacco, cannabis, gambling, and so on), so merchants were approved one country at a time, and every new country meant a manual loop through CS, Compliance, and Tech. It slowed their time to market and used up CS capacity.
Many of our CS tickets were not problems. They were merchants asking to grow.
In the first quarter, manual upsell tickets dropped by two-thirds. The unexpected win came from the dashboard itself: once “add a country” was visible, quarterly upsells grew 18%.
The merchants did not need convincing. They needed a button.