Getting straight to the source
CreatorIQ en bref
Responsable de l'expérience produit
chez CreatorIQ
CreatorIQ est une entreprise de logiciels qui aide les marques et les agences à mener des campagnes de marketing d'influence à grande échelle. CreatorIQ propose une large gamme de solutions pour les équipes de marketing d'influence et de réseaux sociaux, de la découverte d'influenceurs à la mise en œuvre de campagnes.
Défi
As the CreatorIQ team was preparing to launch a new feature, they realized that they didn’t have a simple way of gathering customer interest and user intent. They needed to get straight to the source to accurately gauge customer sentiment—in a scalable and repeatable way.
Solution mise en œuvre par Pendo
CreatorIQ leveraged Pendo in-app guides and surveys to better understand their customers and segment their campaigns—leveraging the responses they received to improve the product and finesse the launch plan.
Résultats
The CreatorIQ team has had great success with this two-fold Pendo approach. They’ve blown past their feature intent and adoption goals, streamlined communication between customers and internal teams, and empowered their product team to engage directly with external stakeholders.
Contents
Pour nous, mettre en œuvre la solution Pendo signifie beaucoup de choses différentes, en fonction du cas d'utilisation. Il peut s'agir de mener une enquête in-app auprès des utilisateurs ou d'exploiter notre base de clients aussi directement que possible. Ou pour quelque chose d'un peu plus technique ou riche en données, comme lorsque nous essayons de déterminer comment valider un lancement de produit réussi, Pendo nous aide à extraire toutes les données d'utilisation, les entonnoirs et les parcours pertinents afin que nous puissions voir où nous avons atteint ou raté notre cible.
Colin Brophy, responsable de l'expérience produit, CreatorIQ
Bye bye, middleman
Growing your list of followers is like growing your business: you need to find processes and tools to make building your audience easy. With Pendo, you can unlock creative—and scalable—ways to stay in touch with the people who can move the needle the most.
In the early days, CreatorIQ leveraged traditional marketing channels like email to reach their core audience—and one-on-one meetings between customers and their success teams to gauge interest in new products and features. But as the company grew and prepared to launch a new paid media offering, the CreatorIQ team knew it was time to try something different. “We wanted to scale this initiative, and we knew that this product we were launching would impact a huge majority of our client base,” explained Colin Brophy, product experience manager at CreatorIQ.
Brophy and his team needed to find a way to measure customer intent at scale. They also needed a tool that could help centralize all of that intent data and automate the feedback collection process in a way that didn’t rely on customer success resources. “We knew that going independent would be the best way,” said Brophy. “And we knew it could be tackled within Pendo.”
Targeted customers make happy customers
The CreatorIQ team knew that if they wanted to hit their adoption goals for their new product, they needed to first measure their customers’ intent. Brophy turned to Pendo in-app guides to help. “We used Pendo’s in-app guide options to build a poll with multiple steps, asking people if they were interested [in the feature] and if they wanted to be a part of a beta,” said Brophy. “Then from there, we took that information and were able to make it as actionable as possible and get people onboarded to this new functionality as quickly as we could.”
Brophy and his team leveraged a series of Pendo in-app guides to engage with users at various stages of the product building and testing process. They first announced the new feature via a Pendo in-app guide. Following the announcement, the team launched a survey to gauge customers’ interest in learning more about the feature or being contacted to help with testing. “It gave us a list of clients who were ready to activate,” said Brophy. “I was able to see every single user who was ready to use a feature, which we never really had before Pendo. It was the most direct and clear way we’ve ever been able to see intent.”
CreatorIQ has used this same process to gather intent data for other product features. And running it all in Pendo has allowed Brophy and his team to get clear visibility into the data and improve how they segment their communications. “[This two-step survey process gave] us two lists: one, people that we could stay on top of and two, people that we could actually meet with and get using the product and adopting as quickly as possible,” Brophy explained. “And once our support team enabled those clients, we built Pendo guides that walked them directly through [the product] without needing to schedule in-person time.”
L’équipe de CreatorIQ a obtenu d’excellents résultats jusqu’à présent. « [Nous recueillons l'intention des clients] trois à quatre fois plus vite que par le passé », affirme M. Brophy. Son équipe a atteint ses objectifs d'adoption pour sa fonctionnalité de médias payants dans les deux premières semaines suivant son lancement, avec trois mois d'avance. Une autre campagne de CreatorIQ est actuellement en cours et a déjà atteint 250 % de son objectif d’intention et d’activation, grâce aux enquêtes et aux guides in-app de Pendo.
Selon M. Brophy, l'utilisation de Pendo a également contribué à améliorer la communication entre les équipes internes de CreatorIQ et ses clients. « Cela a considérablement facilité la tâche de notre équipe produit, qui a pu se renseigner et collaborer directement avec les clients, ou celle de nos CSM, qui ont pu savoir exactement qui, parmi leurs comptes, faisait preuve d'engagement ou devait être contacté. » Il explique par ailleurs que Pendo a rationalisé les allers-retours qui étaient auparavant nécessaires pour recueillir des données sur les clients. « Cela aurait tout simplement pris beaucoup plus de temps », ajoute-t-il. « Avec Pendo, nous avons essentiellement rationalisé le processus d'activation et d'adoption. C'était un moyen pour moi de fournir des informations [à nos clients] et d'en recevoir en retour, plutôt que d'attendre passivement qu'elles me parviennent par l'intermédiaire des membres de mon équipe au fil de plusieurs semaines, voire de plusieurs mois. »
Pro tips
- Don’t be afraid to ask questions or go straight to the customer to get the information you need
- Put yourself in your users’ shoes—what messages and product experiences would resonate most with you as a user of your app?
- Encourage everyone in your organization to embrace customer experience (CX) as their responsibility—to strengthen your product, you need to break the middleman thought process and engage directly with your users
