SkuVault est une solution de gestion d'entrepôt qui aide les entreprises de vente en ligne à gérer leurs stocks et à améliorer leur efficacité.
SkuVault avait besoin d'une solution unifiée et évolutive pour comprendre le comportement des utilisateurs de son logiciel de gestion des stocks et pouvoir ainsi prendre des décisions mieux informées plus rapidement.
L'entreprise a d'abord utilisé les outils d'analyse de Pendo pour obtenir des informations sur le comportement des utilisateurs, puis est passée aux guides in-app de Pendo afin de fournir une assistance contextuelle, de recueillir les retours en temps réel et d'offrir des « micro-formations » directement dans son produit.
SkuVault a réduit de 45 % le nombre des tickets d'assistance relatifs à des informations présentes dans la base de connaissances, supprimé 25 % des questions posées fréquemment et changé radicalement la façon dont elle hiérarchise les investissements dans les produits au sein de l'entreprise.
SkuVault’s inventory and warehouse management software helps e-commerce retailers solve one of their biggest challenges: tracking inventory across multiple warehouses. SkuVault allows sellers to sync their warehouses with 50+ integration channels and brick-and-mortar stores to help manage inventory at scale, eliminate oversells, and streamline pick-and-pack workflows.
La technologie de SkuVault a été spécialement conçue pour le personnel des entrepôts chargé du traitement des commandes. Comme l'explique Diana Nolting, vice-présidente produit chez SkuVault, « [Nous nous adressons aux personnes] qui prévoient les quantités qu'elles doivent commander, qui se connectent à leurs canaux et essaient de rationaliser réellement leurs logiciels. »
Mais dans un secteur qui repose sur des systèmes complexes et interconnectés, et où la rapidité est primordiale (notamment pendant les saisons avec un fort volume d'achats), SkuVault savait qu'il fallait mieux comprendre les workflows de ses utilisateurs afin d'améliorer et d'accélérer leurs expériences numériques.
When Nolting first joined the SkuVault team in 2020, the company was still in the early stages of growing its product management function and treating it as a discipline distinct from engineering and development. This meant that the SkuVault team had a lot of data at their disposal, but lacked the behavioral analytics they needed to truly get closer to their users.
“We didn’t really understand our full customer base. That was really the foundation for our decision to purchase Pendo,” said Nolting. “We needed to get out there to talk to people . . . But we also needed a way to make sense of what they weren’t telling us.”
Avant Pendo, l'équipe de SkuVault utilisait Google Analytics pour obtenir des données produit, mais n'avait aucune visibilité sur le comportement et l'engagement des utilisateurs. « L'indicateur des pages vues de Google Analytics ne donnait aucune indication sur ce qui fonctionnait et ne fonctionnait pas, et il ne nous proposait aucune solution pour étayer le feedback anecdotique que nous recevions », explique D. Nolting.
Pour permettre à l'entreprise d'évoluer et à son équipe produit grandissante de prendre les bonnes décisions, D. Nolting savait qu'il lui fallait un outil qui pourrait permettre à SkuVault d'écouter les « 80 % d'utilisateurs silencieux ».
« Nous avions besoin d'un logiciel d'analyse comportementale car notre activité était en train de se développer significativement. Il nous fallait une solution qui n'impliquait pas un recours massif au service d'ingénierie, d'une plateforme capable de rassembler nos systèmes disparates et de [s'intégrer avec Salesforce] car nous avions beaucoup de données, mais aucune solution pour les relier. Il nous fallait également de la visibilité sur ce que les internautes faisaient et nous devions réellement comprendre [leurs comportements] d'une manière qui soit exploitable, et ce, [même avec] notre grand nombre de clients. »
Pendo delivered on all fronts—and proved to be easy to implement without significant engineering effort or technical resources.
During their evaluation for a product experience and digital adoption platform, Nolting and the SkuVault team also collaborated closely with Pendo’s value consulting team to help justify their investment and make a more confident decision. This engagement included a qualitative analysis of how Pendo aligned to SkuVault’s strategic initiatives, as well as financial models quantifying the value of Pendo—with business cases focused on reducing support cases (short term) and improving retention (longer term).
From the start, Pendo’s retroactive analytics were a huge draw for Nolting and her team. “[I love] the fact that anytime I tag something, I get all the historical data back to the date that we set it,” she explained. “We can test and play and still have it all from the date we installed Pendo—which is huge. If we want to run an A/B test, we don’t have to wait two weeks and come back [to see the results].”
Standing up a behavioral analytics solution was SkuVault’s most immediate need. But after implementing Pendo Analytics, Nolting and her team quickly saw the opportunity in-app guides could unlock for their product experience. “We really thought [analytics] was the biggest thing we needed. But once we started using it and with where we are now a year and a half later, we’ve [learned that] the best way for us to gain access to talk to our clients is through in-app guides and surveys,” she said.
D. Nolting a également noté que cette approche ciblée et fondée sur des données pour la communication in-app est particulièrement utile compte tenu de la nature de la base d'utilisateurs de SkuVault. « Nous nous adressons au personnel d'entrepôt, aux travailleurs de première ligne et aux travailleurs sans bureau, autrement dit aux personnes qui ne pourront pas décrocher le téléphone. De plus, le temps c'est de l'argent. Il nous fallait une solution pour envoyer des messages ciblés et recueillir du feedback. »
The SkuVault team started with just a few very pinpointed in-app guides, and have seen great results so far. Not only has this contextual approach allowed them to deepen their penetration across their logo base to gather Net Promoter Scores (NPS), it has also allowed the team to gather additional qualitative feedback associated with those scores they wouldn’t have received via email alone.
SkuVault has also seen incredible results by leveraging Pendo In-app Guides to power their onboarding strategy—an approach that Nolting is working to expand to the rest of Linnworks’ (who acquired SkuVault in September 2022) product portfolio.
“We started rolling out in-app guides to streamline onboarding, [which previously took a] fairly significant amount of time. By embedding ‘micro-training’ on every page where [users might encounter] a feature they don’t use very often—like something they might only use once every two months—and making it available right there, we were able to decrease knowledge-based support tickets by 45%, which was incredible for us.”
Depuis l'acquisition par Linnworks, D. Nolting et son équipe SkuVault ont pu prouver l'efficacité des mesures prises et commencer à les étendre à l'ensemble de l'entreprise. « [L'équipe entière] voit que la solution est efficace, en grande partie parce que grâce à elle, il n'est pas nécessaire qu'un agent humain accompagne nos utilisateurs », a-t-elle déclaré.
By providing their users with the enablement and tips they need along the way, the SkuVault team has been able to continually increase their users’ confidence and make their product easier to use. “We really do credit the embedded guides with helping streamline onboarding,” Nolting added. “And we directly attribute the micro-learnings we’ve embedded with that decrease in knowledge-based tickets.”
Nolting explained that this 45% decrease in knowledge-based tickets equated to the deflection of roughly two months-worth of support tickets—or more than 1,000 unique cases—across the entire SkuVault support team. Additionally, she noted that 25% of SkuVault’s clients are no longer asking the same routine knowledge-based questions they previously opened support tickets for. “We’re now able to answer those [questions] without users even having to start a support case, which has improved stickiness,” she said.
“I just love Pendo because it gives me a way to have more relationships with our clients than I ever could manage one-to-one. I can really interact and connect with them in a way that I couldn’t before . . . It’s really one of the most critical tools we have in our toolbox.”
Ce qui, initialement, était une solution destinée principalement à l'équipe produit de SkuVault, s'est aujourd'hui étendu à l'ensemble de l'entreprise. Désormais, les équipes, y compris les ventes, le service client, le marketing, l'onboarding et la mise en service, se connectent régulièrement à Pendo pour comprendre l'utilisation que les clients et les prospects ont du produit, et utiliser ces informations pour améliorer l'expérience.
« Toute l'entreprise a pris l'habitude de se connecter à Pendo, explique D. Nolting. C'est vraiment agréable de voir tout le monde adopter Pendo à différents niveaux. » Voici quelques exemples de la façon dont les équipes de SkuVault tirent parti de Pendo :
With over 300 features in SkuVault’s inventory management software, Nolting also noted that the team previously had no way of knowing which features were really getting used, or which they should invest further in. But now, thanks to segmentation and rich behavioral insights, teams across SkuVault are able to make data-informed decisions and focus their resources on the right things. “[Pendo has] changed how we build investment cases, and how we prioritize work in different areas,” said Nolting.
Bringing all these teams together within Pendo and using product data as a single source of truth for decision-making has helped the SkuVault team gain some other valuable operational efficiencies.
For example, when the product team was considering sunsetting a particular feature, they seamlessly launched an in-app poll to see which of two versions users preferred, and started collecting data right away. This quick validation allowed the product team to move quickly, saved them from pursuing false starts that ultimately wouldn’t be viable, and helped them make an informed decision about where to focus their resources. “We were able to ship the entire project and save a significant amount of development time,” said Nolting.
Finally, Nolting noted that Pendo has enabled SkuVault—and by extension, Linnworks—to expand their reach and start building their product-led go-to-market approach. “Pendo has allowed us to give a voice to the market who we weren’t able to access before,” said Nolting. “Spinning up a product-led go-to-market motion is something that will be incredibly important to us as a company going forward—and it’s going to be served by Pendo. We’re [building] a foundation to be able to access different go-to motions and go-to markets, because now we understand what’s actually happening.”
Moving forward, SkuVault plans to use Pendo to measure impact to retention, and hopes to unify Pendo initiatives across the company. Nolting and her team are also eager to leverage Product Engagement Score (PES) to improve reporting and establish a shared, composite metric to evaluate their product’s performance over time. SkuVault’s relationship with Pendo is just one example of how their ongoing commitment to being customer obsessed is translating into real-world solutions for growing e-commerce businesses.
