How enterprise companies manage in-app communication at scale


Why you need to consider the full in-app experience

We’ve all been there as software users: trying to navigate a new platform or get something done in a tool we use every day, only to be bombarded with what feels like endless pop-up messages. Frustrating at best, these moments can have lasting negative effects. And while no company sets out to disrupt users’ workflows or get in the way of productivity, they can sometimes end up doing so due to a lack of coordination.

Product-led companies recognize that leveraging the product to communicate with users is a powerful tactic for all teams. However, these benefits quickly dwindle if companies aren’t considering the end user’s full experience. At large enterprises where multiple people or entire teams are creating in-app messages (often referred to as in-app guides or guides) with different goals, it’s especially true that more isn’t necessarily better. If you’re not thinking about all of the in-app communications a single user could see at any given time, you run the risk of spamming them—and deterring them from using your software at all.

Think about an orchestra: Even if every individual musician is phenomenal, that doesn’t guarantee a beautiful performance. True harmony only happens if everyone plays from the same sheet music, with a conductor overseeing everything together. Like an orchestra, companies need a way to manage the user experience inside their product—first by building beautiful in-app guides, then by considering how those guides fit into the experience as a whole.

Throughout the rest of this e-book, you’ll learn what goes into a successful in-app communication strategy and how to implement these best practices at your own organization.

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