Champagne for the Campaign
Welcome to 2020, readers! In this edition of the Drinking Our Own Champagne (DOOC) blog, we’ll round out our discussion of how UserIQ leverages our own platform by talking about in-app engagements, or campaigns, as we often call them.
UserIQ engagements represent an entirely different channel to use to communicate with your users—right when they are conveniently logged into your application. With UserIQ, you can create powerful, automated communications that not only help you get to know your customers, but also help your users feel like they’re getting a tailored and personalized experience. Plus, campaigns are a way for CSMs to reach out to customers without having to pick up the phone or draft up an email. UserIQ engagements let you design the following aspects of your in-app messages:
- Pick your campaign type: Decide if you want to launch a guided tour, a custom survey, an announcement on your mobile app, or any other campaign option
- Decide who gets it: You determine which customers see your campaign by selecting the targeted user segment that will serve as your campaign audience
- Create your content: Then, you draft the content and messaging you want to send to your users
- Make it snazzy: And lastly, you plan what the overall look-and-feel will be for the campaign
The customizability is endless!
“Let Us Show You How” Campaigns
Navigating a software platform is not always straightforward and can be challenging at times, particularly if you’re a new user. The team at UserIQ uses both high-tech (such as in-app campaigns) and high-touch efforts (such as a customer cadence call) to ramp up new users as efficiently as possible, so that they can quickly begin to optimize their customer success strategy and decrease time-to-value. Utilizing in-app campaigns in conjunction with other channels—such as email and the UserIQ onboarding program—gives CSMs a handy tool in their toolbox, plus it helps us speed up the customer education process so that users get comfortable with the platform quickly.
One such in-app campaign that’s targeted toward new users is our crucial first login campaign. It’s fairly common when logging into any new SaaS product to see some type of welcome screen or guided tour when you log into the app for the first time. “Not only are there useful and relevant links included in our first login tour,” explains Lawton Ursrey, UserIQ’s VP of Customer Success & Growth, “but it uses the segmentation capabilities within UserIQ to make sure your campaign has the right audience and is delivered at the right time. Once you set up the campaign, you can just let it run, until you want to tweak the content or the messaging.”
This set-it-and-forget-it aspect of UserIQ engagements makes them useful time-savers. Once we create a campaign template with the branding and aesthetics we like, we often times just switch up the messaging or alter the campaign audience and re-use those same templates over and over again. Lawton continued, “Lots of our customers will take advantage of the fact that campaigns are easy to clone and reuse for other customer success initiatives. Why reinvent the wheel each time if you already have a great starting point to work from?” Plus, to make that campaign template creation even easier, UserIQ customers will often enlist our professional services team to create campaigns for them, so they can add new templates to their growing user engagement library.
Tooltips represent another great campaign type that helps educate new users about our platform. And, tooltips are extra special because they don’t even require the user to click on anything! A tooltip simply activates by having the user hover over that particular area of the app with their mouse. Also, since tooltips can have a specified audience, the UserIQ team has designed a series of tooltips specifically for our newer users that appear on our main UserIQ dashboard—illustrating what each of the graphs can help you with.
“The initial motivation for these tooltips was because new users were signing onto the platform on day 1 with UserIQ, and they didn’t have all of their data flowing quite yet, so their dashboard wasn’t fully populated,” explained Bret Venuso, a customer success product specialist at UserIQ. “Tooltips help new users get a sense for what some of the graphs will look like, once they get fully implemented with the platform.” With these new user tooltips, the customer can just hover over a particular part of the dashboard and a quick GIF appears, showing what questions the data can help you answer, along with details on how to click into the graph for more information. “Tooltips are great to use for new customers, since they don’t take a ton of time or effort to build, but they can be a powerful tool for education,” continued Bret. “And for every question that users are able to answer on their own, it helps to save valuable time for our CSMs.”
“What’s New?” Campaigns
Another common use case for in-app announcements—both for the team at UserIQ and for our customers—is to inform users about product updates and new releases. In-app campaigns are an easy, timely, and relevant way to get users to engage with new areas of your product. Since users are already in your app when they receive these messages, they can immediately start exploring the changes and updates that you’ve announced in your campaign.
UserIQ has a campaign template for release notes that the team uses whenever there are new product features to announce to our customer base. Our customer success team is typically the designated team who designs and deploys these announcements to our clients. Bret explains some of the rationale behind these campaigns: “When it comes to release notes campaigns, we do try to keep them to just three bullet points, max. We don’t want to take up a lot of our customers’ time, but we do want to get them excited about the changes we’re making within the platform.” After all, the reason for making an announcement in-app is not necessarily to give every last relevant detail around the product changes. In-app announcements simply intend to deliver information and grow the excitement within our customer base.
UserIQ makes all of our big product announcements using in-app campaigns—sharing new feature additions or explaining what major upgrades have been made to the platform (as a side note, there are some exciting UserIQ product updates to look forward to in 2020… HUGE year ahead, people!). “When we launched our Journey Paths feature,” reflected Lawton, “we wanted to make a really big ‘splash’ with the in-app campaign we deployed. Since the appeal of Journey Paths is in its ability to visualize data, we really had to make the campaign stand out and look great.”
“Tell Us How We’re Doing” Campaigns
While campaigns are helpful in communicating important messages to our customer base, the team at UserIQ also leverages in-app engagements to solicit user feedback directly. Lawton continued his discussion of UserIQ’s campaigns, emphasizing that “some of our greatest strategic insights are borne directly out of voice-of-the-customer feedback. And, needless to say, the response rate we get from an in-app campaign versus an email is night-and-day different—with in-app response rates basically blowing email response rates out of the water.”
It makes sense, though. Customers are more willing to give feedback when it’s presented to them within the application itself. Bret made an interesting point about this, “I don’t know if it’s just me who thinks this, but if I complete a survey for a company and it’s an in-app survey like UserIQ’s, I’m way more confident that my unfiltered responses will be shared directly with relevant people in CS or CX roles at that company. With email, I always wonder if the responses just get sucked into a black hole!” Totally with you on this one, Bret!
So, as we’ve established above, we’re clearly BIG fans of in-app surveys as a way to collect customer feedback. Our quarterly NPS survey, which we talked about in a dedicated DOOC post about NPS back in September, gives us a sense of how we’re doing with our current customers. Because we take a very rigorous and process-driven approach to NPS, we can rely on our scores to give us key directional insights.
While we consider NPS a reflection on our platform as a whole, we also use post-onboarding rating surveys to evaluate how we’re doing. These surveys are deployed as soon as a customer graduates from UserIQ’s onboarding program. Survey responses shed light on the customer’s onboarding experience and the CS team uses these insights to evaluate and improve the onboarding process. In addition to an overall rating, users can give contextual feedback about why they gave the rating they did. Lawton mentioned that he and his team closely review these rating survey responses, taking all of the user feedback into account.
Lastly, a more fun and recent example of how we encourage user feedback was through a G2 review request campaign we did right around Halloween time last year. Using factors like customer health score and recent NPS promoter scores, we identified possible customer advocates and reached out to them through a campaign to see if they’d be willing to give us a G2 review.
The Last Drop
In-app campaigns are an indispensable part of the UserIQ experience. We want to continue to find the most effective way to communicate with our users so that they can have the best possible experience with our platform and our team.
Until next time…. Hold on tight to those flutes and drink responsibly!