Before launching UserIQ in 2014, I was serving as a Chief Information Officer for a B2B travel tech company, TRX Inc. (which we later sold to Concur). We had a great digital marketing team that used Hubspot to track new leads to our website, so we knew who was signing up for webinars and downloading whitepapers. Still, once a lead logged in as a “trial user” or even as a new paying customer, the craziest thing happened: we actually lost visibility into who the customers were and what they were doing inside our application.
As a result, it was harder to engage with them and, ultimately, grow revenue. In fact, our best option to communicate to our leads was to manually send emails. While most companies still use email to attempt engagement with customers, they only get 1-2% click through rates as a result. We wanted something better. We needed a solution to pick up where our marketing automation tools left off during the customer journey.
I realized that there was a major gap in how SaaS companies engaged with their customers.
“The foundation for UserIQ was based upon my first-hand experience. I knew there was a need for a dedicated, easy-to-use platform like this in the market.” – Aaron Aycock, Founder and Chief Product Officer, UserIQ
This point was driven home when our team built a new product to manage expense reports. In addition to a sleek web front-end, the application included a native mobile app to capture expense receipts. Naturally, any user who experienced the ease of capturing receipts with their mobile phone loved it. The mobile app increased customer satisfaction and reduced churn significantly, resulting in a huge success rate.
After learning this, our team sought to better target all customers who were not currently using the mobile app and deliver a message in the website application inviting them to download and test the new mobile app. In order to effectively target the right users with the right message, a lot of work was required upfront. For example, we needed:
- Accurate integration and reporting on the data showing usage and behavior across both our native mobile app and web application
- Development of infrastructure to build proper message components
- Close coordination with marketing and communications for the right message content
- Dedicated quality assurance and systems teams to deploy the campaign and see it through to production
- Further, if we wanted to measure results and tweak the campaign as necessary, we’d have to start this process all over again.
A lot of technical work needed to be done before we could even begin to measure the success of the campaign. Still, since most of the individuals required to do this were part of my team, I estimated that it would take a few weeks to accomplish.
Months later, the campaign was still not complete. Why? Our development teams already had a backlog of work committed to customers, such as new features and bug fixes, which took precedence over the development of the campaign. Such backlogs are common in most companies and often push down the kind of marketing work that product teams recognize as important, but can’t give the attention it needs.
It wasn’t just us. I soon learned that, for the same reasons, many businesses were not fully engaging and communicating product value with high-value customers and users. Without targeted engagements to help ensure customer success, companies could be leaving millions in lost revenue on the table.
An easier way to scale customer success and reduce customer churn
There had to be an easier way to follow the customer journey, implement personalized messaging within applications, and measure the adoption/usage of new applications and upgrades. To avoid the IT/development backlog delays, it was important that the solution didn’t require custom coding or complicated integration from developers. After all, leveraging technology to make life easier is the mantra of the SaaS community.
Ideally, the solution would be no more complicated than posting a blog on a WordPress site. You would simply select what kind of campaign (announcement, survey, guided tour, etc.), and choose which audience to deliver the message, based on who they are and how they behave within your product. Easy, right? Not without the right tools.
That’s why UserIQ was created: to help software companies grow profitable revenue by easily and effectively engaging with the right user at the right time with the right message – and we do it all without any custom coding.
What typically takes days, weeks, or even months (in my case) with a dedicated development team is now reduced to minutes. If I could have leveraged UserIQ while working at TRX, the very same campaign would have been launched the same day we thought of it.
Not only is it easier to deploy personalized messages, but by using UserIQ, companies can track the full customer journey, so companies are empowered with specific, actionable insights about each user. That is the IQ in UserIQ.
Today, users expect intelligent software to quickly and seamlessly communicate new products and services, so don’t miss out on scaling high-value customers simply because you don’t have the time or resources.
The Next Chapter
Since our inception, UserIQ has found a home in the day-to-day lives of customer success teams, product managers, and executives who ultimately want to make their users more successful in order to grow and scale. Our platform has evolved beyond targeted engagements and intelligence to offer a complete suite of tools companies need to focus the entire business on customer success.
Over the years, we’ve interviewed dozens of leaders in the space, surveyed thousands of software professionals, and learned so much from our customers, and ultimately what we’ve found is that customer success departments run in a variety of ways at a variety of company types, markets, industries, stages … but what they all have most in common is that they are the center of what makes a business tick.
We like to put it this way: customer success teams are the window into the user. And vice versa, they are also the window into the company for the user. CS teams oversee a very important line in the customer relationship, and when this relationship is prioritized, a few awesome things can happen:
- Customer success teams can capture and act on user feedback quicker and easier
- The product becomes more intuitive and delivers the experience customers expect
- Sales and marketing teams better understand the ideal customer profile
- Executives have a clearer picture of the success of the business
- Users are ultimately more successful and reward the business by staying longer, spending more, and telling their friends about you
- All which drive your business forward.
Customer success isn’t just a department or a function. It’s a core operating philosophy. And that’s exactly the learning we want to expand on and empower all companies to operate by.
Let us show you how we’re helping companies center on customer success.