The IQ in UserIQ

By January 28, 2016Blog

Before launching UserIQ, 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

This point was driven home when our team built a new SaaS application 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 up front. 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? Most 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 SaaS companies were not fully engaging and communicating product value with high-value customers and users. Without targeted engagements to help ensure customer success, SaaS companies could be leaving millions in lost revenue on the table.

An easier way to scale customers 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. Leveraging technology to make life easier is the mantra of the SaaS community, right?

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. Easy, right?

Behold UserIQ

That’s why UserIQ was developed: to help SaaS 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 or weeks 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 and download invites, but by using UserIQ, companies can track the entire customer journey, so product managers are empowered with specific insight about each user. That is the IQ in UserIQ.

Today, users expect intelligent SaaS companies 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. Try a demo or send me an email.

Thanks for checking us out,

Aaron Aycock
Co-founder and CEO, UserIQ

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