At UserIQ, we don’t just create a customer success (CS) solution. We live and breathe our own platform every day. Over the coming months, we will be publishing a series of blog posts called, Drinking Our Own Champagne, where we’ll do a deep dive into some of the unique ways we leverage our own platform here at UserIQ. We’ll give you the inside track on how we use our solution to understand customer health, gather product intelligence and deploy in-app engagements, along with some additional tips and tricks that we’ve picked up along the way.
Though each department at UserIQ utilizes the platform in a different way, the focus that unites us all is customer success. Our platform allows the entire company to adopt a CS mindset, no matter how each department leverages the UserIQ solution. Here’s a high-level overview of how UserIQ’s product touches each area of our business:
UserIQ’s Customer Success team represents the backbone of our company. The team’s hard work day-in and day-out ensures that our customers achieve their desired outcomes and have the best experience possible with UserIQ. While the CS team uses our platform daily, there are a few key aspects of UserIQ that they really can’t live without.
Similar to many companies, our customers’ relationship with the CS team begins with onboarding. After the handoff from the Sales team has occurred, our CSMs begin to familiarize new users—both trial users and contracted customers—with everything UserIQ has to offer, all while keeping the customer’s goals as their guiding focus. While onboarding new users is challenging work, the CS team still wants to make the process fun. To create positive reinforcement for customers, CS leverages data in UserIQ to send users an in-app “High Five” message that congratulates them on reaching early milestones, such as installing the UserIQ tracking code or naming their first 5 features. High Fives are just one example of how CSMs move beyond just teaching new users how to leverage the UserIQ platform. These campaigns are a way for CSMs to pat customers on the back, share in their success, and indicate that they’re on the path to achieving their goals!
Additionally, the CS team leverages UserIQ’s segmentation capabilities to define relevant customer groups, analyze usage patterns, and provide targeted outreach. To supplement their segmentation efforts, CSMs also use event notifications, which populate a Slack message or an email alert whenever a user meets certain criteria a CSM needs to know. For example, has a customer not logged into UserIQ in the past 30 days? Is an account’s renewal date coming up within the quarter? Event notifications act like an automatic digital assistant, triggering alerts to CSMs based on customer behaviors so they can take appropriate action. On any given day, there are thousands of changes that CSMs have to stay on top of—it’s tough! Event notifications like these, coupled with customer health scores, allow the team to sort through the chaos and proactively understand how customers are doing, which helps CSMs determine the best form of outreach and effectively prioritize their day.
Our Product team relies heavily on UserIQ’s in-app behavior data and intelligence features. By studying feature correlation and product usage information, the team developed four distinct persona archetypes that categorize customers based on common needs, utilization, and goals. While these archetypes share many commonalities, there are often instances where a given persona ‘changes lanes’ and exhibits in-app behaviors correlated with an entirely different persona. For this reason, the Product team uses the persona archetypes to guide their thinking, but refrains from catering to a single persona when considering product enhancements. The team makes a concerted effort to balance UserIQ’s product roadmap to serve the needs of all customers, especially since they’ve learned how fluid user personas can be.
Another key way that our Product team leverages the UserIQ platform is by creating “intended adoption” segments. When customers buy UserIQ with certain goals in mind, how long does it take them to accomplish these goals within the platform? For example, if deploying an NPS survey is a critical goal for a new user, have they launched their first NPS survey within a reasonable timeframe after onboarding completion? The Product team looks at intended goals versus completed milestones and places customers into relevant segments based on how big or small that gap is. The team is always thinking about how to improve the product in a way that will help customers shorten time-to-value and reach these intended goals faster.
User Experience (UX)
Together with the Product Team, our UX team members utilize in-app campaigns, collect customer feedback, and examine the extensive data within the UserIQ platform to help inform their work. As an example, during the planning phase for one of our big releases earlier this year—which involved a full UI refresh of our application—the UX and Product teams created in-app surveys in UserIQ in order to seek customer feedback. Instead of guessing where to streamline user workflows and improve features with low adoption rates, the UX and Product teams went straight to the source—our customers. For many users, their response to the in-app survey was just the beginning. The team followed up with phone and in-person interviews to really dig deep into the users’ point of view and work on improvements to the UserIQ platform.
Sales and Marketing
Our Sales and Marketing teams interact with UserIQ customers long before they ever formally sign a contract. One consistent way that these teams increase their understanding of the prospects in our target market is by leveraging the data in the UserIQ platform. What does our ideal customer profile look like? What are their common use cases for UserIQ? Working backwards from how our best customers currently utilize and benefit from the UserIQ application, Sales and Marketing are able to hone our targeting and lead generation strategies.
Communicating with customers is also a critical piece of Sales and Marketing’s job. It’s important to look at UserIQ’s health dashboard as a first step in determining which customers are healthy, and who may be willing to upgrade their account with a new integration, add on new capabilities, such as our mobile offering, or even participate in a case study.
Plus, just because our customers already know us, doesn’t mean that they can’t benefit from learning about the new content that Marketing posts on our blog or on the Resources section of our website. Marketing regularly targets user segments with in-app campaigns to highlight webinars or blog posts that they may be interested in.
UserIQ’s leadership team also utilizes the platform in unique ways. Instead of just wondering what our customer health profile looks like or asking our CS team for customer info, our CEO and other executive team members can view our health dashboard to get a pulse on how things are going. Additionally, the executive team can glean insights from our NPS surveys to better understand customer sentiment, seek opportunities for expansion, and proactively develop strategies for reducing churn. Having a wealth of customer data at their fingertips goes a long way in helping our CEO and executive team communicate with our board and plan for the future of UserIQ.
As you can see, our entire company uses the UserIQ platform to rally around our customers and grow our business. Stay tuned for our next installment of Drinking Our Own Champagne, where we’ll detail how we conduct NPS surveys and harness voice of the customer feedback here at UserIQ.