Getting straight to the source
CreatorIQの概要
プロダクト体験マネージャー
Colin Brophy氏
CreatorIQは、ブランドや代理店が大規模なインフルエンサーマーケティングキャンペーンを実施できるよう支援するソフトウェア企業です。CreatorIQは、インフルエンサーの発掘からキャンペーンの実施まで、インフルエンサーやソーシャルメディアマーケティングチーム向けに幅広いソリューションを提供しています。
課題
As the CreatorIQ team was preparing to launch a new feature, they realized that they didn’t have a simple way of gathering customer interest and user intent. They needed to get straight to the source to accurately gauge customer sentiment—in a scalable and repeatable way.
Pendoの使い方（Pendo'ing it）
CreatorIQ leveraged Pendo in-app guides and surveys to better understand their customers and segment their campaigns—leveraging the responses they received to improve the product and finesse the launch plan.
結果
The CreatorIQ team has had great success with this two-fold Pendo approach. They’ve blown past their feature intent and adoption goals, streamlined communication between customers and internal teams, and empowered their product team to engage directly with external stakeholders.
目次
「Pendoを活用する（Pendo’ing）」は、ユースケースに応じて、私たちにとっていろいろな意味を持ちます。アプリ内ユーザーアンケートを実施したり、クライアントベースにできるだけ直接アクセスすることができます。あるいは、もう少し技術的とデータ量の多いものの場合（プロダクトのリリースを成功させるための検証方法を考える場合など）には、関連するすべての使用状況データ、ファネル、パスをPendoが引き出してくれるため、どこで成功したのか、あるいは失敗したのかを確認できます。
CreatorIQ プロダクト体験マネージャー Colin Brophy氏
Bye bye, middleman
Growing your list of followers is like growing your business: you need to find processes and tools to make building your audience easy. With Pendo, you can unlock creative—and scalable—ways to stay in touch with the people who can move the needle the most.
In the early days, CreatorIQ leveraged traditional marketing channels like email to reach their core audience—and one-on-one meetings between customers and their success teams to gauge interest in new products and features. But as the company grew and prepared to launch a new paid media offering, the CreatorIQ team knew it was time to try something different. “We wanted to scale this initiative, and we knew that this product we were launching would impact a huge majority of our client base,” explained Colin Brophy, product experience manager at CreatorIQ.
Brophy and his team needed to find a way to measure customer intent at scale. They also needed a tool that could help centralize all of that intent data and automate the feedback collection process in a way that didn’t rely on customer success resources. “We knew that going independent would be the best way,” said Brophy. “And we knew it could be tackled within Pendo.”
Targeted customers make happy customers
The CreatorIQ team knew that if they wanted to hit their adoption goals for their new product, they needed to first measure their customers’ intent. Brophy turned to Pendo in-app guides to help. “We used Pendo’s in-app guide options to build a poll with multiple steps, asking people if they were interested [in the feature] and if they wanted to be a part of a beta,” said Brophy. “Then from there, we took that information and were able to make it as actionable as possible and get people onboarded to this new functionality as quickly as we could.”
Brophy and his team leveraged a series of Pendo in-app guides to engage with users at various stages of the product building and testing process. They first announced the new feature via a Pendo in-app guide. Following the announcement, the team launched a survey to gauge customers’ interest in learning more about the feature or being contacted to help with testing. “It gave us a list of clients who were ready to activate,” said Brophy. “I was able to see every single user who was ready to use a feature, which we never really had before Pendo. It was the most direct and clear way we’ve ever been able to see intent.”
CreatorIQ has used this same process to gather intent data for other product features. And running it all in Pendo has allowed Brophy and his team to get clear visibility into the data and improve how they segment their communications. “[This two-step survey process gave] us two lists: one, people that we could stay on top of and two, people that we could actually meet with and get using the product and adopting as quickly as possible,” Brophy explained. “And once our support team enabled those clients, we built Pendo guides that walked them directly through [the product] without needing to schedule in-person time.”
CreatorIQチームはこれまで素晴らしい成果を上げてきました。「（顧客の意図を）以前よりも3、4倍速く収集できるようになりました。」とBrophy氏は話します。彼のチームは、有料メディア機能のリリースから最初の2週間以内に定着率の目標を達成し、さらに3か月の余裕を残しました。また、CreatorIQが現在実施している別の機能キャンペーンは、Pendoのアプリ内アンケートとガイドのおかげで、すでにインテントとアクティベーションの目標の250％に達しています。
Brophy氏は、このようにPendoを活用することで、CreatorIQの社内チームと顧客との間のコミュニケーションも改善されたと指摘しました。「こうすることで、私たちのプロダクトチームは顧客に直接問い合わせたり協力することが非常に容易になりました。また、アカウント内で誰が関与しているか、または誰が連絡を取るべきかをCSMは正確に把握できるようになりました。」さらに、これまで顧客データの収集に必要だったやり取りを、Pendoを使って効率化したことも説明してくれました。「もっと時間がかかっていたはずのものでした。」と彼は話します。「Pendoを使用することで、アクティベーションと定着化のプロセスがおおむね合理化できました。これは、何週間、あるいは何ヶ月もかけてチームメンバーを通じて受け身的に情報が届くのを待つのではなく、（お客様に）情報を提供し、お客様から情報を得るための適切な方法でした。」
プロのヒント
- Don’t be afraid to ask questions or go straight to the customer to get the information you need
- Put yourself in your users’ shoes—what messages and product experiences would resonate most with you as a user of your app?
- Encourage everyone in your organization to embrace customer experience (CX) as their responsibility—to strengthen your product, you need to break the middleman thought process and engage directly with your users
