Covetrus® is a global animal-health technology and services company dedicated to empoweringveterinary practice partners to drive better financial and clinical outcomes.
Covetrusは、お客様の行動を把握し、パンデミック関連の課題に対応するためにリリースされた新機能について積極的にユーザーを教育する手段を必要としていました。
同社はPendoのプラットフォームを利用して、お客様の行動に関するデータに基づくインサイトを取得し、プロダクトジャーニーのすべての段階でユーザーと関わり、プロダクトイノベーションを加速させました。
Covetrusは、ユーザーの行動とニーズに関する深いインサイトを取得し、サポート、オンボーディング、実践支援における内部効率を向上させました。
Are you one of the lucky people who adopted a pet in the height of the COVID-19 pandemic? If so, chances are that you and your furry friend have interacted with Covetrus™’ technology.
Covetrus is a global animal health technology and services company dedicated to empowering veterinary practice partners to drive improved health and financial outcomes. Their practice management software, supply chain products and services, and prescription management solutions help veterinarians and veterinary practices operate more efficiently—so they can keep more animals healthy and happy.
Like other essential businesses, Covetrus saw a massive spike in global demand for their solutions during the pandemic, and wanted a way to get closer to their users. The Covetrus team needed a product experience solution that would allow them to keep an ongoing pulse on customer behaviors and needs, to ensure they were focused on the right, value-adding initiatives. They also knew it was important to prioritize enablement to help users stay aware of—and feel confident using—new features released specifically in response to pandemic-induced needs.
CovetrusのプロダクトマネジメントディレクターであるBenny Estes氏は、「新型コロナウイルスは、当社のお客様のビジネスを実際に加速させました。ペットの飼育数が飛躍的に増加したため、動物病院にペットを連れてくる人が以前より増えたのです。そのため、世界中の獣医師向けのソフトウェアとテクノロジーを提供している当社は、お客様がより少ない人員で、より多くのことを技術的に可能にする方法を見出す必要がありました」と話します。
Fortunately, the Covetrus™ team was already using Pendo before the pandemic hit. Initially, Estes and the product leadership team chose Pendo for its ability to give their product managers (PMs) deep insights into user behaviors and product performance, without the need for additional engineering help.
「以前はGoogleアナリティクスを使用していました。基本的な人口統計を把握するには良いですが、非常に表面的な分析です」と、Estes氏は指摘します。「SaaSプロダクトの場合、Googleアナリティクスを使って適切なデータを取得することは実際には非常に難しいのです。もし本気で効果的な分析をしたいなら、ページ上の特定のクリックや機能にタグ付けすることを開発者に依頼しなければなりません。そうなると管理が非常に大変になります」
Estes氏と彼のチームがPendoを活用した最初の課題は、それまで十分に得られていなかった詳細なプロダクトデータを明らかにすることでした。
They needed a way to objectively see where their customers were clicking, what workflows they were using, and how they were moving through and within Covetrus’ various products. Pendo Analytics delivered on all fronts, giving Estes and his team immediate insight into all these areas and more. And best of all, it didn’t require extensive technical expertise or assistance from Covetrus’ engineering team to set up and manage.
この行動分析データとプロダクト分析データをもとに、チームは顧客やユーザーとのより効果的な関わり方を見つけようとしています。
“Email wasn’t working, and obviously we don’t have the bandwidth to call all of our customers to tell them about updates. So that’s where we started rolling out in-app guidance with Pendo In-app Guides,” Estes explained. “[These guides] allow us to coach our customers on how to use a feature, tell them when updates are coming, or make them aware of any issues that could affect their business.”
Covetrusのプロダクト主導による進化の第3段階は、すぐに訪れました。「『Pendoはすごい。お客様の行動がわかるしアナリティクスも見られる。お客様と関わることだってできる。だけどフィードバックはどうだろう。お客様が何を望んでいるかをどうやって知ることができるのだろう』と考えました」と、Estes氏は言います。
He explained that up to that point, feedback had been a “black hole” for Covetrus’ product team. They were receiving input from a myriad of sources (including support, training, and sales teams) through a number of different channels (like Slack, Teams, and email), which all ultimately landed in disparate product development backlogs. “It was very, very hard to manage. At the time, we had over 2,000 requests, and we weren’t sure how to prioritize them.”
With Pendo Feedback, Estes and his team have found a way to gather, manage, and act on all this incoming feedback at scale. And combined with Pendo Analytics, they now have a complete picture of the customer experience. “Our customers can submit requests through a portal that’s directly managed by the product team, and our customers can see what other customers are requesting and vote on it. You start to see customers commenting on requests and with each other, and talking about the solutions they need. This is gold for us as a product team,” Estes explained.
Covetrusは、社内でもPendo Feedbackを導入し、大きな成果が出ています。「今ではサポートやセールス、マーケティングの各チームは、プロダクトグループとして知りたい情報がある場合、フィードバックモジュールで検索すればよいと分かっています。そこに行けば、優先順位をつけたり、お客様が求めていることを確認したりできるからです」と、Estes氏は言います。
With these three product-led pillars in place, Estes has continued to look for more ways to leverage Pendo to drive growth and deliver greater value to Covetrus™’ users. “We’re always asking ourselves, ‘How can we be more product led in supporting our customers using all of the tools we’re providing them?’,” he said.
In addition to using in-app guides for customer onboarding and communication, Covetrus also uses the Resource Center to provide ongoing support for their customers at scale—while reducing burden on their internal support teams. “The Resource Center is a one-stop shop for customers to access our support team with live chat; they can access our knowledge base and read articles; and they can access self-help training guides, where they can learn about how to use features. So rather than getting an email, they can proactively go to this Resource Center area and see what updates are happening in the product [on their own time],” Estes said.
Covetrus’ user experience (UX) research team is also in the process of rolling out an automated Net Promoter Score (NPS) module using Pendo, which will allow them to continue to keep a pulse on how their users are feeling and gather even more valuable quantitative and qualitative sentiment data. Estes explained that this initiative is part of Covetrus’ overarching commitment to evolving and staying abreast of customer needs.
“At Covetrus, we focus on making sure our users and customers can achieve their desired outcomes while also making sure they have a pleasant customer experience,” Estes said. “The thing with desired outcomes is that they evolve with external factors (take COVID, for example). If you’re not evolving with what your customers are expecting of your software, then they’re going to become unhappy—and that’s ultimately what causes churn. It’s important to always keep the pulse of what your customers are asking for.”
プロダクトと顧客体験のための信頼できる1つの情報源を設けることで、Covetrusのチームはより効率的になり協調性が育まれました。また、Estes氏とCovetrusのプロダクトチームは、効果が表れるまでの時間を短縮し、より多くのデータに基づいた意思決定を行い、ビジネスとCovetrusの顧客に価値をもたらすための適切な取り組みに集中することができるようになりました。
Pendo has also given Covetrus™ an incredible asset for empowering internal teams and improving operational efficiency. “We’ve realized that it’s all about empowering other teams. The way we’re using Pendo ultimately helps everyone across the company provide a better customer experience,” he said.
When Estes and his team launched the Resource Center, they chose to include the Pendo Feedback module, which allows customers to submit enhancement requests at any time. This simple addition has redirected hours of valuable support time that customer success and support teams would otherwise spend talking to customers about enhancements and submitting requests into a backlog. With Pendo, this process has become a self-regulated closed loop, which has freed up staff to focus on more meaningful engagements with customers.
“Our user base now knows that whenever they have an enhancement request or an idea, they should just put it directly in a feature request,” said Estes. “Our support team no longer has to triage those tickets and throw them over the fence to the product team. Now, our live chat is strictly being used to support our customers. [It’s also eliminated] the telephone game, so we don’t lose those direct quotes and interactions from customers. As a product team, we can now just go directly to the source of the enhancement request, rather than having to go through our customer-facing teams.”
The Resource Center has had a similarly positive impact for Covetrus’ training motions. “We have empowered our training team (who is also our onboarding team) to onboard customers through in-app modules that can be accessed within the Resource Center,” said Estes. “This hasn’t resulted in taking training jobs away from our training team. Instead, it has empowered them to reach more of our customer base over time and to reach a larger set of customers and create self-help guides for them.”
Covetrus’ quality assurance (QA) team has also benefited from Pendo. When they were evaluating a potential mobile-first initiative, they used Pendo Analytics to assess their existing user workflows and identify opportunities for mobile optimization.
“We segmented our customer base by which mobile devices they were using, and what they were doing within our product on those devices. We saved significant QA and development time by prioritizing the pages our customers were using on mobile—and not focusing or spending time optimizing pages our customers weren’t actually using on their mobile phones,” Estes said.
Covetrus’ product-led approach has helped Covetrus™ be as proactive, adaptable, and resilient as possible during the COVID-19 pandemic, and it has laid a lasting foundation to help them continue to innovate efficiently and deliver on the needs of their customers, no matter what comes next. “[Using Pendo has] led us to make more conscious, intentional decisions.”
To hear more from Estes, dive deeper into product-led strategies, and learn more about how Covetrus uses Pendo to drive efficient growth, check out this webinar.
