SkuVaultがPendoプラットフォームを活用してユーザーを理解している方法

SkuVault’s inventory and warehouse management software helps e-commerce retailers solve one of their biggest challenges: tracking inventory across multiple warehouses. SkuVault allows sellers to sync their warehouses with 50+ integration channels and brick-and-mortar stores to help manage inventory at scale, eliminate oversells, and streamline pick-and-pack workflows.

SkuVaultのテクノロジーは、注文処理を担当する倉庫作業者向けに開発されました。SkuVaultのプロダクト担当バイスプレジデントであるDiana Nolting氏は、「当社はお客様が注文すべき数量を予測し、各販路に伝達し、かつソフトウェアの作業を効率化するための取り組みを支援しています」と説明します。

しかし、複雑に入り組んだシステムを利用する小売業界は、特に繁忙期には多忙を極めます。SkuVaultはユーザーのワークフローをよりよく理解し、デジタル体験を改善・加速させる必要があると考えていました。

行動分析を使用してユーザー行動のデータを得る

When Nolting first joined the SkuVault team in 2020, the company was still in the early stages of growing its product management function and treating it as a discipline distinct from engineering and development. This meant that the SkuVault team had a lot of data at their disposal, but lacked the behavioral analytics they needed to truly get closer to their users.

“We didn’t really understand our full customer base. That was really the foundation for our decision to purchase Pendo,” said Nolting. “We needed to get out there to talk to people . . . But we also needed a way to make sense of what they weren’t telling us.”

Pendoを導入する前は、SkuVaultチームはプロダクトデータについてGoogle Analyticsに大きく依存していましたが、ユーザーの行動やエンゲージメント（プロダクトへの関与）を可視化することはできていませんでした。「Google Analyticsのページビューでは、何が機能していて何が機能していないかが分かりませんでした。また、お客様から聞いていた声を裏付けるようなデータも取れませんでした」と、Nolting氏は言います。 

組織を前進させ、成長するプロダクトチームが正しい決定を下せるようにするためには、Nolting氏の言うところの「表に出ない8割」の人の声にSkuVaultが耳を傾けられるよう支援するツールが必要でした。

「ビジネスが拡大の一途をたどっていたため、行動分析ソフトウェアが早急に必要であることは分かっていて、莫大なエンジニアリング投資を必要としないツールが必要でした。かつ、さまざまなシステムをまとめてSalesforceと連携できるようなプラットフォームを探していました。すでに大量のデータがあったのに、それを連携する方法がなかったからです。さらに、お客様の数がどれほど多くなっても、データを簡単に見える化し、お客様の行動を真に理解できるようにする必要がありました。」 

Pendo delivered on all fronts—and proved to be easy to implement without significant engineering effort or technical resources.

During their evaluation for a product experience and digital adoption platform, Nolting and the SkuVault team also collaborated closely with Pendo’s value consulting team to help justify their investment and make a more confident decision. This engagement included a qualitative analysis of how Pendo aligned to SkuVault’s strategic initiatives, as well as financial models quantifying the value of Pendo—with business cases focused on reducing support cases (short term) and improving retention (longer term).

オンボーディングとサポートを改善するためのアプリ内ガイドの配信

From the start, Pendo’s retroactive analytics were a huge draw for Nolting and her team. “[I love] the fact that anytime I tag something, I get all the historical data back to the date that we set it,” she explained. “We can test and play and still have it all from the date we installed Pendo—which is huge. If we want to run an A/B test, we don’t have to wait two weeks and come back [to see the results].”

Standing up a behavioral analytics solution was SkuVault’s most immediate need. But after implementing Pendo Analytics, Nolting and her team quickly saw the opportunity in-app guides could unlock for their product experience. “We really thought [analytics] was the biggest thing we needed. But once we started using it and with where we are now a year and a half later, we’ve [learned that] the best way for us to gain access to talk to our clients is through in-app guides and surveys,” she said. 

Nolting氏はまた、SkuVaultのユーザーベースの性質を考えると、プロダクト内コミュニケーションにおいて対象を絞ったデータに基づくアプローチを取ることは特に有用だと言います。「弊社のお客様は、倉庫作業員や現場作業員、デスクレスワーカーなど、オフィスで働いていない人々が中心です。さらに、「時は金なり」です。的確なメッセージを適切な対象者に発信し、フィードバックを得る方法を見つける必要がありました。」

The SkuVault team started with just a few very pinpointed in-app guides, and have seen great results so far. Not only has this contextual approach allowed them to deepen their penetration across their logo base to gather Net Promoter Scores (NPS), it has also allowed the team to gather additional qualitative feedback associated with those scores they wouldn’t have received via email alone. 

SkuVault has also seen incredible results by leveraging Pendo In-app Guides to power their onboarding strategy—an approach that Nolting is working to expand to the rest of Linnworks’ (who acquired SkuVault in September 2022) product portfolio. 

“We started rolling out in-app guides to streamline onboarding, [which previously took a] fairly significant amount of time. By embedding ‘micro-training’ on every page where [users might encounter] a feature they don’t use very often—like something they might only use once every two months—and making it available right there, we were able to decrease knowledge-based support tickets by 45%, which was incredible for us.”

Linnworksによる買収以来、Nolting氏とSkuVaultは、これらの対策の有効性を証明し、組織全体にこの動きを拡大し始めています。「チーム全体が、この方法の効果を実感しています。ユーザー対応用の人員を常に置く必要がないということが、最大の効果です」と、Nolting氏は言います。 

By providing their users with the enablement and tips they need along the way, the SkuVault team has been able to continually increase their users’ confidence and make their product easier to use. “We really do credit the embedded guides with helping streamline onboarding,” Nolting added. “And we directly attribute the micro-learnings we’ve embedded with that decrease in knowledge-based tickets.” 

Nolting explained that this 45% decrease in knowledge-based tickets equated to the deflection of roughly two months-worth of support tickets—or more than 1,000 unique cases—across the entire SkuVault support team. Additionally, she noted that 25% of SkuVault’s clients are no longer asking the same routine knowledge-based questions they previously opened support tickets for. “We’re now able to answer those [questions] without users even having to start a support case, which has improved stickiness,” she said.

“I just love Pendo because it gives me a way to have more relationships with our clients than I ever could manage one-to-one. I can really interact and connect with them in a way that I couldn’t before . . . It’s really one of the most critical tools we have in our toolbox.”

ビジネス全体にPendoデータを提供する

当初はSkuVaultのプロダクトチーム向けのソリューションだったPendoは、その後組織全体に拡大しています。現在は営業、カスタマーサクセス（CS）、マーケティング、オンボーディング、実践支援などのチームが、Pendoに定期的にログインして、顧客や見込み客がプロダクト内をどのように移動しているかを把握し、そのインサイトをユーザー体験の向上に役立てています。 

「Pendoにログインすることが、ビジネス全体に広まっています。さまざまなレベルでPendoが導入されているのが、とても嬉しいです」と、Nolting氏は言います。SkuVault全体でPendoを活用している事例を紹介します。

• The product team uses Pendo to understand who’s using what in order to prioritize the product roadmap and future investments
• The marketing team uses Pendo as a contextual, in-the-moment communication channel to customers
• The onboarding team uses Pendo to track how their clients are doing with the “homework” they’ve been given, and how well they’re moving through their onboarding experience
• The CS team uses Pendo to see how adoption is trending so they can understand if clients are at risk of attrition—then take proactive steps to mitigate it
• The sales team uses Pendo to see how free trial clients are doing—including how they’re adopting the product or where they may need additional support to get the most value possible

With over 300 features in SkuVault’s inventory management software, Nolting also noted that the team previously had no way of knowing which features were really getting used, or which they should invest further in. But now, thanks to segmentation and rich behavioral insights, teams across SkuVault are able to make data-informed decisions and focus their resources on the right things. “[Pendo has] changed how we build investment cases, and how we prioritize work in different areas,” said Nolting. 

プロダクト主導になることで業務効率化を図る

Bringing all these teams together within Pendo and using product data as a single source of truth for decision-making has helped the SkuVault team gain some other valuable operational efficiencies.

For example, when the product team was considering sunsetting a particular feature, they seamlessly launched an in-app poll to see which of two versions users preferred, and started collecting data right away. This quick validation allowed the product team to move quickly, saved them from pursuing false starts that ultimately wouldn’t be viable, and helped them make an informed decision about where to focus their resources. “We were able to ship the entire project and save a significant amount of development time,” said Nolting.

Finally, Nolting noted that Pendo has enabled SkuVault—and by extension, Linnworks—to expand their reach and start building their product-led go-to-market approach. “Pendo has allowed us to give a voice to the market who we weren’t able to access before,” said Nolting. “Spinning up a product-led go-to-market motion is something that will be incredibly important to us as a company going forward—and it’s going to be served by Pendo. We’re [building] a foundation to be able to access different go-to motions and go-to markets, because now we understand what’s actually happening.”

Moving forward, SkuVault plans to use Pendo to measure impact to retention, and hopes to unify Pendo initiatives across the company. Nolting and her team are also eager to leverage Product Engagement Score (PES) to improve reporting and establish a shared, composite metric to evaluate their product’s performance over time. SkuVault’s relationship with Pendo is just one example of how their ongoing commitment to being customer obsessed is translating into real-world solutions for growing e-commerce businesses.