There’s nothing like doing it yourself
The eVestment team has been using Pendo since 2018, primarily for in-app customer communication. However, it was owned solely by the product team—often resulting in overly wordy, technical content that didn’t always clearly communicate. A few years in, Lucy Long (Manager, Education and Experiences at eVestment) and her team made the push to have all in-app content run through the education team. “While we’re a small team, we manage Pendo for all in-app communications from across our business,” said Long. “Pendo helps us do a lot more and reach more clients in a very scalable and efficient way, without adding extra overhead.”
Around this same time, Long also took on upgrading eVestment from Pendo’s legacy Guide Center to the new and improved Resource Center in 2022. “Given our user base, this small tweak was a big deal for them. Our users—who sometimes have complex in-app workflows—don’t really like change. So to completely overhaul the in-app learning experience was out of the question. The Resource Center felt familiar and added even more value to their experience. We haven’t looked back.”
Now, Long and her team use the Resource Center to deliver on-demand, contextual guidance and enablement to clients, directly inside the eVestment app. “Ultimately, we want our clients to stay in our platform. And if they can find the help they need within the app, that just drives engagement,” she said.
Even without in-depth technical skills, Long was able to stand up the Resource Center and other in-app guides quickly and results were immediate—a process that used to require submitting a Jira ticket, then waiting two or more weeks until a dev team had capacity for her requests. With the help of the Pendo tagging aid, Long can now do it all herself—reducing her team’s reliance on engineering resources and cutting down the amount of time it takes to launch in-app guides from four weeks to less than one week.
行ったり来たりのやり取りにさようなら
In addition to making it easier for clients to access frequently requested documentation and help content, Long found a unique way to use the Resource Center to streamline eVestment’s overview training request process. “Historically, when someone requested training, they would send a ticket via email to our support team. Our services team would then send the client a Word document to fill out, which would then get sent back to support, and then support would schedule a call [with the client]. There was a lot of back and forth,” Long explained.
この課題を解決するために、Long氏はリソースセンター内にカスタムモジュールを作成し、クライアントが［トレーニングをリクエスト（Request a Training）］をクリックすると表示されるアプリ内ガイドを追加しました。［送信（Submit）］ボタンを押すと、そのデータはeVestmentのSalesforceインスタンスに直接送信され、eVestmentはすべてのサポート案件を記録します。現在、サポートチームは、Salesforceからの各受信リクエストをより効率的に選別し、ルーティングできるようになりました。クライアントがアプリ内ガイドを通じて送信した内容に応じて、サポートチームは、ライブデモまで待たせるのではなく、アプリ内で概要トレーニングを視聴するオプションをクライアントに提供することで、多くの基本的または日常的なリクエストを回避することができます。
“We worked with our BI team to streamline the process,” Long explained. “This is a huge time saver and efficiency driver for our service team, because it allows them to focus on questions and requests that are more complex and less routine. Importantly, it also allows us to learn more about how our users are using the platform and what questions they’re trying to answer.”
Since implementing this workflow in February 2023, eVestment’s training and support teams have seen a two thirds reduction in the number of incoming platform overview requests. Additionally, Long noted that the usage data she’s able to capture from clients’ engagement with the Resource Center is critical for ongoing platform optimization. It allows her to understand exactly which resources clients are accessing so she can help the product team ideate new features and identify areas of the platform that might be prime for a change.
No risk, all re(ward)tention
Long now reports this kind of Pendo data (and its influence on business outcomes) up through multiple leadership levels. Notably, she said that Pendo is supporting a core business objective: client retention. For example, she reports on quantitative and qualitative NPS data—paired with usage trending, paths, and funnels—on both the user and account level, to help Client Success leaders proactively identify which clients may need more attention or support, before they ever become at risk of churn.
Long氏は、このデータをチームの「ラーニングラボ」（米国の主要都市で開催される1時間の対面式トレーニングセッション）の戦略を策定するためにも活用しています。「各都市のクライアントベースを確認し、Pendoでセグメントを作成して、彼らがプラットフォームで実際に何をしているのかを把握します」と彼女は説明しました。「クライアントサクセスマネージャーの意見を取り入れ、クライアントが価値を実感できるように、各セッションを調整し、焦点を絞ることができます。」
将来を見据えて、Long氏は実験を続け、組織全体の他のチームにもPendoデータとアプリ内ガイドの力に関心を持ってもらいたいと考えています。「クライアント体験組織の他のメンバーと共に、Pendoの定着化をさらに推進したいと考えています。まだ自分ができることのほんの表面にしか触れていないような気がします。」
