Let’s try something new
マーケティング担当者は、適切な人に適切なタイミングで適切なメッセージを届ける最善の方法を考えることに多くの時間を費やしています。担当者たちのアイデアは革新的なのですが、マーケターがよく押し込まれるチャネル（とくにメール）はそれほどワクワクしません。Pendoを使えば、このようなことはありません。
When Top Hat’s marketing team was tasked with running a renewal automation campaign to support their customer success organization, Matthew Walcher, Top Hat’s marketing web developer, knew there had to be a more effective method that didn’t involve the inbox. “We were going to do an email campaign,” said Walcher. “But [I just thought], ‘I feel like we can make this better with Pendo.’”
Instead of forcing users to leave the Top Hat app to respond to emails regarding their upcoming renewal, Walcher wanted to leverage Pendo to communicate with users while they were actually using the app. Walcher also mentioned that the renewal process for their account reps was previously very tedious and completely manual. “They literally had to email every single one of their customers,” he said, “and that’s what we were trying to solve. How do we make this more efficient, less tedious for the account reps, and automate it so that they don’t have to do so much admin work?”
管理を捨てて、自動化を始めよう
Walcher and his team deployed an in-app guide with two different pathways, corresponding to the two ways a user could respond to the guide’s renewal intent prompt.
ガイドは最初に「はい」または「いいえ」で答えるシンプルな質問で、非常に目立たない方法で表示されました。最初のプロンプトに対するユーザーの回答に応じて、ガイドは更新の意図について詳細を入力できる他のフィールドを表示するように拡張されます。各径路では、ユーザーの送信内容に適したカスタムの成功メッセージが表示されました。Walcher氏は、ガイドを無視したり閉じるユーザーに対しての解決策も必要でした。Pendoを使用して、ユーザーが回答を送信するまでガイドが再表示され続けるようにプログラムできました。「それは役立ちましたし、さらに多くの反応を得ることもできました」とWalcher氏は語りました。
Walcher noted that there were a few nuances to navigate as he was setting up these Pendo in-app guides, but that the payoff has been worth it. “We had to program a bit of a delay to make sure our Marketo script and form were loaded before displaying the Pendo guide,” said Walcher. “We also had to make sure that the form positioning was right. At the end of it, it was relatively simple.”
Leveraging a Pendo in-app guide not only made for a more seamless user experience, but it also took a huge load off other teams’ plates. With Walcher and his team managing the renewal campaign, the customer success and sales teams could focus on higher-value tasks instead of the administrative work that was previously required of them. “They were really excited. Anything that makes things easier and more efficient for them, they were like, ‘this is awesome!’”
The success of this campaign has also opened the door for Walcher’s team to partner with other departments within the organization, as more groups have become interested in exploring how they can use Pendo to automate similar processes.
