業種

Marketing Tech

Users Measured

5,000人以上

Key Outcomes

顧客満足度の向上と機能の定着化

Invoca_Logo_NEW

Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca’s Call Intelligence platform, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. Marketers can put this data to work directly in the platform by automating the ideal customer experience before, during and after each call.

30を超えるテクノロジーパートナーを擁するエコシステムにより、マーケターは既存の技術スタックにコールインテリジェンスを導入し、真のオムニチャネルのカスタマージャーニーを実現できます。Invocaは、Accel Partners、Upfront Ventures、Rincon Venture Partners、Salesforceによって支援されています。


Invoca office

見える化の必要性

Although Invoca gathers detailed, actionable data for their customers, they lacked the same level of visibility into their own application. They had no idea what customers were actually doing in their platform. The team would make assumptions based on customer interviews, but they didn’t have any overall view. As a result, critical product and UX decisions were being made without any user data to back them up. Invoca knew that they needed to instrument their platform to begin capturing more detailed user data. The question was how. Do they build the capabilities themselves, and pull engineering resources off of core feature development, or look to an external package? After an introduction to Pendo, the Invoca team was initially impressed with the ease of installation and began to explore it further as a long-term solution.

“I like the fact that I can easily go in and tag features in the application for analysis without having to ask the development team to do anything”, said Amy Andriano, Product Experience Manager at Invoca, “Our team can go right into the interface, and grab the data we want to look at.”

Invoca was able to quickly instrument their application with Pendo, and begin capturing event data from 5,000+ users. The Customer Experience team uses Pendo to view product usage through feature heat maps, and chart how their users move through the application with Pendo’s Path analysis feature.

プロダクトデータによるユーザー満足度の向上

Product data has provided a number of surprising insights to the Invoca team. Like many SaaS companies, Invoca looks to continually improve their user experience and push out enhancements and updates to their users as soon as they are ready. One of those enhancements was a significant revamp of the user interface. Shortly after launch, the Path analysis in Pendo showed an unexpected behavior. Some users had found a way to bypass the new UI, and were going directly to some of the older pages.

旧ホームページのパス_注釈

Pendoを使用することで、Invocaのチームは、ユーザーが古いページに移動していることを発見できただけでなく、そのような行動を取っているのはどのユーザーかを特定できました。その結果、チームは該当するユーザーに直接連絡を取り、迅速にフィードバックを提供することができました。彼らは、ユーザーが実用的なサマリーデータにアクセスするためのより簡単な方法を探していることを発見しました。このデータは元のダッシュボードの一部に含まれていましたが、新しいインターフェイスでは[レポート]オプションの下に移動していました。そのため、ユーザーはデータにアクセスするために、複数回追加でクリックする必要がありました。Invocaはこの新しい情報を得たことにより、新しいUIでもこのデータに簡単にアクセスできるよう改善できました。

To encourage users to stop using the old page, Invoca deployed several guides reminding users to change their browser bookmarks (the primary source of traffic to the old page). Several weeks after deploying the guides, visits to the old page dried up completely:

旧ホームページガイド_アノテーション

フィーチャーの使用状況に関するデータも、とても参考になりました。Invocaチームは、インターフェースの上部にある新しい検索バーが、期待したほど使用されていないことに気づきました。このフィーチャーをユーザーに知ってもらうために、今まで使ったことのないユーザーに対して、その機能を強調するツールチップガイドを展開しました。このガイドを展開してすぐに利用者が急増し、現在も高い利用率を誇っています。現在では、新機能が導入されるたびに、ガイド通知を展開しています。

Invoca_Office

The Customer Experience team believes that the detailed product data, and the ability to engage with logged-in users will increase customer satisfaction and accelerate adoption of the new dashboard. They are in the process of rolling out Pendo’s new NPS polling feature to effectively capture and track user satisfaction directly in the application.

“We had an old page called ‘Classic Reports’”, says Andriano, “We used Pendo to reach out to all of the heavy users of that page to gather feedback prior to migrating them to the new interface. As a result, they were much happier with the move, and we saw increased adoption of the new tools. It’s incredibly helpful to actually know what customers are doing in the application versus what people think customers are doing.”