Yesware is an easy-to-use sales productivity solution for Gmail or O364. The software helps sales professionals prospect, schedule meetings, and manage follow up. Sales acceleration software has become more ubiquitous and Yesware is a recognized leader in a crowded space.
With a growing user base, Yesware was looking to further improve its user experience across its product and found that decreasing the number of support tickets would be a leading indicator of success. But the team did not have a complete view of the customer to find the most impactful areas to focus product improvement. The company turned to Twilio Segment to activate consistent customer data in Amplitude, where the team was able to analyze and track all feature and user flow improvements. Yesware saw a 22% reduction in support tickets overall. And in some key areas, such as its Campaigns feature, a 40% reduction, driving increased user retention.
Turning to customer data to improve user flows and product features
With over one million lifetime users and growing, the product team at Yesware has achieved a great level of success. To continue its pursuit to be a best-in-breed sales solution, the company focuses on optimizing the user experience to build strong product loyalty. However, the product team noticed that customers were getting stuck in selected user flows and writing into their customer support team for help. Moreover, they noticed many support requests could be solved by simply implementing product improvements. Eliminating these repetitive support requests would unblock tons of customer success and support team resources and would further delight customers.
Yesware decided to turn to data to determine which areas of the product were most important for it to tackle in order to create a seamless and revered experience for all of Yesware’s users.
Centralizing customer data and visualizing product health
The product team at Yesware put their customers at the center of their product development strategy when tackling friction points in user experience. Before defining scope, the product team studied customer support tickets and even joined the support ticket queue to get a better sense of the pain their users were feeling. This experience helped to build empathy for their users and to forge a deeper understanding of the solutions that users would want rather than the quickest one to build.
Then the Yesware product and support teams analyzed data around ticket volume to prioritize several opportunities to both improve the user experience and drive down support volume.
To scale these efforts, Yesware partnered with Twilio Segment to collect user event data from the company’s website and send that data into 20+ downstream tools, including Amplitude for product analytics.
“Every time we build a feature or make an adjustment, we add tracking in Twilio Segment and Amplitude so we have a clear connection between usage and performance. It’s part of the process, just like you would do code reviews.” says Inessa Luyre, VP of Product Management.
With event tracking in place, the product team could dive deeper into the key opportunities to reduce support volume and understand what causes users to get stuck.
The product team then worked in quick, iterative sprints to deliver incremental improvements to user pain points. These adjustments were monitored and tracked through several product dashboards in Amplitude as well as support ticket tracking. When the product team made an adjustment or tested out a new user flow, they would quickly see the outcome in a centralized place that is visible throughout the entire organization. The results in Amplitude were closely monitored to determine when a solution was working well and bring light to the next area of product improvement.
Better customer experience drives reduction in support tickets
By building a better way to track user behavior with Twilio Segment and Amplitude, Yesware saw a 22% decrease in support tickets— up to 40% in areas where the product team more heavily focused their optimizations, such as the Campaigns feature. According to Lurye, this new process was successful because, “it wasn’t a one-time thing where we did a feature, waited five months for it to release, and then saw results. It was a set of incremental changes across products, with a targeted focus, a connection to data, and driven by rich customer insights.”
“Twilio Segment helps us collect the data that is living throughout the process, and integrate it in the way we do work and the way our company culture works,” said Lurye.
With a customer-first mindset and a process built on trusted customer data, Yesware is now able to delight users and strengthen loyalty across their customer base.
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