Daye uses Prodsight to understand their customers
Three years ago, UK and Bulgaria-based Daye started from an idea that period care was in desperate need of innovation. They began with sustainable, clinically validated CBD-infused tampons and followed that up with probiotics for vaginal health. Daye invests its profits back into R&D, meaning these are just the first steps in bridging the gender health gap, with plenty more products and services on the way.
The mission-driven company has always placed a strong emphasis on their customers, thinking of them as co-creators of the product. As Community and Customer Experience Manager Lucia Fontaina-Powell is quick to point out, keeping their finger on the pulse of the community is a must.
A strong customer focus means Daye has a lot of feedback to wade through
Lucia heads up a five-person team with a big job. Customer feedback is vital to product development, from every step of their (extensive) user research process to testing programs to post-launch tweaking. Daye’s other teams often come to her for data.
“We could tag conversations, but that relies on all our customer support associates tagging the conversations. It gets very messy and difficult to remember,” Lucia said. “Also, as a business doing something completely novel, we don’t often don’t know what we need to be measuring beforehand.”
This led Lucia to look for a tool that could not only help her organize the massive amounts of customer data but also help her glean insights from customer conversations after the fact.
Prodsight’s AI tagging gives Daye full coverage and detailed reporting
Prodsight provides fully customizable automated tagging and connects with over 85 support and feedback platforms. Along with flexible tag taxonomies and AI-powered reporting, Prodsight tracks every customer support conversation in detail.
Daye uses Prodsight to inform product decisions and help generate a monthly report that the rest of the team relies on. The report consists of several elements, including data pulled from Prodsight that gives insights into everything from technical issues to brand values to what customers are talking about in the female health space.
“Our customers are such an important part of our business,” Lucia said. “So we create this monthly report and circulate it to all team members because everyone’s going to get something really useful from it.”
Daye’s use of Prodsight isn’t limited to a report. They also use it to inform product decisions and find holes in their customer experience.
One example was a discrepancy between the product and customer reception. Daye and their customer base care about sustainability, so tampon wrappers were made from compostable wood pulp. But they had a shiny appearance like plastic.
“We often used to get people getting in touch and being like, ‘I thought this was a sustainable company? Why are these wrappers plastic?’ And we could see sentiment analysis for the wrappers was really low, which was bizarre because they’re actually really sustainable,” Lucia said.
It was an unforeseen gap in user education and one driving force behind a redesign. Daye moved to wood pulp wrappers that were water-soluble. Afterward, their sentiment analysis results were measurably improved and queries of this nature dropped.
Continuing to improve the experience of Daye’s customers
In the past 9 months, Prodsight has automatically tagged over 9,000 Intercom conversations, saving Daye 147 agent hours.
Moving forward, Lucia, her customer team, and Daye as a whole plan to further incorporate Prodsight into their user research and product development processes.
As these two companies grow, Lucia is excited about the additional value Prodsight provides. “I really appreciate that there are always new features. It’s like we’re on this journey together.”