Prodsight helps Veeqo understand their customers at scale
Since 2013, Veeqo has taken complex logistics, streamlined the data, and turned it into something businesses can understand at a glance. Now, they’re shifting their focus to self-serve SMBs, who make up a growing percentage of the $340 billion e-commerce market.
While the shift is helping Veeqo grow, it’s also making it harder for Michelle Lau, Head of Product, and Gemma Johnson, Head of Customer Success to get the product feedback they need.
Veeqo’s growth meant they needed an effective way to listen to the needs of the silent majority
“We hear from larger or highly engaged customers again and again, but we don’t see a lot of what the silent majority is doing”, Michelle said.
To solve that problem, Veeqo expanded its support operations. Their manual tags quickly ballooned to 350, with roughly 325 of those being misspellings and cross-tagging that made it impossible to parse the data.
Meanwhile, the product team had cut out feedback from support altogether.
“We relied heavily on sales conversations and feedback from the success team, which biased the persona we were listening to,” Michelle recalled. “It’s easy to default to anecdotes from specific populations and kind of miss the ball on the rest.”
Gemma and Michelle continued to try other solutions, including Intercom’s tag reporting, which also relied on manual tagging.
“Everything sucked,” Gemma said, but things clicked when she introduced Prodsight to the Veeqo team.
Prodsight’s automatic tagging and analytics gave Veeqo a second chance to serve underrepresented users
Prodsight offers automated, AI-powered tagging for over 85 support and customer feedback channels. Along with topic tracking, auto analysis, and real-time updates, it’s as much a one-stop shop as Veeqo is for e-commerce. And it’s helping Veeqo not leave any customer data on the table.
After the initial trial, it became apparent that Prodsight was outperforming the other software Veeqo had considered.
“We connected one of our feedback channels and got insights 24 hours later,” Gemma recalls. “I didn’t tell you the key areas of our product, but the software identified them. Some products will tell you the most common word in your support conversations is “hi” or “hello,” which isn’t very insightful, but Prodsight read my mind.”
In one such case of mind-reading, Prodsight was able to save Gemma and her team 45 agent hours per month, which saves us approximately $700/month.
“We give customers the ability to set rules so orders are automatically shipped if they meet certain criteria,” Gemma said. “Thanks to Prodsight, we noticed customers found the set-up of this system confusing. We quickly created some video content to address that issue. As a result, we saw a drop in this type of queries by 75%!”
Veeqo uses Prodsight to speed up support and refine their product
Overnight, Veeqo was able to consolidate support ticket data with all of their other user research and feedback. Even better, there was no adjustment period for the support team.
“The support team has been able to get on with the thing they need to do, which is supporting customers. They haven’t had to think about tagging at all,” Gemma said.
Meanwhile, the product team gets a full picture of customer insights—one that includes the silent majority.
“If we didn’t have Prodsight, from a product perspective, we probably wouldn’t look at support conversations as an input into any decision making,” Michelle reiterated.
It’s also been invaluable as a reference, she added, helping defend her team’s design and usability investments.
“If I have to turn down a feature request to build something else, I need to justify that. I need to demonstrate that something else is a bigger opportunity because of X. That’s much easier when you have some kind of data to show.”
With Prodsight Veeqo has begun pinpointing areas for improvement and determining which features to prioritize for their self-serve SMB users. As they develop, launch, and drive adoption, the more ticket data they’ll have to keep improving and moving forward.