From gut feel to data-driven
Although some product managers might think they know what customers need from their product, relying on gut instinct can only get you so far. With Pendo, product usage data reveals exactly how users are navigating your product so you can work to make that experience even better.
In the past, product decisions at Global Payments were often based on gut feel or conversations with a few customers. Now, Pendo helps make data easily available for teams across the organization. “With Pendo, I’m able to answer a lot of questions about our users, and even segment by customer type or user role to see how product usage differs for each group,” said Chad Parker, manager of product ownership at Global Payments.
Dieser Datenzugriff erwies sich zu Beginn der Pandemie als besonders wertvoll, als Global Payments eine neue Funktion entwickelte, nachdem es erfahren hatte, dass seinen Kunden (Geschäftsinhabern) eine einfache Möglichkeit fehlte, Zahlungen einzuziehen, wenn sie nicht mehr persönlich vor Ort tätig waren. Mit dieser neuen Funktion, der Zahlungsaufforderung, können Händler eine Aufforderung an Kunden per Textnachricht oder E-Mail senden, damit diese bezahlen können, ohne mit jemandem zu interagieren oder ein anderes Gerät zu berühren.
A few months after launch, the product team turned to Pendo to see how the Payment Request feature was being used.
Der (Benutzer-)Pfad zum Erfolg
Parker utilized Paths to look at what users were doing before and after accessing the Payment Request functionality. The data showed that after sending a payment request, 50% of users were immediately searching for their transaction (often multiple times) to see if it went through. The rest of the users either didn’t take another action, or proceeded to send another payment request.
Dieser relativ einfache Datenpunkt verschaffte dem Produktteam einen wichtigen Einblick. Es konnte zwar eine Zahlungsaufforderung senden, hatten aber keine Möglichkeit, Kunden zu benachrichtigen, wenn ihre Zahlung abgeschlossen war. „Wir konnten feststellen, dass wir dringend eine Möglichkeit benötigten, diesen Arbeitsablauf zu vereinfachen“, stellte Parker fest.
Being able to see how users interacted with their new feature allowed Global Payments to continue iterating and improving the customer experience—and do so quickly. Now, the product team is building the ability to receive a notification or show recent transactions right after making a payment request, so customers will be able to easily see whether their requests have been paid.
Product data is also particularly valuable as Global Payments works to consolidate two products after undergoing a merger in 2020. Since a lot of discussions center around whether they should move a feature over from product A to product B, they can go into Pendo and see what’s being used (and what’s not being used) to determine what should exist in the combined platform.
In one case, the support team came to product with a request to include a certain feature in the new portal, but when they looked at the data, only 200 customers out of 25,000 were actually using the feature. Parker explained, “Pendo definitely arms us with the information we need to have more productive conversations with support.”
