Context

After EverCommerce's successful IPO, I assumed the role of Director of Product & Design for the newly consolidated Insights group of products. This group, which generates $15 million in annual revenue, includes GuildQuality and Listen360.

My team and I set out to understand the strengths and weaknesses of each product, the nuances of the different customer bases, and begin developing a unified product strategy and roadmap.

Following months of comprehensive backlog and technical audits, stakeholder interviews, customer research, competitive analysis, and collaboration with marketing and finance on updated segmentation, we developed a clearer and more focused vision for the future.

Initiatives

In addition to reshaping our roadmap and vision for the future, this exercise led us to take immediate action in several key areas:

1. Customer research practice

One of our first realizations was that despite our effort, we had relatively little customer research to pull from. This begin a reboot of our customer research practice, which included new recurring surveys, new 1:1 meeting quotas coordinated by Customer Success, and the formation of our first Customer Advisory Panel.

2. Engineering team restructuring

While perhaps not the traditional domain of a product or design practice, our engineering team was temporarily without a manager, and the product was suffering from a lack of engineering bandwidth due to them being preoccupied supporting customizations for VIP customers.

We dissolved our dedicated “technical services” team that specialized in this work, folded them into the core team, and pivoted much of their time to building features that support the most common customizations.

3. Prioritizing data integrations

Churn had become an issue for GuildQuality, in part due to downstream effects from Covid. We knew that users with an integrated customer data source were half as likely to churn. And while we had integrations built that supported 72% of our customers, only 4% were integrated.

We partnered with Customer Success to develop a new onboarding plan that incentivized successful integrations, and expedited development of new highly-requested integrations in our roadmap.

4. Incorporating Google reviews

Customers were overwhelmingly telling us via surveys, behavioral data, and 1:1 conversations how important Google Reviews were to their businesses for generating leads. Many customers felt they had to make a choice between asking for survey feedback and asking for a Google review. Despite being a CX tool, many of our customers pay for us out of their marketing budgets. This became an obvious leak for us to patch.

For both brands, we integrated a request for Google reviews in a way that has minimal (<5%) impact on survey response rate. And because it was a highly-demanded feature, we packaged this feature as an add-on.

We also expanded a partnership we have with a reputation management platform for monitoring and responding to reviews, and advanced the selling and integration of that system into ours.

Results so far

• In only 2 months our integrated users at GuildQuality have grown by 75%. We’re currently at 7% and growing, and our new integrations are still forthcoming.
• Half of members marketed to for our Google review request add-on have purchased.
• GuildQuality churn fell by 57% in the first quarter after the new Google review product went live, and our updated integration process rolled out.
• We’ve added over 400 new locations to our reputation management add-on, a nearly 2x increase.
• Listen360 experienced 130% YoY bookings growth in 2022.

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