🤔 Challenge: How can a Customer Success team align user feedback with customer behavior insights to improve adoption?
💡 Solution: Create an in-app NPS survey and analyze user sessions in FullStory to identify points of friction and opportunities to improve the user experience.
🏆 Results: An increase from 10% to 65% response rates for in-app NPS Microsurveys, build up a BETA community of +200 users
Zappi is a leading consumer insights solution that helps other businesses make data-driven decisions and optimize their market research efforts. The platform uses automation and AI technology to streamline the research process and deliver actionable insights quickly within advertising, product innovation, digital ads, and consulting.
What brought Zappi to Chameleon?
Zappi can support complex use cases but requires constant support and guidance at different stages of the user journey. User feedback is crucial for Zappi's Customer Success team. Besides providing insight into customer satisfaction, the team relies on feedback to understand how they can best support customers and help them find value in the platform.
The Customer Success team was collecting feedback through a pop-up, in-app survey tool. However, they felt it was limited in providing clear response analytics and was also lacking the ability to integrate with their dedicated analytics tool, Mixpanel. As a result, the team wasn't able to analyze their response data and know what steps to take next.
The Zappi team was looking for a solution that would enable them to create in-app experiences without engineering help to better understand users’ pains. Without a dedicated adoption platform, the team was:
Lacking an effective way to collect user feedback
Unable to analyze and leverage insights from users to prioritize product updates
Struggling to engage users around product changes and help them discover value
Before Chameleon, we were struggling to consolidate all of our user feedback and signals. We had a pop-up survey that had been poorly implemented and wasn't really connected to any of our other systems.
In Chameleon, the Zappi team found complete support for their single-page application (SPA), the flexibility to create in-app patterns to gather feedback and guide users, as well as seamless integration with their stack.
We knew that there was also potential for more product-led or gamified in-app experiences, so it was nice to find in Chameleon a solution that could clearly grow with the ideas that were coming at me.
Here’s how Zappi significantly increased their NPS response rate and is improving the user experience through experimentation and analyzing engagement.
In-app Microsurveys boosted Zappi’s NPS response rates
The Zappi Customer Success team was running NPS surveys three times a year to evaluate the quality of their service. They used a dual-channel approach to target users both via email and inside the product. Before Chameleon, most responses came from email and it was hard to identify what caused a poor user experience.
We were emailing people and engaging them in the platform. We'd done that a couple of times with the old tool, but we would barely get responses on the platform; it was almost always coming from email.
Emma built an NPS Microsurvey with Chameleon and used a “Timed Delay” to show their NPS to users shortly after logging in. The team saw an increase in the response rate in-app, from 10% to 65%, turning this channel into a more valuable place to engage users. The ability to customize their in-app NPS to match their brand style has made them more appealing to users.
NPS Microsurveys also helped Zappi spot bugs and enhancements to improve the user journey. A low NPS score or continuous dismissal signals a negative user experience. The team uses “Follow-Up” Steps in their NPS Microsurvey to gain more insight from Detractors and Passives. Furthermore, the FullStory integration is helping the team understand what truly caused users' frustration. They can easily check the session recordings and identify what could have led to a negative score in their in-app NPS; and then, make improvements.
For example, if they got the survey right after rage-clicking on something, but we know them to be a quite satisfied customer, we could watch the recording of their session to find out what happened. From there, we could reach out and ask for more feedback.
👉 Learn how to combat rage-clicking with Chameleon and FullStory.
Emma found another quick win with a BETA program experiment. The team was developing a new product aimed at helping a subset of their user base in a particular vertical. They wanted to gather more feedback before release and engage the users who would benefit from this feature the most.
The Zappi platform has many user-specific pages, and “URL Rules” help the team segment their messages to ensure relevant communication. The team uses wildcards to match dynamic URLs and show their in-app Experiences to specific users.
For their BETA program, Emma checked who would be an ideal candidate by looking at the features customers were using. She created a two-button Microsurvey to invite users to opt-in for their new product and share their insights. Simple and effective, users could respond “Yes”, and a Follow-Up Step would ask for more feedback and communicate what happened next in the BETA program.
👇 Explore an interactive demo of creating an NPS Microsurvey with Chameleon.
Emma used Chameleon’s button “Actions” to update their “beta_opt_in” user property for all those who answered “Yes”. Using the Mixpanel integration, Emma can easily check users’ profiles to identify who registered their interest. Out of the seven targeted companies, one opted in for the BETA and validated this format as a successful engagement strategy for upcoming programs. Since then, the team has been running constant BETA opt-ins, and their BETA community has grown to over 200 people.
The BETA opt-in Microsurvey was a surprisingly effective experiment. It built a lot of confidence in the Sales team, to see that Product and Product Marketing were collaborating better to get these products to success. Before, we would push enablement through the CS and Sales teams, and we didn't know if they were going to be successful.
Tours and Tooltips were essential to effectively announce product updates
Beyond feedback collection, Zappi wanted to gauge interest in feature releases, better understand user challenges, and take some of the enablement load from the sales and support teams. As the Zappi platform continues to evolve, Chameleon became an important step in announcing product changes or communicating more ad-hoc updates.
Quarterly product updates
The Zappi team had built a few product tours in-house to educate users about product changes. However, they struggled to keep their in-apps updated and deliver relevant messages, as it took time and effort from the engineering team to create, deploy, and maintain these product experiences.
We built tours and in-app guidance in-house, and it shouldn't surprise anyone that it's not what we typically build… it wasn't that great. There wasn't any appetite in engineering to maintain these tours.
With Chameleon, the Zappi team can now easily communicate product updates to users, without needing engineering help. Emma also created a few “Templates” to enable the Support team to create quick in-app updates. Anyone can jump in and create a branded announcement to offer help and reduce incoming tickets.
The team used Tours to share quarterly feature announcements that summarize the app’s changes and updates in the past quarter. They would also link to help guides to drive discovery and enable users to understand how to leverage the different Zappi features.
👇 Explore an interactive demo of creating a new feature announcement Modal with Chameleon.
If the team has multiple announcements, they can add a Rate Limit to restrict the number of in-apps users get to see and ensure a pleasant experience. To keep their product updates relevant, the Zappi team uses “URL Rules” again to show their release notes on specific feature or product pages.
URL Rules are useful for us. For example, if we're shipping something to only one part of the app, it wouldn't make sense to announce that change to everyone. It would only make sense in the context of their actual journey through the application.
With their in-app ‘Quarterly Updates’, the team started using their Mixpanel integration to understand what features users click on after engaging with their in-app Tour. This helps the Zappi team understand how effective their in-app efforts are in driving feature engagement and adoption.
With the two-way integration, not only can I analyze engagement more granularly in Mixpanel, but I can also layer in other activity data that might be relevant.
Zappi is a fast-paced product and some changes require multiple iterations and updates. So, it’s important for the Zappi team to keep up with the product and explain the changes to users. In these cases, the team uses Tooltips to add more details or explain limitations until the feature is fully updated.
It's great to have Tooltips as a tool in our toolbox. We can call attention to things or orient users where our native application maybe isn't doing as much of the work as we would hope, but can serve as a bridge to the time where we can get there.
Account-based self-serve help menus
The Support team is working alongside the account team to support a specific customer with a staff transition. If the main person who uses the Zappi platform on the customer's team is leaving, so the Support team created a custom Resource Center to onboard the new users who will be taking over.
To avoid any initial friction and reduce possible support tickets, the team added onboarding guides and tips specific to the account's needs. This will help the person taking over understand how to use the Zappi platform quickly and not lose momentum and revenue during the transition period.
👇 Explore an interactive demo of creating a Resource Center with Chameleon.
What’s next for Zappi?
With a strong experimentation background, an interconnected tool stack feeding them insights, and many options to engage users in-app, the Zappi team continues to learn and improve the user experience. After launching more than 300 in-app Experiences, they continue to find ways to optimize for better engagement and user enablement.
I learn something new each time we add a Chameleon experience, whether it's that it seemed too long or that the tour didn’t provide enough value. There's been a lot of learning about how deep or intricate the user's actually willing to get on something like an in-app experience.
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