Veeqo achieved 330%+ ROI from conversation tagging automation
Veeqo is an all-in-one fulfillment and multichannel inventory management software that gives e-commerce sellers complete control of their entire inventory – tracking stock accurately no matter how many sales channels or warehouses they operate.
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.
“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 Lau, Head of Product
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.”
“Everything sucked,” Gemma said, but things clicked when she introduced Playvox’s Customer AI. to the Veeqo team.
Customer AI 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 Playvox Customer AI was outperforming the other software Veeqo had considered.
Playvox was able to save Gemma and her team 45 agent hours per month and save Veeqo 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 Playvox, 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%!”
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.
Just as important, Customer AI allows the product team to get a full picture of customer insights—one that includes the silent majority.
“If we didn’t have Playvox, from a product perspective, we probably wouldn’t look at support conversations as an input into any decision making,” Michelle Lau, Head of Product at Veeqo
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 Playvox, 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.
We connected one of our feedback channels and got insights 24 hours later. 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 Playvox read my mind.”
Gemma Johnson, Head of Customer Success at Veeqo
“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 Johnson, Head of Customer Success at Veeqo