Buying Developers & Customers, Time
Overview
Zywave is an insurtech company that provides software solutions and technology platforms to insurance brokers, optimizing their operations and enhancing client services.
Zywave's acquisition of MiEdge adds value by integrating miEdge’s prospecting capabilities ( utilizing publicly available internet data to generate prospects and contact information) to Zywave’s automated marketing drip campaigns tools.
Following the miEdge merger and acquisition, users now had access to the lead prospecting tools, but could not efficiently use those new prospects and their demographic details in Zywave’s marketing drip campaign tool.
Role & Duration
Data Analyst - Product SME| Zywave
Lead the development and implementation of data services, working with stakeholders to define requirements and ensure alignment with the business objectives of a specific SaaS product. Prioritized features, encouraged strategic decisions, and oversaw the successful delivery and value generation of the data product service, adjunct to the product developers, for the end-user.
Team: 4 Junior Digital Analysts, 3 Project Managers, and 4 lean teams of Developers, Implementation specialists, IT Support, and Product Trainers.
12/2019 - 07/2021
Software Integrations
The Challenge
The end-user product friction resulted in an excess of IT support tickets and data services requests from customers with a data transformation bottleneck.
This led to a bandwidth bottleneck across teams and prevented the end-user from effectively targeting core revenue-generating leads in their drip campaigns.
Hindering users' ability to maximize ROI
Impeding retention rates
Negatively impacting our Net Promoter Score
The revenue from white glove premium consultary services was lost due to the software integration performance issue
Bandwidth Bottleneck
A 400+% increase in ticket requests for IT, data services, and product trainers, indicating a significant surge in demand for support and assistance in these areas.
+8% Loss
Increase in loss of end users from Zywave and miEdge due to a lack of data migratory infrastructure.
Product SME Fragmentation
Communication, roadmap goals, and baseline education of product subject matter experts (SMEs) across different organizational departments were decentralized.
The Solution
The solution, a macro-enabled Excel tool quickly transforms exported data from one software into a compatible format for another software with just two clicks
The Approach
In my role, I assessed the SME of project managers, data analysts, product trainers, and software developers supporting the second software tool. They secured support from stakeholders, highlighting the benefits of the Excel tool for users and sales outcomes. A roadmap was created, outlining tool development phases and documenting the process to support integration efforts.
Implementation
To implement, I developed a user-friendly Excel tool that streamlined data transfer, enabling efficient use end-user miEdge exports into the compatible format for Zywave’s marketing drip campaign automation. This resulted in enhanced sales opportunities and improved cross-selling capabilities for Zywave and its clients.
Impact & Outcome
The implementation of the user-friendly Excel tool brought significant benefits to Zywave and its clients. By reducing friction in the data transformation process, end users were able to seamlessly utilize the second software tool, leading to enhanced sales opportunities and improved cross-selling capabilities. The tool's user-friendly interface and optimized processes enabled users to swiftly harness the power of the marketing drip campaign automation tool.
The documentation of the tool was used by developers to use as a data mapping tool for software integration, and the temporary Excel tool was publicly published with product training videos on Zywave’s website for 6 months.
Empowerment = Buying Time
By empowering the customers, a realistic timeframe was established for the software developers to create a data integration patch in the software.
Resource Reallocation
The decrease in service requests allowed our team to allocate resources towards addressing additional and prioritized white glove requests, as well as providing extra support to the software developer team.
Increase in ROI
Through the temporary use of this tool for training and empowering end users, we experienced an increase in requests for paid consultancy services in drip campaigns, while significantly reducing training and IT support inquiries.