Workflows for an Impeccable Customer Journey

So let’s get started. Hello, everyone. I’m Siddhartha from VWO. At VWO, we do a lot of knowledge-sharing sessions every month to help marketers, product managers, UI/UX folks, and growth and experimentation specialists, do their jobs a little better by learning from other people in the industry, experts who have excelled in their fields and, have figured out on how to grow businesses. Today, this is a joint session between VWO and Pipefy.

We have João joining us, from Brazil. And, a quick introduction about myself before Joao takes over for his introduction. I’m an Associate Director at VWO. I lead marketing for the US region. I’ve been with VWO for about 4 years. And I’ve been in the internet marketing space for about 10 years. And the entire 10 years, I have done conversion rate optimization. It is one of my favorite fields. And, incidentally, after 6 years of doing conversion optimization for a few brands. I got the opportunity to work with a conversion rate optimization tool, and I absolutely love it.

I’m trying to help, more and more people to start, improving their businesses and websites in a scientific manner through AB testing and experimentation. Joao a little bit about you, please?

João Corona:

Yeah. Thank you, Siddhartha. Hi, everyone. First of all, I would like to thank you, Siddhartha, for the invitation and the opportunity to be here joining such a fruitful conversation today.

So I see that’s a mention. My name is João Corona. I have been working as a Customer Success Manager here in Pipefy for the last 2 years with enterprise companies from all around the globe. I’m located here in Brazil. From here, I’ve been helping companies drive success with Pipefy in their daily operations, improving internal and external customer experience.

I’m very excited to be here and spend the next 1 hour with you guys.

S:

Thank you so much, João. So, by the way, I’ve never been able to figure out the right exact pronunciation for João. Yes. Thank you so much. So let’s get started.

Let’s go right into it. Let’s first look at what is it that we’re going to be talking about today. So we’ll first, spend some time understanding the customer life cycle. This is a segment that I will take. We try to understand what the buyer’s journey and the customer’s life cycle look like.

We’ll compare how it is now versus how it is today. Then we look at the process, that goes behind delivering great experiences. We’ll spend some time understanding A/B testing and personalization. From there on, João will take this forward, and he’ll talk about the value of automation. How processes can support the customer life cycle and the various steps involved in building automation, and he’ll also share some examples from what he’s observed with Pipefy.

He’ll also talk about some common pitfalls when it comes to automation and some areas where workflows can break down. And what are the solutions and remedies for those common pitfalls? Then we’ll talk about some of the things that we should do to keep our learning process and execution ongoing with respect to the topics that we’re talking about today. And then we’ll open up the floor for some questions towards the end. The expectation is to spend about 15 minutes answering some questions.

So please definitely ask, whatever doubts, thoughts, comments, or suggestions you have. Let’s dive right in. So first, we’ll look at what the customer journey is but before we dive into it, it’ll be good to know the distribution and kind of audience that we have with us today. There’s a poll on your screen. We’d be asking you guys to answer, what your role is, are you a marketer? Are you a product manager? Are you in growth or anything besides these 3 functions in an organization? We’ve got a few responses already. Quite a few responses. I think this is good enough to close the poll.

So we have a majority of marketers coming in. Marketers can validate what they already know and take their information and knowledge a little bit further. For product managers and growth folks, this is also going to be a very beneficial session, knowledge about some other aspects and more detailed information about how some other functions work will always be very helpful. Now, there’s another poll that we want to run right away. Lindsay, can you help present that also?

So for folks who are on the call, when does the customer journey begin for your band? Please select 1 of the following 4 options. Is it when someone signs a contract? If that’s the case, then, please select the first option which is the customer. If the customer journey for your brand starts when sales processes, during the sales process, when you know someone, or we’ve called it an opportunity here, or when someone first visits your website, and we’ve called it traffic because that’s what it really is.

And, if in your case the customer journey begins before they visit the website, that is they’re not even traffic. We’ve almost got the number of responses that we would like, to conclude this. Anyone who’s on another tab can be requested to come and quickly answer this poll. Alright. We’ve got enough responses.

We can pause the call now. It’s great to see that the majority of the folks, believe that the customer journey truly begins even before they become traffic, which is very important, a very important point because the customer journey actually starts when you first interact with a brand. This could be in the form of a billboard advertisement, a newspaper ad something that you’re doing on media, or even a Google search results because traffic begins after they visit the website. But even before they visit the website and see your search results ad is also when the customer journey truly begins. Thank you so much, everybody.

It’s great to know that most people, truly start giving importance to the customer journey right from the start. Can you move to the next slide, please? So traditionally, we have learned about the marketing funnel which goes through 4 stages. This is the Aida model. There are many other models out there, but, they have all, in some way, come out and derived from the Aida model.

So the first step is awareness which is when people know about a brand, which then moves to having interest in it. More information and knowledge about that brand comes from interest. There is a desire that is generated that they would like to purchase at this point and then the action stage, which is actually, taking an action to buy the product. Sign in, contract, and become a customer. This has been the funnel traditionally.

Can you move to the next slide, please? But today, because of the internet, I know the internet has existed for a while now, but we are only harnessing its true power and potential as businesses or customers now. Word-of-mouth has truly started happening in today’s times. So now we are actually in a stage where we shouldn’t look at funnels, but we should look at, growth loops, which can start since it’s a cycle. The first step we’ll look at is awareness. Knowing about a brand is the first step that will drive to purchase And if there is satisfaction, then through word-of-mouth, more people will either be schooled or be advocated about the brand or themselves, and the customer would like to buy more of it.

So subscription models exist more popularly today than ever before. That means that the revenue coming in from the same customer can either increase because either they are paying more or they’re asking people from their network to pay your brand. So, we should look at not funnels as funnels anymore, but more like cyclical activities that help you kick start and grow your business flywheel. Can we move to the next slide? The one thing that makes sure that a growth loop gets activated is great experiences.

If at any point in the entire funnel or the growth loop process, there is any instance where a customer or even a prospect does not have a good experience, there is a very high chance they will be willing to either not make the purchase or go away unless there is too much dependency. But that is being locked in and that can happen only if they’ve had great experiences in the past. Consumers are unforgiving in many ways today, and they should truly deserve the best quality possible. And as businesses and brands, it is also our responsibility and accountability to deliver that experience.

Can you move to the next slide, please? At this point, how do you decide how do you know whether you’re actually giving your customer’s good experience or not? There are 3 ways to validate this. Either you get quantitative data from various tools that you may have. Most commonly using Google Analytics.

You look at exit rates from a page bounce rate. What is the conversion rate of that with which your business is operating? This conversion could be based on one page or a group of pages in which it changes its shape and form as a fun analysis. And what is the CTR that you’re observing? If you look at any of these numbers in isolation, you will not know whether it’s good or bad.

It’s very important to have a benchmark to compare against, and that benchmark can be either your own data for a different segment or all benchmarks from the industry, either your own industry or something that is very similar, very close to you. The other type of data that you can get is qualitative. You can do depth interviews and, user testing, one on one, to know how people are interacting and engaging with your brand. You can also do focus group discussions, which is also a very good tool to get valuable information from a group of people at the same time where things can get, unbilled like the layers of an onion, or you can do that at scale, that happens today using unpaid surveys, heat maps, or session recordings. VWO helps you get data on heat maps and session recordings and also runs on-page surveys.

So you can get data at scale. The other way to know whether you’re delivering a great experience or not is by doing a heuristic analysis. This is where you act like you are yourself, the user, and try to interact with the brand through the entire user journey. By behaving like the user, you make observations about how are you feeling and how are you experiencing this brand. Are there glitches or bugs that can be fixed immediately to help overall improve the quality of your digital or physical product experience? Digital today is ubiquitous. You cannot be without it. So almost every brand will have to have, a digital touch point sometime in their entire journey. Digital touch can also be in the form of PR. Why not?

Because that’s also a very important marketing channel. Right? And it can be presented to your consumers in a very, distributed yet impactful manner. Can you move to the next slide, please? So to make sure that you’re delivering good experiences, you would want to make incremental improvements.

And the typical process that we have observed, our customers have been using and something that even I have done myself is through the qualitative, quantitative, and heuristic analysis data. We make observations. Now those observations, when discussed and debated upon, can lead to the hypothesis, which is if I make a certain change on a certain element or a webpage or even something really large, an impact will be observed. So hypothesis is a scientific term for x will lead to y, which is something that you test. Once you have these hypotheses in place, you would want to make changes to your website or digital properties to make them better. Can you move to the next slide, please?

Now whatever changes you make, how do you know whether that change is going to lead to a positive impact or negative impact? You don’t know what’s going to work well for you. And this is where A/B testing comes into play. Can you do the next slide, please?

A/B testing, for folks who may not have an idea, I’ll quickly touch upon this topic. A/B testing is when you compare 2 or more versions with, real visitors, real data, and real people at scale to help answer which version of 2 or more is better. The delivery of these 2 or more versions is such that all external variables remain the same, which is why if there’s a small element also that you’re changing, you know that the impact is because of that element. Now these 2 or more versions are almost always deployed together so that all the universal variables remain the same. When they are running, you compare the performance of these versions.

When you compare the performance, if you look at simple conversion rate metrics, that is also okay, but more importantly, we should look at probability-based metrics because there is a lot of chance involved in an event occurring. So if a probability stick value is known to the performance of a particular element or a website, then that’s definitely more valuable. And you’re reducing your risk also. Now A/B test can be of 3 types, simple, ABN multiple versions being run. Which can take a different shape if it’s in the form of a split URL.

That is one page that may be changed drastically and can be delivered using a different URL so you know that. This is typically used when there is a drastic difference between 2 versions. And if there are multiple versions and you want to go really deep into understanding the impact of each variable involved in what comes together to create or to become a web page, then you can look at a multivariate test where there are multiple versions of multiple variables. And your A/B testing tool will deliver the combinations of all of these. So if you have 2 variables and one variable, you have 3 possible options. For the other, you have 2 possible options.

The total number of tests created will be 2 multiplied by 3. That is 6. So your A/B testing tool will help you deliver 66 versions. Can we move to the next slide, please? I think we have a poll here.

Yeah. So I would like to know at this point folks here what is your current status? Do you A/B test before you make any shipment or deployment on your digital properties? Do you always do that? Do you do that sometimes? Do you rarely do it, or do you never do it? I’m happy to see that some people who’ve said never because this is a great opportunity for folks to understand the importance of A/B testing because that is a foundation for great digital experiences today, which takes a different shape and form which is exactly what we’ll talk about right now. A few more votes, and we’ll have a good, distribution, I hope. We spent enough time collecting responses. We can stop the poll at this point.

So, no one said who said rarely. It’s always either never or sometimes. Now, this is a good representation of what the population really thinks. It is very difficult to always 100% of the time run an A/B test, and then determine the winner of the result. Because you were people.

Right? Sometimes we make gut-based decisions, but we should minimize that as much as possible. To make sure that we’re always growing. Never doing A/B testing is putting your business at risk unless you are a very new, young business, and you don’t have enough data to A/B test. In that case, it’s completely understandable.

Can we move to the next slide? Yeah. Now, whenever you’re running an A/B test, It is almost never that an A/B test will be run for the entire population that is, whoever is coming on your website. You will apply some form of segmentation. I’m not going to talk about the most basic form of segmentation, which is page URL because that you know, or so I would assume at this point in case you don’t test will be run typically on a certain part of your entire business process, which could be a website or could be your business pipeline.

Besides that, you can segment your audience based on demographic age, gender, geography, designation, psychographics, what they like and dislike, activities, interests, or opinions. This is very applicable for B2B businesses, especially designation revenue, how large is the organization’s employee count, daily active users, monthly active users, etcetera. If this data is available and through integrations with tools like Clearbit, you can get this data, and if your integrations are very solid, then, data can be passed from the deeper part of the funnel or the pipeline back onto the website also. That entire data visibility can be consistent with the entire business journey, the customer journey, which is what João will talk about as we go further, or the persona – what kind of a person is this, especially with respect to buying decisions? Like, from the buying committee, how much do they use your tool, and what is their access level like?

Are they admins, publishers, or designers within a certain tool? And what their qualification is, like, are they PQLs, MQLs, SQLs, if you use that normal feature in your business? Now, can we move to the next slide? And, I truly believe in this. When you segment drastically and keep applying so many segments such that the number of segments has become infinite, then you will arrive at one individual person.

This is what personalization in my opinion means. But is it possible to apply in finance segmentation? No. That is not. You will have to prioritize some segments which lead to maximum impact.

And that is the basis on which the biggest brands such as Netflix and Amazon, which are respected and loved the world over, work really well. And we have such high stickiness. That is we use those products again and again very often because they deliver personalized experiences and content that is meant for me that I will like as an individual. Right? Can you have the next slide?

Now, based on a McKinsey report, we know that 91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations. 83% of consumers are willing to share data to enable a person if people are willing to give their information, fill out forms, and give you as much information even unknowingly in the form of likes on Facebook. Right? Can you move to the next slide? And 75% of consumers have tried a new shopping behavior during the pandemic.

71% now in today’s day and age, expect some form of personalization. And, I am sure that all of us will agree with this that we as individuals and consumers and our business consumers also do get frustrated when personalization is not happening. For example, when you have a customer query, a query that you want to reach out to a brand for and they ask you your support ticket or validate who you are by asking multiple questions, going back to some other past data that you had about concerning interacting with the business. That’s a frustrating experience. Right? And that should be resolved, which is where the unified view of the entire journey becomes important. Can you move to the next slide? Now how this is enabled? How this is enabled and delivered we can skip this also.

This is too much to go through. Given that we have a little less time, so let’s quickly understand what is your personalization level at this point. We have a poll on the screen. Do you offer complete personalization, or do you offer it partly, or do you not offer personalization at all, but are interested in giving personalized experiences, or you do not offer any personalization, and you don’t even see any need for it? I would love to see how many people take the 4th option.

Awesome. We have a good number of responses. I think we can close the poll. Yeah. Thank you so much.

Yes. You are indeed offering personalization partly for this is true for just about every business. Whatever stage you are in, you are probably even sending emails to your audience with their names mentioned, and that is the first step or starting point of personalization. So almost every brand today is doing personalization at least partly. Can we proceed further?

Yeah. So what are the similarities and differences between A/B testing with 2 or more variations? When that number of variations becomes infinite, it becomes personalization. A/B testing is applicable or used mainly by, intermediate folks. But, personalization is for people who’ve gone a little further and are at an advanced level.

A/B testing requires mild infrastructure sorry. The slide was not updated. I made that change, but personalization requires a large amount of infrastructure. So if you need a large amount of infrastructure, you will have to prioritize what infrastructure you need to build, and that prioritization can be done by A/B testing. What are those variables against which you would like to personalize these experiences?

Can you move to the next slide? The process of, personalization is fairly straightforward, but implementation is a little complex. When a visitor visits your website and, information about them is known, you identify them first, and then you segment them into some bucket, which can be multiple segments operating together to identify that one person. And then you simply, show personalized experiences. Now the second part is identifying segments. This is where the complexity really lies.

How do you identify that person? You need one single source of data that tells you who this individual is, and unfortunately, because businesses operate with a large tech stack, they have multiple tools and data becomes fragmented. Each tool has its own knowledge and methodologies, which are also tangible. So the robust mapping doesn’t really exist, which is why it becomes important to have one central point where all of this data comes together and then is sent back to deliver the personalized experiences. This is where customer data platforms become very important, and, I’ll be happy to, let you know that VWO now offers a customer data platform also.

It’s a very, very new product that we launched about 2 weeks back, we realize that our audience and the market need it. So we built this, in case you are interested, I’ll be more than happy to give you more information about it, but that’s beyond the scope of today’s conversation. Let’s move forward. Now I think I’ve mentioned everything about VWO in that VWO helps you with A/B testing and necessary information around that as a customer data platform also helps with personalization. We have a poll.

Let’s run that quickly. I think we’ve got a good understanding that most people believe that it’s pre-traffic, so this poll becomes, invalid at this point. We can just close it. Awesome. 100% responses to the pre-traffic.

Really happy to have consistent responses That means if we were doing this as a survey, none of us here would be outliers because your responses are the same. Cool. And can we move to the next slide, please? Now what are some of the pitfalls that come in the way of the living person’s personalized experiences? If you don’t do enough research you make decisions based only on your instinct, which is also not a bad way, but is not robust and complete methodology.

If you make errors in your experiments or if you make changes without even testing, these are some most common pitfalls. One very important thing that is coming in today is to have one unified look at a visitor from the website into the entire funnel or the growth loop. And to talk more about this, I would like to invite, Joao now to take the conversation forward.

JC:

Thank you, Siddhartha. Thank you for such insightful content that you have shared so far. It’s very nice to connect with the guys that are thinking about the top of the funnel. And as a customer success manager, I am handling the customers during the entire customer journey. So it’s always nice to connect both of these parts of the journey as we have been discussing when the customer journey begins and good practice about how to bring a prospect or a lead to become a customer.

So it’s not an easy job, and we have heard Siddhartha sharing that we have a lot of things to do. We have a lot of techniques that we can improve this conversion, and it’s not an easy task. So thinking of a complete customer journey, we need to keep the same level of personalization and care throughout the entire journey and also think about how to do that in the most automated way without losing the personalization and experience we have created so far in the process.

So how can we do that? So we are almost done with the polls, but we would like to know about you guys. So how mature is your organization on its process automation journey? Non-existent, everything is manual, and a lot of duplicated effort, or is disconnected?

We automate at various stages, but none of them are connected to one another. So it’s very common inside the organizations. Intermediate. So we are getting there, but it’s still some gaps also very common and world-class. So our workflows are pristine.

So I think we have, like, almost a good amount of votes. Yeah. Just, yeah, I think we can close the pole. So, basically, what we have here is, like, most of the scenarios that we have is that we are disconnected. So we automate at various stages, but none of them are connected and that’s a very challenging situation nowadays because of a lot of platforms and technologies that we use in our organization, and in our processes.

And, also, we have a lot of intermediates, and voters here saying that we have some automation, but we still have some gaps. So this is definitely the most common that we see in the market that we see here in Pipefy. So basically here, when we think about the challenges deeper in the journey, why are we talking about the customer journey? Why is that so important and why care about it?

So we have heard from Siddhartha that it’s, like, we have to make a huge effort to bring new customers to our organization. And it’s pretty basic and very well known that customers who are not happy will churn at any moment. It means that all this time all this technology and resources that we have invested to bring these customers here, we are going to toss it in the trash. So not thinking of, and also adding to that, not thinking on all of the future opportunities that we are wasting losing this kind of customers, losing this churned customers, that we are missing this kind of opportunities for like, these chances to increase our business even more. So not happy customers will lead to a waste of our resources, and we will miss a lot of opportunities to increase our business even more.

In addition to that, looking from an efficiency perspective, manual tools or poorly integrated systems cause manual and time-consuming tasks. So increasing it will increase the service cost of our departments, of our operations. So it’s also well known that manual tasks or this kind of automation and this kind of improvements in our process will lead us to, like, this high cost in terms of the operations we have in our companies. And last but not least, to support these 2 previous topics that we have just discussed, we cannot improve what we are not measuring. So we need to have a way, a platform, or something that allows us to identify where in the process we need to act.

What’s not working properly, what needs our intervention, and what needs our actions to improve the process and deliver better results in terms of the processes we are handling? Yeah. So we have a McKinsey study saying that 77% of the customers say they are more loyal to a business that offers top-notch service. I would like to know the other 23%. That’s for me, the most interesting information here in this piece of content.

So nowadays, we have, like, every one of us or our customers, we have tons of options for replacing the current service or product we are purchasing. So, if we have a good experience, a good customer journey, and a good customer experience with our products and services platforms, it will definitely raise the bar and avoid churns and migrations to other companies, to other products, and so on. So technology and digital customer service experience also don’t just lead to more satisfied customers, but also, to a better bottom line. So that’s basically in terms of if we are looking at creating the best customer experience and driving customer satisfaction decrease the time to resolution on the experience that the user is having with us, with our services, with our platform. It will all drive to retention, drive to, long customer journey and sale, and life cycle with our platforms, services, products, and so on.

But how do we build that, how we can start thinking of being a digital-first customer journey, company, or how to start creating this kind of strategy? We have here, like, 4 pillars that can guide us on how our digital-first customer journey could be based. So providing self-service options for our customers is one of the most important things I would say. So we need to think of how we can improve the experience they are having with us and self-serve options are a good way to do that. Provide one view and one technology for your agents. So thinking of inside our organization, how we can bring what we were discussing, like, in the last polls that we had, like, a lot of, technologies, a lot of platforms, a lot of ways to handle some kind of interaction with the customer, some kind of processes so we can think of how can we connect all of these tech stack and how can we connect all of these technologies to have and to provide, one view for all the agents involved inside our organization and also from our customers.

Have a collaborative process across all the organizations very connected to the previous topic and use analytics to drive future growth and resilience. So those are the pillars we can see in this interesting use case that we have, and I brought here for you guys to share a bit of information related to Magazine Luiza, one of our customers here in Pipefy. Magasini Luiza is a retail company. They have more than 1000 stores spread all over more than 800 Brazilian cities, and they started their operations in 1959. And in 2002, the chain, the whole company earned its 1st billion Brazilian is our currency here from sales in a physical store. So it’s a common and traditional retail company.

That was, like, started the business with the physical stores, and they took more than 40 years in this way of working to reach their 1st billion in sales. 10 years later in 2012, Magazine Luiza reached its first billion in ecommerce sales. So Magalou, as they call its marketplace, reached the same figure after 2 years since it started to operate in 2019, creating one of Brazil’s largest digital ecosystems. Why am I giving you this kind of context?

Because Magazine Luiza was a transition. It’s a very known company here in Brazil. It has transitioned from a very, like, traditional way of working to a very digital situation. So in our use case here, our success case here, Magualoos Design and Branding Studio, they created and approved more than 3000 assets every single month facing delays in delivering due to poor communication and task decentralization.

This is when they started thinking of how to improve this kind of process or the challenges that they had in the past. So the goal was to connect customers with the Magalou style with their environment, with their marketplace, and increase or improve the numbers that they were facing in the past. So, 47 percent of briefings had missing information such as lack of goals, lack of content, missing deadlines, and lack of measures. So they were receiving a lot of information from their customers without any standard, without a way of having this kind of information, and they were struggling to coordinate and efficiently produce the required assets. They were being asked about it by their customers.

So the solution was to standardize the process, creating forms, and using, like, mandatory fields in these forms to ensure they will receive all the information needed from the customer to start building or start working on these assets, briefings, and request centralizations in one single platform. So they were able to put it all together in one single platform. The customers were asking for this kind of service using a very friendly, public form where they were guided to fill in all the information they needed based on what they would like to ask for, the design office, also automated a lot of manual procedures, like, driving to a considerable reduction of the reward cases. So they were almost like 50% of the cases they needed to redo or to have a rework in terms of these assets. And they are drastically reducing these kinds of, numbers using a structured workflow platform to help them with their customers.

So very nice results changing completely the way they used to do business. So the last four we promised last fall. We would like to know, like, how much would automated workflows help you in your role. So it will be a game changer if I can automate a lot of things in my daily work and my daily routine. It will help me but not impact me directly.

We already have automated workflows and don’t need anymore and it wouldn’t be really helpful for us at all. So we have some, yes, just a bit more votes, and then we can close the poll. But, yeah, most of the user 100% lead will be a game changer. Yeah. That’s a very, easy poll or easy question to answer.

Yeah. We are also looking forward to ways to automate and deliver better work. Yeah. So the next step in the automation of the customer journey is workflows. So the key takeaways I suggest you guys keep in mind.

So first one, the customer journey is an ongoing and evolving environment. So data testing provides actionable insights for improvement. That’s a live process. Now we need to have a way. We need to have a platform.

We need to have a process that allows us to keep improving the way that we are doing the journey from our customers. We need to have a tech stack that allows us to quickly act on the parts of the process that are not working well, that are not working properly, and allows us to keep improving, this kind of experience. We cannot use anything stuck, and then we need and we take a lot of time to change or to impact the customer journey. Workflows can create a consistent experience throughout the customer journey and automation should support the process and not replace them. So here comes a very common pitfall that is, sometimes, we try to over-automate a process.

So we need automation and we need to use it to support our process, but not automate too much or lose the touch that we have with the customer, most of us, like to talk to humans rather than robots. So, yeah, we need to be clever on how to automate, what to automate, and what not to automate. So we need to use that in our workflows, but we need to be careful with that as well. Pitfalls are common, but not unavoidable. So the right amount of automation will create efficiency without compromising quality.

Very linked with the previous one, with the second, key takeaway. We need to be very careful with that. But without losing the opportunity to automate the processes and improve the experience that we have, not just for our customers, but for our team that is dealing with these customers. I cannot miss the opportunity to talk a bit about Pipefy. We are a no-code process or creation platform that gives anyone the power to easily automate workflows and manage business processes with no coding skills required.

That’s very important to us. We are creating a system that allows users to build, improve, and deliver this kind of improvement in their daily business and activities. So we can drive very rapidly this kind of, improvements that will be, like, considering the compound effect, it will be at the end of the day, delivering much higher and better experience not only for our team, but also to the customers. So this kind of process includes customer support, customer onboarding, and even more. BIP file is an open API platform, and you can connect it with the existing applications you already have in your tech stack. So it’s not something that will replace or that will that you need to replace the applications you already have. You can use wifi as another application connected to the technology that you already have to create a seamless process using this kind of integration. So, that’s basically how to pipe. I can help you out guys, beauty is the second part of the customer journey. We started talking about how we can improve the conversion, or how can we apply some techniques to improve the conversion from the top of the funnel, but we also need to think about how to handle these customers during all the journeys that they will still have with our companies.

Guys, I think that’s it from my side. We are more than open to answering some questions. Feel free to send it here in the chat. I think we have a Q and a button. We will be glad to answer any questions you may have.

It looks like a couple of people have had questions about whether they will get the slides and presentations after the event. So we will be sharing that with everybody after the sessions. If you are registered, you will get all the presentation materials. So don’t worry about any of that.

Another question that has come up is what a typical implementation for VWO looks like. Siddhartha, do you wanna touch on that one?

S:

Yeah. Thank you so much for the question, VWO implementation is fairly simple. There are 2 types of codes that you need to place on your digital property depending on what area of the digital property you want to work on. If you want to work only on the website part of it, then you only have to install a simple, small pixel, the VWO smart code. And if you want to test things on the server side, then you just need to install the VWO SDK corresponding to your code base.

And that’s it. Once you have these installed and your digital property starts getting traffic, that traffic data is available on VWO also. And you can start implementing things on your digital properties. It’s fairly straightforward.

JC:

Perfect. Thank you. Another question that came in. Who are some of Pipefy’s largest customers?

Nice question. We have a lot of customers in, like, almost every single market. We have since, like, huge banks here in Brazil using Pipefy, and we have, the top 5 consultancy groups also using Pipefy to drive digital transformation with their end customers. We have a lot of huge companies in the retail market. So Pipefy is a very horizontal platform in that we can use our no-code solution to implement and improve processes in the customer experience and support area. We can manage and improve processes in the purchase, finance, and a variety of processes and areas. We have a lot of different kinds of customers. So, we have customers from the marketing side. So, yeah, it’s a very horizontal platform, and we are able to help a lot of big companies.

The big ones like big banks here in Brazil. Also, some small startups are starting to create all the processes they need to run the business. So yeah. We have a lot of, a very nice customer base. Yeah.

S:

Excellent. Thank you. Another question that came isn’t modeled out. What are some of the common processes you see teams starting with when looking to automate?

JC:

Nice. So, yeah, we have, some kind of similar situations here at Pipefy. It’s very common. And I think the first step as you have, like, you don’t have the process model yet. You are not using a platform or a workflow form, or you’re not using a specific tool to manage and handle this kind of process.

The big first step is to migrate this to a workflow platform. So just by doing that, you will be able to start identifying where your process needs to be improved. So we see a lot of companies when they arrive in Pipefy. The first step is usually the one that takes, like, the most effort to translate the current applications and processes to a platform. And after they can do that, like, this is a small change, small improvements using automation. They are, like, very constant. The process is very automated as soon as the process gets into a workflow platform. So we see for marketing companies, for example, we see a lot of automation, used to triage this kind of request from the customers. So if it’s a request for, I don’t know, a branding, service, or something else, it will be automated, auto-automated, and redirected to a certain department that will take care of that. All the communication between the parts, and the stakeholders can be automated using Pipefy.

So the first big step, I would say, to sum up, the first big step is to bring it to a platform and start looking at how your process works, and the opportunities to automate the parts of the process will just be there. You will easily find it.

S:

Excellent. Thank you for that. 

JC:

Another question that came in. Siddhartha, maybe a good one for you. Personalization is great, but what about GDPR?

Hello. Are you there?

S:

Yes. It really depends on the country that you’re operating in and the laws that are most applicable to you in that region. I’m not the subject matter expert on this, to talk about it in so much detail, but, with tools like VWO, the compliances are baked in. So you don’t have to worry about the various laws that are applicable to your particular region, VWO takes care of some of the most popular, or most important commonplace internet laws. And GDPR does not exist for the entire world.

Right? It’s only for some countries in Europe. A similar form of GDPR exists in California called CCPA. And for both of those, VWO has systems baked in. Which complies with GDPR and CCPA for most other countries at this point.

The personalization and, PII laws are not very stringent. However, there are many governments that are trying to get them in place to make sure that, no individual’s safety or opinions or ideologies are compromised. And that’s something that is required and, it’s very important for us to comply with them as much as possible till the laws don’t exist. We can start implementing these systems. And as those laws come into play in your geography, systems can be set in place so that, you abide by them. And good thing is that many other tools will also make sure that they take steps toward it.

JC:

Excellent. I think that’s all we have from the questions. Yeah. There’s just a thank you for the presentation. So we’re all good today.

Okay. Thank you, Catherine. I’m glad the answer helped you. Thank you so much to everyone who joined in today. Thank you, Joao.

This was good fun, having a chat on delivering a great customer journey through automation, personalization, and so many of the amazing tools available for us in today’s day and age. And by tools, I don’t mean VWO or Pipefy. I mean, the fundamentals, the processes. Yeah. We are aware of it.

And today, we can implement them and be mindful of an individual also. It’s a great time to be doing interesting things, and, I’m glad that VWO was able to partner with both of our products. It really helped in accomplishing, what we were talking about. Right? And, as consumers also, we expect that. With great experiences.

S:

Yeah, exactly. Yeah.

JC:

Thank you, Siddhartha, for the invitation. As I said in the beginning, it’s a great pleasure to be here sharing my 2 cents on this very interesting topic. It’s always nice to connect with the top-of-funnel guys so we can end or complete the entire customer journey. So, yeah, count on me, count on us from Pipefy whenever you need to have this kind of fruitful discussion.

Thank you all for the participants also. So, yeah, take care, everyone.

S:

Yep. I think we can close the webinar with that. Thank you so much, guys. Have a great day ahead. See you again for another, wonderful session that, VWO and Pipefy conduct.

Thank you so much.

JC:

Thank you guys.