It didn’t take long for analytics to reliably answer key questions for shaping TechSmith’s product roadmaps. It has used Usage Intelligence in all versions since-driving benefits throughout the organization.
In 2014, TechSmith embedded Usage Intelligence into its flagship software. DRIVING RESULTS WITH USAGE INTELLIGENCEĪfter an extensive search for a better alternative, TechSmith chose Usage Intelligence, a comprehensive and easy-to-integrate product usage analytics and in-application messaging platform. Meanwhile, TechSmith’s IT organization was burdened by the effort and cost associated with maintaining servers to capture and store all the data being generated by its in-house system, prompting product management to find a different approach. We couldn’t poke around and discover new questions.” So we had to make sure it was a really important question. “Whenever we had a question,” continues Foster, “our product teams had to ask a developer to stop work and write a SQL query. Initially TechSmith built its own data collection system for its flagship products Snagit and Camtasia, but that system contained no reporting or analytics, frustrating product teams and the technical professionals tasked with operating and maintaining it. TechSmith regularly surveyed and met with its customers, but wanted to augment those qualitative insights with robust and comprehensive quantitative insight into product usage. Should we pull some features to keep the user’s experience manageable?” “Who’s using them? How often? How do we invest to improve them? We’d been in market with Snagit for 28 years. “We’d built and shipped all these features,” says Foster. Understanding how customers actually work with their products is central to their success. Helping users get more value from their software is a goal shared by product teams, product marketers, content management specialists, developers, and everyone else.
If users don’t discover that value or fail to take advantage of it, we’ve failed.” The other half is to help users connect with the value those features deliver. As Strategy Lead Daniel Foster puts it, “We know shipping features is only half our job. TechSmith places a priority on understanding and communicating with customers. UNDERSTANDING CUSTOMERS: CONNECTING VALUE TO SOFTWARE
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