How Loom leverages Enterpret to democratize feedback and deliver exceptional customer experiences at scale
Loom was founded in 2015 with the mission to empower people at work to communicate more effectively, with video - regardless of where they are in the world. With over 21 million users and $35 million in revenue, Loom is deeply committed to driving product innovation using customer feedback.
Recently, we spoke with Lauren, Loom’s Head of Support & Operations to hear about how they use Enterpret. She has played a pivotal role in shaping the customer experience at Loom since joining the company in 2018.
Customer feedback is a pot of gold that often goes undiscovered
Lauren’s team pays attention to traditional metrics such as response time and CSAT. But they put a great deal of emphasis on take feedback and translate these into insights to help their product development teams take action on the most critical feedback.
Loom operates in a rapidly evolving landscape where video messaging for work is still a relatively new behavior. As Lauren puts it, "Video for work is an ever-evolving concept and our customers know best. They tell us how they want to use Loom for work and we want and need to listen in order to provide the best experience."
Growth leads to an explosion of feedback
Loom has experienced rapid year over year growth, and with it the feedback has grown exponentially. Lauren shares that the team can interact with up to 500 people daily in customer support alone. And, this number doesn’t even account for feedback from sales calls, surveys, and various social channels. On average the team communicates with over 10,000 people monthly across many channels!
This reached a boiling point last year where dealing with the volume of feedback became increasingly difficult and Loom's previous approach involved manual tagging, collecting data through forms, and sifting through feedback from various platforms wasn’t cutting it. This also took away mindshare from being able to provide the team with the necessary insights they needed to
Lauren and the Loom team started looking for a way to create a process where the team could represent the voice of the customer. The requirements were:
- Better ways so consolidate all feedback across all channels
- Automated ways to organize feedback by theme and cohorts without manual tagging
- Smart ways to surface and prioritize customer insights
Lauren recalls, “We needed a smart solution to help us streamline our processes by creating a single source of truth so we can maintain the high standard of customer experience our users expect from Loom. This is why we chose Enterpret.”
Using Enterpret to manage customer feedback at scale and gain valuable insights
For the last year Enterpret has become an invaluable tool for Loom and is used by teams across support, engineering, and product functions to streamline their efforts in several key areas:
- Data Consolidation: Enterpret effortlessly aggregates data from diverse sources and channels, providing a unified view.
- Prioritization: The platform aids in determining which feedback to prioritize, ensuring that critical issues are addressed promptly.
- Performance Analysis: Loom leverages Enterpret to evaluate the success of product launches and new features, measuring their impact on customer satisfaction.
- Sentiment Analysis: Enterpret enables Loom to gauge customer sentiment, offering deeper insights into their experiences.
Understanding Loom’s voice of customer with Enterpret
Lauren shares that the biggest benefit is “Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.”
Democratizing data and fostering customer-centricity
Lauren highlights the transformative power of Enterpret, explaining, “Customer feedback is often buried in Zendesk, surveys, or calls, making it difficult for the team to find and take action on. With Enterpret all feedback becomes accessible to everyone, in one place - survey data side by with NPS data and more. Enterpret is democratizing access to this gold-mind of insights for our entire team.” With Enterpret the Loom team can see survey data side by with NPS data next to a tweet or a sales call recording which gives everyone the full picture.
Identifying trends swiftly for operational efficiency and exceptional customer experiences
Lauren emphasizes the importance of recognizing emerging trends and how Enterpret helps with this. She explains, "Enterpret helps us spot new trends as they emerge, thanks to features like the Anomaly Charts. When customers mention something new, we want to identify it immediately as a new trend." This real-time insight allows Lauren’s team to triage something before it snowballs or action on important feedback that can elevate the customer experience.
Streamline measurement of launches and updatesThe Loom team recently launched an array of exciting Loom AI features and they used Enterpret to track how the launch went. Enterpret’s model picked up on customer feedback associated with the launch making it easy to set up Dashboards and Charts to monitor the launch and understand high-level requests, themes, and sentiment. From there Lauren and her team used Enterpret to automate the saved Summary highlighting performance to Slack to help quickly “put insights where the company lives”.
Looking to the future
Like many forward-thinking companies and leaders, Lauren and her team are actively thinking about how to leverage AI as part of their strategy.
Lauren is particularly excited about Enterpret’s upcoming Product Co-pilot release. The Co-Pilot will provide a Google-like search experience that will make it easy to ask Enterpret your burning customer question wherever you need insights. It will also surface the data in summarized form with easy to access while offering summarize feedback in-depth analysis. This innovation will further empower teams to explore insights and drive continuous improvement.
Loom's journey with Enterpret is a testament to the company's unwavering commitment to its customers and we look forward in supporting Lauren and the Loom team in their quest to deliver exceptional video experiences as they continue to grow!