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ZIVVER – Following a Product Led Growth strategy with help from Shipright

Feedback tracked in Shipright 300,000+ users

Solving secure file transfer

New ways of sharing and connecting means that we’re able to share more information with each other easier than ever before. But when it comes to sharing sensitive data it comes with a great deal of risk, with information potentially falling into the wrong hands either through human error or data leaks. That’s why ZIVVER created a technologically-advanced, yet user-friendly solution for secure email and file transfer.

The ZIVVER team decided they wanted to hook into existing workflows rather than changing existing behavior entirely. As such, it integrates with applications you already use in your day-to-day workflows such as Outlook or Gmail. The company uses its technology to secure sensitive information before, during and after sending messages and files up to 5000 GB!

ZIVVER is used by clients in healthcare, law, banking, insurance and more, giving them the confidence that whatever they share will be kept safe.

Product Strategy challenges

As they grow, ZIVVER constantly looks at customer feedback to guide their product development.

“We’re following a Product Led Growth strategy, just like Slack. So for us, it’s very important to be user-centric,” says Olivier Paling, Head of Product with ZIVVER.

Product Led Growth is a strategy that focuses on the product, its features and its usage to drive customer acquisition, retention and expansion.

“For us, it's very important to be user-centric“

The ZIVVER team started keeping track of feedback in an issue tracker and used a voting board so co-workers could indicate how important each issue or suggestion is every time it was raised by a customer. However, this did not provide the necessary understanding needed to make user-centric product decisions. 

Another major source of feedback was the customer support team and their interactions with clients, but the current system only allowed them to bring forward suggestions, not context, so without information on the root cause, such as why it was requested and by whom, it became hard to understand if, and how a change should be made.  And things that may have seemed urgent for one internal stakeholder, didn’t necessarily represent all customers.

“People would bring various issues forward. There was overlap, so it seemed important... but their feedback was simply too vague so it was hard to sift through” says Olivier.

“And internally, our system to share feedback wasn’t great. People would write things down on post-its or swing by people’s desks to let them know.”

On top of this, ZIVVER grew from a couple of hundred customers to more than 300,000 customers in the span of a year, dramatically increasing the amount of customer feedback they were receiving. As such, they knew they needed to find a different way to organize their feedback.


User feedback to the rescue

Looking for a solution to better organize and understand their feedback and users, the ZIVVER team found Shipright and decided to sign up. The support team was first to adopt and put in all the information they were getting through customer conversations, tickets and their feedback submit form. Now the sales team also inputs feedback from their customer calls and interactions and the product team goes through it to draw out insights and make more targeted product decisions.

“We’re able to include small improvements in every design and dev sprint, making us more responsive to feedback,” says Oliver.

“You can only prioritize if you have everything in one place“

An important benefit for ZIVVER of bringing feedback together is that it helps make product decisions more data-driven:

“When you take feedback from different sources, you remove some of the bias. You can only prioritize if you have everything in one place,” says Oliver.  

And they’re able to integrate Shipright into their existing workflow and feedback channels.

“The Slack integration helped motivate the teams to submit feedback and created awareness about our customer problems”.

He adds that Shipright helps support a user-centric way of working.

In terms of communication en marketing, Shipright helps improve the interaction with ZIVVER’s customers.

“We developed a process where when you’re done developing things, such as when you create a story in YouTrack, you create a link to Shipright to bring the pieces of feedback together. After we’re done, we reach out to all the people who had put feedback in and we bring them back in the loop to show them what was done and thereby extend this to end users. That’s where it adds a lot of value.”

“It really solved our feedback issue, allowing us to drill down to the root cause of our feedback and get actionable insights“

Through Shipright, Oliver says they were able to gather feedback and actionable insights they wouldn’t have gotten otherwise.

“For example, we were having an issue with our opening response rate for verification e-mails from ZIVVER. We had lots of support logs on it but without context, we couldn’t figure out the drop. With Shipright, we finally had the insights necessary in one place to change the wording and our feature to reduce friction and it made a drastic difference in our opening response rate.”

On what he likes best about Shipright he says, ”I like how intuitive it is, and they really solved our feedback issue, allowing us to drill down to the root cause of our feedback and link different things to each other in our feedback workflow so we can get actionable insights from all of our sources of feedback.”

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