Kommunicate drives product-led growth by understanding how users are using their product.

We’re following a product-led growth strategy, and for that, understanding user behavior is the most important thing for us. With the insights from the data, we’re able to drive the users to the final value proposition within our product.

Devashish Mamgain, Co-Founder & CEO, Kommunicate
Company

Kommunicate is a human and bot hybrid software for real-time, proactive and personalized customer support. With engineers, designers, marketers, and sales reps based in Bangalore, the Kommunicate team has been enabling numerous companies and already counts names like Accenture, KPMG, and Santander as customers.

Challenge
Getting the right insights from day one

The team had previous experience bringing real-time messaging solutions to market and had a clear vision of how they would grow the business for Kommunicate.

“We’re following a product-led growth strategy, and for that, understanding user behavior is the most important thing for us. With the insights from the data, we’re able to drive the users to the final value proposition within our product,” shared Devashish Mamgain, Co-founder and CEO of Kommunicate.

With the strength of the product being so central to this strategy, it is important to know:

  • Which features are customers using
  • Which features may have design/UX issues

This insight would help the product/engineering team to focus their development strategy in the right areas to create a strong product with which they could start building a base of loyal and happy users. Trying to track this directly in their database by writing SQL queries required technical skills and proved to be laborious.

As a startup with a lean team this was not the best use of resources and they implemented Mixpanel to make things more self-serve and allow resources to focus on the product.

Driving revenue by identifying where users find value in the product

Once Kommunicate gained visibility into how their product features were performing, they then started to refine their strategy to acquire, convert, and retain their users.

“Once we started using Mixpanel, we realised that we could use it to support many other areas of our strategy. For example, we use it to help us identify Product Qualified Leads (PQL) and also to decide which features should be added to the various tiers in our pricing plans,” added Devashish.

As a human and bot hybrid customer support platform, a key product feature of Kommunicate was the ability to integrate the bot into the workflow. The team had initially included this in the freemium plan. However, when they looked at the data in Mixpanel, they realised that this was a high-value feature which almost all their users were using. This helped to drive a decision to move the bot integration feature into the paid plan.

“That changed a lot of things for us. Suddenly we started getting many customers in the paid plan as opposed to the freemium plan. That’s when we really realised the importance of product analytics and we started to track more events in Mixpanel and expand our use of the tool” added Devashish.

By analyzing the data in Mixpanel, it became clear that bot integration was a key feature that delivered value to users, and one they were willing to pay for.

The product team later used Mixpanel to identify where and why people were dropping off in the on-boarding flow. With this insight, they decided to reduce the amount of information they required users to provide at signups, leading to an increase in conversions through the funnel, and ultimately arriving at the value moment. The improvements in on-boarding flow helped to drive a 10% improvement in the number of users who reached the value moment.

They’ve also built a culture of measuring the impact of new feature releases, making sure to track user adoption levels and using that as an indicator of whether something needs to be fixed.

Applying insights across functional teams

Today, the use of product analytics has spread to Kommunicate’s marketing and customer support teams who actively use Mixpanel to better understand their users.

The customer support team tracks which customers have integrated Kommunicate to their website and mobile apps. This enables them to reach out to the customers to make sure that the integration is working well or to guide them on how to integrate.

“Product analytics is very important for marketing teams in product-led growth companies”, explained Parth Shrivastava, Head of Marketing at Kommunicate. “In companies like ours, accurately identifying Product Qualified Leads is critical. There’s no sales qualification or handoff happening, so the PQL model needs to be solid.”

To power this model, the team analyzed a group of top paid-plan customers to understand what features they were using. This information is incorporated into the PQL model, which the team actively updates as their customers’ usage behavior changes.

“This enables our small marketing and customer success team to prioritize their time, since there’s a high volume of signups coming in all the time,” explains Parth.

Data and analytics is critical for startups

“I would encourage digital-first startups to set up product analytics from day one. Usually startups don’t pay much attention to analytics at first, but it’s actually most crucial in the early days. You need to figure out which product features are working and which ones are not because everything is experimental in the beginning and being able to measure this will help to focus your limited resources on the right things. I’d advise them to look for a product analytics tool that’s self-serve and user-friendly so that they won’t need to strain their engineering teams to get insights,” advised Devashish.

Product analytics helps Kommunicate to prioritize limited resources, focusing its functional teams on initiatives that matter the most.

+10% Users who moved through the on-boarding funnel to arrive at value moment
Optimizied pricing packages to drive increased revenue
Enabled self-serve product analytics and freed up engineering resources for product development

Usually startups don’t pay much attention to analytics at first, but it’s actually most crucial in the early days. You need to figure out which product features are working and which ones are not because everything is experimental in the beginning and being able to measure this will help to focus your limited resources on the right things.

Devashish Mamgain, Co-Founder & CEO, Kommunicate