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SumUp is a digital payments provider used by more than 2.5M merchants in 33 countries. With so many customers, in so many regions, the SumUp product team receives customer feedback over email, phone, and WhatsApp (for their customers in Brazil). Making sense of all of this feedback, and tying it back to the product features they want to release was a challenge.
Like many other businesses impacted by COVID-19, SumUp’s business changed overnight and they needed to quickly revise their business to stay afloat. Steven Luettig, a Senior Product Manager on the Merchant Growth team, is responsible for launching features that will help retain and grow the business of new and existing customers, many of whom were also impacted by COVID. “We got feedback on our products quickly, especially through our support team,” Steven explains. “Based on that feedback we decided to go into new markets,” in response to customer needs and demand.
But not only did the SumUp team decide to enter new markets during a global pandemic, but they also delivered 3 entirely new products – mobile invoices, on demand gift card purchasing through social media channels, and an online store for merchant’s mobile apps. “Before COVID we were looking into launching specific markets on a quarterly basis, now we’ve launched in more than 30 countries in 4 weeks using Productboard,” Luettig continues. Such an impressive feat comes with no small amount of pressure to get everything right. “You have a single shot when it comes to launching new products and features. If you get it wrong, your customers are not likely going to come back and give it a second try,” explains Luettig. Which meant it was critical for him and his team to know what to build quickly, and have confidence that it was what customers needed.
All of SumUp’s customer interactions and feedback were stored in Salesforce. But “the one thing we were lacking was how to get customer feedback into Productboard.” SumUp was already using Productboard to prioritize features and plan their roadmaps, but when Luettig heard about the productboard Notes API, it “made me completely happy.”
“With Productboard, we have a single picture of the big initiatives we have as a company, and now with the Notes API we have a single way for how we get feedback on the products we’re building.”
Previously, when the SumUp team wanted to pull in updated information from Salesforce, they would have to manually trigger an email to Productboard that would then appear in the Insights board. As a result of this manual process, Salesforce data was only pushed to Productboard once a week. Now, “we use the Notes API to push every Salesforce case that contains customer feedback to Productboard,” explains Luettig. “Previously we were doing an update once a week, but it’s much easier when information can be added to Productboard in real time.” The day after the SumUp team started using the Notes API, they had “hundreds of pieces of feedback coming in,” Steven explains.
And the best part of this change – “the engineers took, I don’t know, an hour or something, to set up the API and now it’s active,” Luettig continues. Ensuring that a change like this could be implemented effectively and quickly was critical, especially under the tight timelines the SumUp team were under to launch and roll out 3 new products in 30 countries.
With everyone working remotely during COVID, it was critical for the teams to be able to move quickly and efficiently. “Our team is mainly located in Berlin, but we also worked closely with teams in Amsterdam, elsewhere in Germany, Copenhagen, Sofia, Sao Paolo, Warsaw and Kiev to coordinate these launches,” Luettig explains. Productboard ensured all of the teams could stay aligned, and had the context needed to make decisions remotely.
With the successful launch of several new products in a matter of weeks, SumUp is now focusing on fine tuning the products. “We want to assign specific products or segments to feedback we receive so that we can see how its distributed,” Luettig explains. His team plans to use the Notes API to pre-assign feedback with the correct tags to allow for more granular and real time segmentation.
Having turned customer feedback from multiple channels from a headache to a help, SumUp is now exploring ways to deepen their engagement with their customers. “We want to leverage the Portal even more and have an additional source of feedback outside of our support team,” Luettig continues. Listening closely to their customers helped SumUp weather some of the most uncertain times in recent memory by incorporating their feedback directly into their product roadmap. And in today’s increasingly remote environment, Productboard has allowed SumUp to continue building strong connections with customers and internal teams alike without missing a beat.
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