How one Venezuelan refugee is shaking up the Buyer Expertise market

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EnjoyHQ has an attention-grabbing strategy to a thorny downside, however the background of its founder Sofia Quintero stands out as the most attention-grabbing factor of all.

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If anybody wanted proof of the ability immigrants can supply tech, look no farther than Sofia Quintero. She is the founder and CEO of EnjoyHQ, a web-based platform that captures market and knowledge science insights, serving as a cross disciplinary database to assist product analysis and UX groups construct higher merchandise, sooner.

Roughly 10 years in the past, Quintero was a dirt-poor political refugee scrubbing bogs to make a dwelling in London. Her story is attention-grabbing each due to how far she’s come, and due to how cool the corporate she’s now working is.

Knowledge-driven transparency

EnjoyHQ goals to democratize how firms arrive at new insights by providing entry to researchers’ data and knowledge from totally different silos throughout the entire firm and from disparate buyer suggestions inputs like Twitter, Salesforce, Zendesk, and extra. The corporate not too long ago introduced a $2 million seed funding spherical to speed up the corporate’s launch into the $32 billion (by 2025) Buyer Expertise market. 

EnjoyHQ capabilities like a collective mind. Firms from Adobe (my former employer) to unicorn startups like Grubhub depend on EnjoyHQ. It centralizes and organizes analysis in a wise repository that helps product and UX groups be taught extra about customers, sooner. By sharing findings all through the group, EnjoyHQ makes it doable to scale studying.

That is the place the corporate and Quintero are at the moment, however what about 10 years in the past? 

SEE: 10 methods to speak extra successfully with prospects and associates (free PDF) (TechRepublic)

Refugee-driven ambition

A decade in the past Quintero was a penniless political refugee from Venezuela, dwelling in London and attempting to earn a dwelling cleansing bogs whereas taking English classes. She and her household had fled the brand new Hugo Chavez regime, forsaking a snug middle-class Caracas way of life. Quintero was a latest college grad, after which she needed to begin life throughout.

She enrolled once more in faculty in London and shortly immersed herself within the native startup scene, mastering English, tech communicate, and hustling her approach into a brand new tech profession. As she superior, she saved seeing the identical issues repeated in product growth groups. Like most nice firm concepts, the seed of what grew to become EnjoyHQ was germinated in her frustrations at serving to firms she labored for to scale:

I’ve labored in lots of roles and industries all the best way from Buyer Expertise consultancies, digital businesses, and development roles in expertise firms. Whatever the dimension or sector of the corporate, I discovered the identical sample time and again. Most workers did not know the place to seek out details about prospects, every division makes use of a unique instrument to speak to prospects, each division is producing some kind of buyer or person analysis report, and all that knowledge lives in other places. In each case, I discovered that answering essentially the most primary questions like: ‘Does anyone know if we now have finished analysis on a specific subject?’ can set off an enormous quantity of digging for paperwork and messaging colleagues throughout the board. This was painful sufficient for me to begin on the lookout for a greater approach to join the dots in the case of buyer analysis.

As she appeared round for instruments to assist her do her job higher, Quintero observed the rise of a sub class inside Buyer Expertise referred to as ResearchOps. It centered on higher infrastructure round buyer analysis, and operationalizing the person analysis course of in order that the evaluation of buyer suggestions could be finished sooner and have an even bigger influence.

Seeing a significant market alternative, Quintero raised the seed spherical from buyers from earlier firms the place she had labored who preferred her hustle, laborious work, and outcomes. To be nearer to the world’s largest market, North America, she moved her small startup workforce from London to Santa Monica, CA.

SEE: Hiring equipment: Consumer expertise specialist (TechRepublic Premium)

A platform for ResearchOps

Quintero mentioned she noticed the rise of ResearchOps however acknowledged it wanted a platform. Product groups have many instruments for managing code repos, product roadmaps, and engineering tickets, however person suggestions and analysis tends to be advert hoc and lacks self-discipline and workflows on the instruments facet. For instance, after 5 years of labor Microsoft Microsoft not too long ago revealed an inside effort to construct an analogous platform that it calls HITS, so Quintero thinks she is on to one thing.

“Like Microsoft, we noticed that the typical product workforce was struggling to interpret all of the person suggestions knowledge being generated by common SaaS instruments like Intercom, NPM instruments like Delighted, ZenDesk, and the numerous common customer-facing instruments within the typical stack,” mentioned Quintero. EnjoyHQ, in flip, helps prospects not solely to mixture all their buyer suggestions and person analysis in a single place, but additionally to leverage a workflow the corporate calls Tales that permits them to speak their insights extra simply. 
 
Maybe buried in that have to be taught a brand new language and put it to work in a brand new trade, Quintero additionally grasped simply how important that final level is. You may collect all of the insights on the planet, but when the folks that may act on them should not have entry to the analysis insights you’ve got misplaced the battle. You want each, an engine to seize the info and a great course of to share the result of the evaluation—the insights—and EnjoyHQ hopes to ship each.

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