How one Venezuelan refugee is shaking up the Buyer Expertise market

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EnjoyHQ has an attention-grabbing strategy to a thorny drawback, however the background of its founder Sofia Quintero will be the most attention-grabbing factor of all.

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If anybody wanted proof of the facility 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 information 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 bathrooms 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 operating is.

Knowledge-driven transparency

EnjoyHQ goals to democratize how firms arrive at new insights by providing entry to researchers’ information and information from totally different silos throughout the entire firm and from disparate buyer suggestions inputs like Twitter, Salesforce, Zendesk, and extra. The corporate lately 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. Corporations from Adobe (my former employer) to unicorn startups like Grubhub depend on EnjoyHQ. It centralizes and organizes analysis in a sensible repository that helps product and UX groups be taught extra about customers, sooner. By sharing findings all through the group, EnjoyHQ makes it attainable to scale studying.

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

SEE: 10 methods to speak extra successfully with prospects and colleagues (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 bathrooms whereas taking English classes. She and her household had fled the brand new Hugo Chavez regime, forsaking a snug middle-class Caracas life-style. Quintero was a current college grad, after which she needed to begin life throughout.

She enrolled once more in school in London and shortly immersed herself within the native startup scene, mastering English, tech converse, and hustling her means 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 companies, and development roles in know-how firms. Whatever the measurement or sector of the corporate, I discovered the identical sample over and over. Most staff did not know the place to search out details about prospects, every division makes use of a special instrument to speak to prospects, each division is producing some type of buyer or consumer analysis report, and all that information lives somewhere else. In each case, I discovered that answering probably the most primary questions like: ‘Does anyone know if we have now carried out analysis on a selected subject?’ can set off an enormous quantity of digging for paperwork and messaging colleagues throughout the board. This was painful sufficient for me to start out on the lookout for a greater solution to join the dots in the case of buyer analysis.

As she seemed round for instruments to assist her do her job higher, Quintero seen the rise of a sub class inside Buyer Expertise known as ResearchOps. It targeted on higher infrastructure round buyer analysis, and operationalizing the consumer analysis course of in order that the evaluation of buyer suggestions might be carried out sooner and have an even bigger affect.

Seeing a significant market alternative, Quintero raised the seed spherical from buyers from earlier firms the place she had labored who preferred her hustle, arduous 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 package: 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 consumer 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 lately revealed an inner 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 common product workforce was struggling to interpret all of the consumer suggestions information being generated by widespread SaaS instruments like Intercom, NPM instruments like Delighted, ZenDesk, and the various widespread customer-facing instruments within the typical stack,” mentioned Quintero. EnjoyHQ, in flip, helps prospects not solely to combination all their buyer suggestions and consumer 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 must be taught a brand new language and put it to work in a brand new trade, Quintero additionally grasped simply how crucial that final level is. You may collect all of the insights on this planet, but when the folks that may act on them don’t have entry to the analysis insights you could have misplaced the battle. You want each, an engine to seize the info and an excellent course of to share the end result of the evaluation—the insights—and EnjoyHQ hopes to ship each.

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