GUIDEcx, a customer onboarding project management solution, faced a critical problem: their customers needed seamless integration with a vast array of third-party systems, yet GUIDEcx’s internal engineering resources were stretched thin. Chris Haleua, VP of Product, shared an insightful look into how his team tackled the daunting challenge of scaling integration offerings to meet customer demand.
Embedding Workato: A Game-Changer for Scalable Integrations
Initially, GUIDEcx tried to manage all customer integration requests internally, acting as a managed service. This approach, however, quickly became unsustainable. No matter how much they tried, they couldn’t keep up with the volume of integration requests while maintaining product development speed. Chris realized they needed a new solution to scale integrations without exhausting resources.
After much consideration, GUIDEcx embedded the Workato recipe builder directly within their platform. This transformed GUIDEcx’s approach, enabling what Chris described as “crowdsourcing development.” By allowing customers to customize integrations on their own, GUIDEcx could rapidly expand its integration coverage without bottlenecking engineering resources. The impact was immediate, accelerating the development cycle and enabling Chris to shift his focus to a new roadmap that prioritized customer customization and flexibility.
Previously, GUIDEcx had kept Workato partially hidden, implementing a few simple integrations labeled as “Powered by Workato.” But as demand grew, customers increasingly wanted more control, including the ability to map fields and customize logic quickly. Once Workato was fully embedded, GUIDEcx could offer customers direct access to powerful integration tools, elevating their onboarding experience to new levels.
A Revenue and Retention Boost
Embedding Workato didn’t just streamline operations; it also contributed significantly to GUIDEcx’s bottom line. It enabled GUIDEcx to offer premium plans that catered to customers needing more advanced integrations. As Chris explained, being able to say “yes” to custom integration requests not only improved win rates by 15% for larger prospects but also raised the average order value by 20% due to the more substantial commitments from customers who trusted GUIDEcx’s expanded capabilities.
Most importantly, however, was the impact on customer retention. Since embedding Workato, GUIDEcx has seen a 25% increase in retention, particularly with larger clients who have more complex integration needs. This stickiness with customers was a testament to the success of their new integration strategy.
An Expanding Roadmap
Workato’s Embedded Platform also reshaped GUIDEcx’s product development strategy. What was once a straightforward application and platform roadmap evolved into a multifaceted strategy with dedicated roadmaps for applications, platform architecture, integrations, and data science. The new structure allows GUIDEcx to make more strategic decisions, dedicating resources to various projects without making trade-offs that could hinder their progress in other areas.
The Key to Scalable Success
According to Chris, this success is due to allowing engineers to focus on core product functionality while GUIDEcx’s integration specialists manage the unique and diverse demands of customer integration. With Workato, GUIDEcx enables non-engineering teams to own parts of the roadmap, reducing the load on engineering and making room for faster, more focused product development.
Looking Ahead: The Future of GUIDEcx with Workato‘s Embedded Platform
The future looks promising for GUIDEcx. Chris envisions a continued expansion of both integration capabilities and task volume. Workato empowers GUIDEcx’s clients to embed even deeper into their systems, fostering a stronger commitment to the platform. As Chris noted, a fully integrated customer is a sticky customer, one likely to grow alongside GUIDEcx.
By embedding Workato and fostering self-service customization, GUIDEcx has set a foundation for continuous growth and innovation in customer onboarding. Chris’s forward-looking approach demonstrates how an embedded iPaaS like Workato can boost productivity, increase customer loyalty, and drive business success.
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