Box Scales to Millions While Seeing a 10% Increase in User Adoption With Iterable

More than 90,000 businesses globally use the Box cloud content management platform to enhance collaboration among their employees and partners. End users in these enterprises leverage Box capabilities for tasks ranging from file sharing and access on mobile devices to sophisticated business processes such as data governance and retention.

Two years prior to implementing, Box created a customer engagement function to expand the company’s reach beyond administrators to the people who use Box every day. The new team’s purpose: Ensure that end users get maximum value from Box’s offering.

The expansion required scaling up Box’s customer communications capability from tens of thousands of administrators to tens of millions of end users.

Nora and her colleagues are focused on growing adoption to increase the value of the Box platform to enterprise customers, ultimately promoting customer loyalty and retention. To achieve this mission, the team is developing and executing campaigns that talk directly to the end-user community.

In line with this strategy, the team worked with the Box growth team to launch the user onboarding program. The campaign’s purpose is to increase adoption by educating people on how to leverage Box capabilities to increase their job efficiency and effectiveness.

This sophisticated welcome series created with Iterable leads end users through a customized path based on milestones such as account creation, initial login, and usage, as well as other user-specific attributes such as the Box applications downloaded and how frequently each end-point is used. Communication is highly personalized— even employing the user’s language of choice.

“We’re constantly working with our business analytics team to understand the next action a given user is likely to take based on previous actions taken or not taken,” Nora explains. “We use those insights to fine tune the welcome series and build out new journeys that shorten the time it takes to move people to the next level of usage. We used Iterable’s A/B testing to compare the results of the new welcome series with our previous approach and were able to show an 10% increase in user adoption,” Nora says.

Nora attributes the success of the welcome series and other campaigns to the ability to gather and combine many different types of data for segmentation and personalization. The team takes advantage of Iterable’s modern APIs and flexible data integration to access data from Salesforce.com and other sources and combine it with Iterable data. Iterable’s Studio pulls external data into the platform and triggers tailored messages as users reach specific milestones. Message content is based on such factors as lifecycle stage, Box components downloaded, and usage data.

“We’ve also automated the process of localizing campaigns for our global user community so that we can easily deliver content in the user’s language,” Nora remarks. “The team leverages Iterable’s APIs to push HTML templates into Box to then be shared with their localization vendor. Once complete, a job runs to pull the translated content back into Iterable. That process has increased the speed of translation by 5X.”