Aug 14 2020 27 mins 1
Vishal Rana, Director of Product and former VP of Customer Success at Segment, has observed firsthand how good data leads to organizational success. With over a decade of helping enterprises grow, Vishal Rana shares customer insights from that first "aha" moment to when retention experiences get tuned just right.
Before his time in product, Vishal led Customer Success at Segment for three years and Professional Services at Medallia for five years. To see the journey from vision to reality and all the prioritization in between, tune into this episode about how to succeed with customer data—especially with those last-mile activities.
This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.
Takeaways
- Keep using your favorite tools, and push to get to see all the data that everybody else has collected in a trusted, centralized core of customer data.
- Define customer success metrics using very rational observations about your customers’ usage behaviors or brand engagements.
- Engagement data without purpose doesn’t serve anyone. Early in the product's lifecycle, define a particular business problem you want to solve with engagement data and collect accordingly.
Audio Highlights
- “Everybody's trying to transform other people's data into their format so that it can live through the lens of their core.”
- “Those systems, in their own siloed way, have a treasure trove of information about what a customer is trying to accomplish that isn't in the [event] clickstream. What's great is that with Segment, you can take all of that data and put it into a data warehouse, which—is agnostic to the type of information we're pulling in—and then marry it with that event-stream data. And now, for the first time in most companies' digital maturation, they're able to see everything in one place. Then they can start to marry the information they knew about the customer before they showed up (maybe in their CRM) and add that context to engagement that [the customers] are having with someone else [at the company].”
Links
- Guide: How do I migrate code from other analytics tools?
- Catalog: Advertising Tools, Adwords, Analytics Tools, Data Warehouses, Facebook, Google Analytics, Messaging Tools, Segment Personas, Segment Protocols
- Customer Case Studies
- Recipes: Get users to your Aha moment faster with Customer.io, Use Drift messages and email to nudge users to the Aha moment, A/B test CTAs to boost signup conversion
- Webinar: Segment Roadmap
