Heap for Customer Success Managers
Increasing retention and reducing churn is critical to recurring business models. A Customer Success Manager is charged with ensuring a customer sees the value within your product so that they can continue to justify paying for it. As a CSM, each interaction you have with your customers is important, and sets the tone for their relationship with your company. Understanding a client’s behavior is crucial so that you can guide their experience and ensure that it is positive.
Heap captures everything, providing you with an in-depth road map of each customer’s experience within your product, tracing their individual click events from discovery to sign up to renewal. This guide will provide you with a toolkit to ensure that you have all the information you need in order to provide the best service to your clients.
Each section of this guide shows how Heap can be used to make your job easier and your clients happier. After reading this you should be able to:
- Analyze a segment of users you care about in Heap’s graph, funnel, and retention tools
- Help users troubleshoot using the list view
- Understand how users are interacting with your product
Overview of Heap's data model
At the top of the data model is the User, who has a distinct set of properties including those captured automatically and those passed to Heap via addUserProperties. Each user has several sessions, and each session has several events. This makes Heap especially useful to customer centric roles like a CSM. Heap gives you an in depth look at an individual user and allows you to walk through each action they take within your app or site. Heap automatically captures each click, input change (text boxes, radio buttons, checkboxes, etc.), form submission, and page view so you don’t need to worry about defining all important user interactions upfront. Each act a user takes on your site is captured so when you need to analyze a user interaction, like clicking a ‘Contact Support’ link, you have a complete data set.
Before you dive into Heap, make sure your dev team has implemented our Identify API so that you have a complete picture of the customers you are analyzing. Identify can pass any identity to Heap such as an internal user ID. Implementing addUserProperties, will allow you to pass information along to Heap and attach it as a user level properties. Examples of values that may be valuable include: internal user id, email address, account number, plan type, contract renewal date (as a timestamp), business segment (SMB, enterprise, etc.), and account manager. Implementing Identify will allow you to analyze user behavior based on any of these properties as well as segment users into different categories.
Once Identify is called, all the actions a user has previously performed will be associated with a unique identity. This lets you track a customer's user experience from pre-sale through to onboarding and full active usage.
Creating a Segment of your clients
After you have implemented Identify it is easy to define a subset of users as your clients. Once you have created a segment of your clients, you can add a filter for In Segment My Clients in any analysis view. To build your segment of clients, simply add filters based off of the user properties that determine whether or not someone is your client. In this example, we have passed in the value Account Manger, so we can simply add in a filter for Account Manager equals Your Name to create the segment. Other possibilities include adding OR filters for email contains companies on your account or account ids.
The List View is one of the most valuable features of Heap. It gives you a step by step view of a user’s journey through your product. At a high level you can see the frequency of sessions, the number of events, and how long a user is spending in product. From here, you can trace the steps your customer took by expanding the session. You can get a more information about each event by clicking it. A modal will pop up giving you context about the page they were on, the referrer of the unique session, and more. In the List View you can look at a subset of users by adding filters for any actions users have or have not done, as well as any user level properties.
One of the best use cases here is generating a list of your clients who have not completed onboarding steps so that you can proactively reach out. To do this:
- Go to the List View and add a has not done filter for each of the events in the onboarding process.
- Click AND to toggle the filters from and to or (this will allow you to account for users who have not completed one or more of the steps)
- Run the query
If you have passed account manager or CSM as a user level property, you can narrow this list to only include your clients by adding another filter for Account Manager equals ‘Your Name’, or if you have created a Segment, In Segment Taylor’s Clients . You can export this to a CSV by clicking the export button.
You can also combine these filters in a variety of ways to get a sense of active/inactive customers. For example, you may want to see what users have logged in in the past month, but haven’t performed any KPIs - which depending on your product could range from submitting a document to adding a friend to creating a project in your app. Simply combine has done and has not done filters bounded by the day, week, or month until you narrow your list to the desired set of users.
Cross company adoption is key to maintaining a healthy relationship with your customers. One way of ensuring members across multiple teams are using Heap is to examine the list view after filtering for Account ID or In Segment Your Clients. This will display a list of all of the users on the account sorted from most recently viewed to inactive users. You can peruse each user’s actions and page views to determine:
- What features is each user using?
- What pages are they looking at?
- How many events usually occur in each session (just logging in vs. exploring functionality)?
- How frequently are users logging in?
From here, you can target your approach to rebuild contact or increase usage based on patterns and trends you see.
Reactive Support Analysis
Solving clients’ problems is a big part of the job, but going back and forth via email to gain the proper context can be tedious -- not to mention a waste of time. The List View enables you to recreate a customer’s steps so you can identify the root of the problem and clarify any misunderstandings. First create a filter for the customer’s user ID or email address (however you are identifying users internally), and run the query. Then identify the session that corresponds with the time and date of the email. You can follow the steps your customer took, and see exactly what they were doing before they submitted a help ticket. Once you have identified exactly where they went wrong, point them in the right direction or towards any resources that can clarify the correct behavior.
Who is performing Key Performance Indicators?
Within your product, there are several actions users can take that correlate with a Healthy account (your KPIs). To get a pulse on the number of times these events are occurring in your accounts graph the KPI(s) and add a filter for In Segment ‘My Accounts’. You can adjust the date range to fit the time period you want to analyze by selecting a value from the drop down or choosing a custom date range.
By taking this one step further you can see how many users in each account have performed these KPIs. First, graph your KPI and add the filter to narrow down your list of users to your clients. In the right hand corner check the unique button to toggle the graph from event counts to number of users. Last, add a clause for group by Account Email to get a break down of the number of users who have complete (Account Email should be substituted with property that defines accounts).
Understanding your users’ interests and questions
In addition to KPIs, other valuable metrics include the number of users looking at resources such as documentation or clicking a help button. You can even view the most popular documents viewed. Make sure you have an event defined for
Viewed Documentation. Typically this is done by going to the events tab and creating a Page View event. If this is not done yet, follow the steps below:
- Name your event following the naming convention
- Select type view page
- Type the url to your documentation in the text field followed by an asterisk. A couple examples are shown below a. /docs/ b. /documentation/ c. /guides/*
From here you can click Analyze this event in Graph, or go to the Graph tool and select the event from the drop down. Next, group by path or title and run the query. Depending on your site’s structure, this will give you the breakdown of the most popular documentation pages. From here you can plan webinars and customer events revolving around topics your clients care about.
When do your users need help?
Apps can be complicated whether they are on your phone or on the web, and it is important to understand where users have difficulty so you can provide proper education and training around features going forward.
Investigate expected user flows through your app
You can use our funnel tool to investigate common flows through your app, whether it is an onboarding flow or a common function like uploading a document or creating a project. In the funnel, add each step in the user’s flow. Areas of drop off provide a signal that you might need to focus on training or providing resources regarding a certain feature.
When are users reaching out?
Another signal that can trigger you to provide trainings, webinars or in app tooltips is looking at when your customers are clicking chat or email support. Graph your “Contact Support” event (for help defining this see our defining events guide, and if you use a chat program like Olark or Zopim connect your dev team to support@heapanalytics to help set up manual tracking for these events). Next, you can group by path or page title in order to see what pages clients are on when they reach out. When changed to a table view you can see the most popular pages people click help from.
It is also useful to graph “Contact Support” and view how the volume of in-app support requests changes over time. Does the volume increase around product releases or downtime? Is there something you should be doing to educate your users in lieu of these trends to eliminate tickets.
How does CSM interaction correlate with conversion/retention?
You can also measure the relationship between contacting support and retention. In Heap’s retention tool you can select a start event and return event. In this example we’ll use session to session, measuring whether or not users are coming back, but you can modify this from KPI to KPI as well. Once you have selected event 1 and event 2, group by Has Done Contact Support. This will divide users into two groups, those who have contacted support and those who haven’t, and you’ll be able to see whether contacting support has a significant positive correlation on retention.
You can also group by Count of Contact Support to analyze the relationship between the number of times someone has clicked “Contact Support” and the percentage of users retained.
This logic applies to Heap’s funnel and graphing tool as well. You can analyze if contacting support increases a the number of users who successfully complete product flow, interact with a certain feature, or end up converting.
Other Important Docs
Heap automatically captures the Target Text of buttons and links in our Visualizer. If you want to attach metadata from the page, use Heap's snapshots feature. Without code, you can use the Event Visualizer to capture copy, form field values, or any other information stored on the page and attach it as an event-level property. This is a great way to implement A/B testing based on copy.
Use a guide to properly define events, and check previously set definitions. This is a great read for anyone new to the team or anyone who wants to ensure their accuracy!
This guide is a great way for the marketing to get started with Heap. It covers topics such as conversion funnels, attribution channels, segmenting users, and understanding Heap's data model in order to help make important decisions about campaigns, advertising spend, and targeting user profiles.
Have any more cool use cases you'd like to share or use Heap to solve? Contact us here at email@example.com or if you'd like to give Heap a test drive, start a free trial today or email us at firstname.lastname@example.org.