Who Should have Access to User Engagement Data?
In short — everyone.
User Engagement is a team sport. Everyone from Engineering to Customer Success to Sales plays a role in driving user engagement and, as such, should stay very much in tune with how users are actually using a product. Because — the fact is — when everyone in an organization is aware and in-tune with how users are using a product, you simply build a better product. And a better business.
But too often, this user data doesn’t reach much beyond the Product team who, generally, have some tools to access this info.
But it doesn’t have to be this way. In today’s age, this data is much easier to access. Great services like Segment (and others) are democratizing this data — making it possible (and realistic) for this data to help engage and inform teams across an organization. And this is why we built Relay — to help make it even easier to give every team access to this data in a place they are already hanging out — Slack.
With that said, we know that each team has different needs when it comes to information on user activity. Each team needs to know about different types of activity, at different times, for different reasons.
And this is why Slack is such a tremendous platform for distributing this information. Your teams are already organizing their collaboration in different Slack channels in ways that are relevant to them. And Slack's notification infrastructure is perfect for making this information timely and actionable.
With that said, here are some general tips for how different teams can (and should) use Relay:
First and foremost, obviously, is the Product team. They have tools for analyzing user data, but that doesn't mean they can't get value out of seeing htis data in Slack - where they can talk about and plan around it.
By keeping in touch with usage around specific events in Slack, Product teams can not stay on the pulse of their users, but collaborate on this information in between product meetings.
A few events you should have in your #Product channel...
- Onboarding Steps: onboarding is so important that Product teams should know exactly how each user is progressing and where common sticking points lie.
- Specific Feature usage: Product teams should be monitoring activity around any major feature.
- New feature usage: usage of new features is particularly interesting for Product teams.
- A/B Testing events: Product teams who are A/B testing UX elements should monitor this usage in order to make quick decisions around optimizing these decisions.
Depending on nature of the product and the volume of events, these updates should be monitored in real-time...or summarized in daily updates.
2. Customer Success
It's essential that your Customer Success team stays in constant touch with how users are using your product. These product events can define how Customer Success does its job.
Great CS teams are intimately in-touch with how specific users are engaging with the product. Some of these activities, like new signups or specific feature usage will require immediate attention, while other activities are very informative and helpful in painting a picture of how people are using the product. Having this information in Slack allows the team to organize around support efforts.
A few events you should have in your #CustomerSuccess channel...
- New Signups: new users often trigger actions for a CS team. In this case, they need to be alerted with each one - especially if these are new users from an existing account.
- Onboarding Steps: CS teams may want to step in and help when users get stuck during onboarding.
- Support tickets created: great to have these sent to Slack. Helps teams collaborate on these issues.
- Specific Feature usage: CS teams may want to stay in touch with specific features that are important for long-term engagement (or predictors of churn).
- Upgrades: celebrate wins!
- Downgrades: put out fires!
Sales? Sales and User Activity? Really?
Yes - absolutely. In today's age, it's essential that the a Sales team is in touch with how their accounts are using the product. This information can help drive follow-ups and engagement strategies that CLOSE MORE DEALS.
Knowing exactly how the users of an account are using your product is essential for the salesperson working that account. If their using it. When their using it. How their using it. Etc. In sales, knowledge is definitely power. And all this knowledge is essential.
A few events you should have in your #Sales channel...
- Logins: even knowing when specific accounts login to a product may help trigger a timely follow-up.
- Specific Feature usage: Sales team knows which features are important to an account - so understanding if these features are being used is essential.
- New signups: when new users from an account signup, sales needs to know.
- Upgrades: celebrate wins!
Engineering teams can use Relay to not only insure that user events are hooked up correctly, but also to receive important system events as well.
A few events you should have in your #Dev channel...
- Exception summaries: you can schedule these hourly or with daily summaries.
- Important system failures: obviously, real-time alerts of system failures are essential.
- New feature usage: help the team feel good when new features start being used.
- Upgrades: everyone should celebrate!
Growth teams are focused on growing usage and engagement. So...this team must connect their efforts with specific user activity.
A few events you should have in your #Growth channel...
- New Signups (with source details): part of their goal is to drive signups - so it makes sense to monitor this.
- Invites: often, growth teams utilize referrals and invite mechanisms to drive growth. They should monitor these events.
- Downloads: when e-books and whitepapers are an important part of a strategy.
- Specific Feature usage: often Growth teams are trying to drive usage of a specific feature.
- Upgrades: celebrate!
Whether it be out of curiosity or with the goal of keeping a pulse on their business, Management - right up to the CEO - need updates on product usage.
While Management may not need or want a steady stream of updates, but they should get daily updates of important events.
A few events you should have in your #Management channel...
- New Signups: always great to get a daily update on signups.
- Logins: as a proxy for usage.
- High-value feature usage: Management should be aware of features that are important to engagement.
- Upgrades/Downgrades: anything tied to actual business metrics is essential for Management.
The reality is that, in today's software world, user engagement is the foundation of success. Retention, growth...and ultimately value all starts with an engaged user base. This is why it's important that an entire organization stay in touch with how users are actually using a product.
And there is no better platform than Slack to serve as the interface for this information and the collaboration around it.
To learn more, check out how Relay can help.