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I don't get this. How is viewing individual customer activity supposed to be useful? Outside of a very few companies, any reasonable level of success is going b
by noelwelsh 14y ago
I don't get this. How is viewing individual customer activity supposed to be useful? Outside of a very few companies, any reasonable level of success is going bring far too many customers to make this practical. It seems like a feature that makes for great marketing copy but is practically useless in real life.
- mrkurt 14y agoIt's pretty amazing as a support tool.
- aliisanola 14y agoActivity feeds can give you great insight into what individual users are doing so you can test out your hypotheses in funnels and see if large swathes of users exhibit similar behavior. For example, one client noticed that users were scheduling appointments by clicking "day" 20 times rather than clicking "month." They made a UI change to the calendar and saw their booking rates go up. This is also incredibly useful for providing stellar customer support. As an example, Dollar Shave Club is using Activity Feed to see exactly where a user is, which browser and OS, and what they've done recently. For example, if a user claims to have changed plans, the customer support rep can see what buttons the user clicked, what the old plan was and what the new plan is. They say it has made them much more efficient and effective when dealing with customers.
- loceng 14y agoI wouldn't forget the value of it being an easier way to digest / consume information.
- adrr 14y agoWe use Mixpanel's Activities to determine issues with our funnel and also for customer service issues. Combined with all the cohort data, we can easily view activities of people who cancelled, changed plans, subscribed etc. So far its worked quite well and helped us improve our site and optimize our users experience. There is a blog post about us on Mixpanel's blog. http://blog.mixpanel.com/ http://blog.mixpanel.com/
- clebio 14y agoBesides tailored customer support interactions, this is useful for characterizing cohorts. You would use aggregates to identify customer groups and interesting business insights -- 'one geographic region produces more order completions than another' or 'low purchase price customers initiate more support interactions' -- and then use something like this activity feed to discover the narrative behind samples from those clusters. The aggregate stats give you the high-level business logic, while this use-case view tells the story behind how those overall traits arise from single user actions.
- WadeF 14y agoThis is great for lead scoring. Makes it really easy to see who might be on the verge of buying The Expensive Plan and lets you personally contact them for follow up.
- jeffchuber 14y agoIt allows you to build intuition of the actual singular customer profiles that are using your application. It's ineffective to design for a group. You have to design for a person. So this allows designers and developers to say "Ok - given what we know about Sarah - what is she trying to accomplish and how can we make it easier?". Currently the best way to do this is to hire a qualitative user researcher or be good at it yourself. And it's really hard to get good honest data and enough data to matter.
- josephlord 14y agoSampling. You don't have to follow every individual path but if you look at a few you can draw out common themes that you can then potentially verify with a statistical analysis of all the users (or a bigger sample at least).
- jpkeisala 14y agoI can see this lead generator tool.