Did Sheila get the answer she needed when she emailed our support team? Did Joe spend more in store this trip compared to last trip? Did Jess find the right features after downloading our mobile app?
With the mind-blowing proliferation of tools designed to help manage each and every aspect of the customer journey, it can be easy to get siloed into thinking about how one tool or team interacts with a customer.
But Sheila, Joe, and Jess aren't thinking about their interaction as a support experience, or a store experience, or an app experience. They're think about their experience.
The better questions look at overall experience from a customer's perspective. How did Sheila's email exchange with support last month impact her in-store purchase behavior? Did paid ads and email marketing influence the timing of Joe's trips to our stores?
“But the data about all these different interactions lives in different tools!”
Your customers don't interact with your tools. They interact with your brand.
To start building out a customer-centric approach to data analysis, you have to bring all of your data together in one centralized place.
Historically, this has been an option limited to the companies with lots of resources: those with deep pockets and large engineering teams. The proliferation of all these purpose-built tools that marketing, and support, and product, and operations rely on has only exacerbated the problem.
The good news is there are new tools (ah, the irony!) cropping up to solve this problem.
Hello, Segment Sources
Today we're excited to extend our partnership with Segment as they launch their new Sources product. Segment Sources solves the problem of fragmented data by helping you pull this data into a single warehouse, without building and maintaining costly ETL processes.
Just add your credentials for cloud apps like Salesforce, Stripe, and Zendesk into Segment. Then connect your data warehouse. Segment will start syncing your data in minutes. No code required.
The analytics team over at Instacart is just one of the teams putting Segment's new product through its paces. "With Segment Sources, we're gathering new insights about our customer experience,” says Che Horder, Instacart's Director of Analytics. “Combining Zendesk with purchase data, we're analyzing how interactions with our Customer Happiness team affect purchase behavior and long term retention. And that's just the start.”
Making centralized data actionable
For a little inspiration, we've put together a few examples of reports you can build in Mode using Segment's Sources recipes. To explore the charts and underlying queries, click “Results à la Mode” on the bottom left of the report. You can then clone the reports into your own organization and tailor them to your Sources data for instant insights.