We also included a list of the top ‘blockers’ to a customer’s activation and expansion with our product. For teams that didn’t interact directly with customers, this newsletter was their primary way to understand the customer experience.” Besides calls and an email distribution list,

“We segment our customers based on customer size, so number of employees.

For example, the executive level user is going to have a very different usage pattern than a usual manager or leader and we’re starting to look at different usage patterns and different users and making sure that they are staying on track.”

Brian Kaminski, Chief Customer Officer at Conversica, discusses how they came up with their segments through an exercise of adoption curves.138

Large enterprise customers can be novices, and SMB customers can be experts.

Most companies just look at deal value or customer size when segmenting.

“Andy described the multiple players on the company ‘team’: engineering, marketing, sales, and services. Each plays a role in customer retention. At a product-driven company, Andy estimated the engineering team has about 60% direct influence on retention, as product quality contributes most directly to the customer experience. Sales

they lacked the grit needed for the job. Others were off the charts in terms of hustle and empathy, but it would take a solid five minutes for them to get a point across. Finding someone

He’s seen the power of understanding early on how your customer defines success and how you can help them find that success early on.