Building products is hard, and understanding your users holistically is even harder. Product leaders spend precious time and resources trying to answer questions like what are users doing, how do they feel, and what drives them. Adding user insights to your product development process is critical to prioritize the right features and improve them in the right way.
In order to collect the right insights to inform your next product or feature improvement, you’ll need to get insights from the right people. And when your customer data is readily available, you can segment and target your in-product surveys to get the most impactful insights from the right people. You’ll get the best results by leveraging all of your customer data in your user research and using that information to optimize your Sprig surveys.
Getting Started with Surveys
Sprig makes it really easy to embed surveys directly in your app or website so you can receive contextual feedback on new products or critical user flows (e.g., onboarding and checkout processes). With 85+ templates and their new Community gallery, you can get up and running collecting product insights in no time, taking inspiration from Lenny Rachitsky or User Interviews, who have shared their templates. Ultimately, this helps you better understand your users’ needs at scale, surface and solve pain points before they arise, and rapidly test and build out products that provide immediate ROI.
The ability to personalize in Sprig is directly correlated with your ability to ingest rich customer behavior into the platform. With disparate customer data comes a fragmented and disconnected understanding of your customer while rich customer data allows you to segment easily, target precisely, and get the most insights out of the users.
Warehouse-Based Personalization
In most cases, all of your customer data (across all of your sources), including your events, is centralized in your data warehouse. After all, this is where your data teams model and transform it for analytics use cases. Often this includes user-defined audiences based on custom data models, including LTV, MRR, ARR, churn score and likelihood to purchase..
By using a warehouse-first approach, you can pair your user events with other relevant first-party data from additional data sources, whether that’s a conversion from an ad campaign, billing data from your finance tool, sales interactions from your CRM, or even tickets from your support tool–all of this data is extremely relevant. While event-based personalization is extremely useful, it doesn’t give you access to all of the relevant first-party data you can layer on to power your personalization.
Additionally, you likely have other valuable first-party data like job title, account size, industry, open tickets and active deal cycles that is extremely impactful when it comes to targeting specific users.
By syncing custom audiences defined in your warehouse to Sprig, you can up-level your personalization and improve your targeting capabilities for your survey with hyper-specific audiences. Here are a few examples:
- Testing multiple product features with Enterprise customers
- Evaluating user experiences based on job titles
- Streamlining onboarding based on account size
- Identifying why customers churn before they do
- Targeting specific industry verticals with new feature requests
- Grouping audiences by features used
- Optimizing the experience for first-time users
In the past, moving data out of the data warehouse and into operational tools like Sprig was extremely challenging, but thanks to the introduction of Hightouch and Reverse ETL, this is no longer the case.
Hightouch is a Data Activation platform that runs directly on top of your warehouse and syncs data to 150+ destinations. With Customer Studio, you can easily build and explore audiences and sync them to the destination of your choosing.
This warehouse-first approach introduces what’s known as a Composable CDP architecture, unlocking the data in your warehouse and making it available to any business team.
If you want to learn more about how you can use Hightouch to optimize your Sprig surveys, you can schedule a demo or create a free workspace to get started today!