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How Frame.io Delivers a Seamless Customer Experience with Personas
Frame.io has leveraged customer personas to create unified customer profiles, enhancing their marketing and support processes. This approach has led to significant improvements, including an 80% reduction in ticket handling time and a 50% increase in multichannel marketing campaign performance. By synchronizing messages across channels and streamlining support interactions, Frame.io has optimized customer engagement and support efficiency.
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How Frame.io Delivers a Seamless Customer Experience with Personas
- 1. How Frame.io Deliversa Seamless Customer Experience with Personas Kyle Gesuelli, Head of Growth at Frame.io Kevin Niparko, Product Manager at Segment
- 2. Today’s speakers Kyle Gesuelli Headof Growth at Frame.io Kevin Niparko Product Manager at Segment
- 3. Agenda ● Personas overviewand key use cases ● How Frame.io uses Personas to synchronize messages across channels and streamline support interactions ● Frame.io’s results
- 4. Agenda ● Personas overviewand key use cases ● How Frame.io uses Personas to synchronize messages across channels and streamline support interactions ● Frame.io’s results
- 5. The proliferation ofdigital channels makes it hard to remember who your customers wherever they interact with you. Customer experiences are fractured
- 6. Just a fewcompanies do this well Compile information into profiles Make accessible for customer-facing teams Synthesize key attributes
- 7. Segment helps you collect,unify, and act on your data
- 8.
- 9. Optimize your marketingfunnel Acquire Engage Convert
- 10. Prospecting: Find morehigh value users Leverage data collected on any channel to create granular segments based on customer value. Use those segments to target future big spenders via lookalikes or retarget high value users who previously churned.
- 11. Engagement: Send relevant messagesin relevant channels Use in-app browsing to determine the right product or event to recommend. Combine cross-channel behaviors to pick the right channel. Retarget users that are stuck in the funnel and drive them to conversion.
- 12. Suppression: Stop spendingmoney on recent purchasers Build exclusion audiences that are updated automatically as users convert Set a time window to re-activate purchasers
- 13.
- 14. Identity Resolution ActivationTrait& Audience Building 3 Pillars of Personas
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- 16. Customer Profiles Merge historical behaviorinto one consolidated user profile.
- 17. Computed Traits Enrich profileswith computations like average order value or logins last 30 days.
- 18. Audiences Build user cohorts likehigh value users and churn risk with Computed Traits and events.
- 19. Activation Personas Profile API Advertising CRM PushNotificationsAnalytics Processing A/B Testing AttributionRetargeting
- 20. Agenda ● Personas overviewand key use cases ● How Frame.io uses Personas to synchronize messages across channels and streamline support interactions ● Frame.io’s results
- 22. Frame.io’s challenge No singlesource of truth for our customers
- 23. Frame.io’s challenge Supports teamsdidn’t have access to customer information needed to solve problems as quickly as possible No single source of truth for our customers
- 24. Frame.io’s challenge Point solutionsfor each marketing channel made it difficult to personalize across channels Supports teams didn’t have access to customer information needed to solve problems as quickly as possible No single source of truth for our customers
- 25. Use Personas todeliver universal customer profiles Universal customer profiles that include traits, events, and identity sources (email address, user ID, IDFA, etc). Frame.io’s support team also can access this information to see what actions a customers has taken while resolving their issue.
- 26. Frame.io support repsprocess flow 1. Customer submits ticket through Intercom 2. Agent logs complex request as a ticket in JIRA for engineering 3. Engineering triages ticket 4. Engineering looks into ticket - querying audit logs and transactional tables 5. Engineering responds to support days later 6. Agent closes loop with customer 1. Customer submits ticket through intercom 2. Agent searches in Personas for user’s email and reviews events at property level 3. Agent identifies cause and closes loop with customer 1-5Days 3-30minutes
- 27. Frame.io has dataspread across its marketing stack
- 28. Keeping track oftraits from events was disparate and clunky Autopilot Intercom
- 29. Use Personas todeliver consistent marketing messages Create audiences that are consistently shared across Frame.io’s stack, making it easy to coordinate messages and ads. The same data is also reflected in our data warehouse for easy analysis.
- 30. Consistent personalization +52% CTR+46% CTR STANDARD TAILORED STANDARD TAILORED
- 31. Agenda ● Personas overviewand key use cases ● How Frame.io uses Personas to synchronize messages across channels and streamline support interactions ● Frame.io’s results
- 32. Faster ticket resolution 80%Reduction in handle time on complex tickets
- 33. Increased marketing campaign performance 50% Increasein results from multichannel marketing campaigns
- 34.