Announcing Simpo Segments. The Power of Relevance.

Written by 
Yuval Karmi

Segments inside Simpo’s platform gives you the ability to show the right information to a specific user group, at the right time for successful onboarding and adoption. Ultimately it’s about relevance and timing.

We've very excited to share that we just launched a new release with our Segments feature in our platform. Thanks to our customers and prospects for providing valuable input. If you want to see the power of relevance - start a trial today.

Can you describe the Segments feature in a short sentence?

Segments inside Simpo’s platform gives you the ability to show the right information to a specific user group, at the right time for successful onboarding and adoption. Ultimately it’s about Relevance and timing. 

Who benefits from this?

Oh multiple stakeholders! But let’s break it down for a better understanding.

For anyone using Simpo, say a SaaS Product Manager, they now have the ability to create first time onboarding experiences, relevant to a specific user population. A product manager can create different experiences for later stages in the journey for that same group that are tactful and timely. Ultimately you want to nudge the user to the next natural step on their journey.

Customer Success Managers can now target accounts based on specific needs within those accounts or match individual users inside an account. Segments give teams tremendous power and flexibility. You set the rules based on what’s interesting, useful and relevant to your user community. It’s really about putting the control directly into the hands of CSMs.

Last but not least, the end-users are now exposed to content and information that is useful, relevant and timely. Of course, this should help to move the needle on their jobs to be done, so they reach successful outcomes.

To clarify, you’re saying product teams will care? Share an example of how they would use it.

For the most part product managers are responsible for building stuff. It has to be relevant for users. It may be focused on one particular part of the journey, such as onboarding.

By contrast, a Growth Product Manager may care about expansions and upgrades. Segments give product teams the power to directly target a group of users that have specific traits such as job title or users at accounts of a specific size or geographic location. For example, you may want to inform users about a new GDPR capability and so it’s only relevant to those operating in Europe. A lot of experimentation can take place here and that results in fast learning for all teams, including product managers.

What’s the power of building a segment?

Great! So let’s explain this further. Segments gives you the ability to create unique journey experiences that are relevant to specific users, based on organic changes occurring with your business. 

With Segments, you define a group based on user behavior with your own product or, filtered by how the user is engaging (or not) with the onboarding touches. We call these Tools inside Simpo today.

Let’s describe how you’d build a segment. Let’s say you want to target all first time users. For users that have logged in only once, so they’re brand new. You want to build out a series of touches using Simpo Tools that you can save for later and use for all first time users. 

Or you may want to target users with specific content who clicked the Configuration button. In this case, you’d build a segment with specific rules such as “send this announcement to all users with Activity  = clicked Configuration, Ever.


Will this make teams more efficient on a day-to-day basis using Simpo’s platform?

Absolutely. Previously, a Simpo user would talk to their dev team who then had to create code and pass in some parameters based on traits or activity that you cared about. Then you would have to remember that parameter detail and manually enter in Simpo as you built out a segment.

Now with these new enhancements, you still need to engage your dev team but as soon as the info passes into Simpo, you see this via the drop down menu option. There is no need for manual entry. It’s faster and less error-prone.

Not only is it more user-friendly, you also have greater control over tailoring content. It’s not only based on user traits but also activities including what they are doing with your product usage as well as what they are doing with the engagement and onboarding steps. It’s triple-facted if you like!

Can you give us more use-case examples of how a user would deploy Segments?

Yes. Truly the power of Segments is unlocked the more you actually use it. There’s no limit on the number of permutations you can execute against. Let’s break this down to three types of use-cases:

  1. Tactful: As we said, relevancy is key. So you have to be thoughtful about what you expose users to, especially in the early journey phase. A first time user signups and starts activation. The user sees a walkthrough which makes sense. By contrast, a bad experience would be seeing an announcement about a new feature. The user really doesn’t care because everything is new! With Segments, you can specify; only show this if the user has completed a first time onboarding experience.
  1. Continuous onboarding: With Segments, you can easily string together multiple steps or touches. Did the user finish the specific steps? This might be setting up their profile, which makes total sense before suggesting they create an advanced profile. 
  2. Timely: Logically sequence touches. For example, once a user has uploaded an image or used a specific feature, it would only make sense to show a micro announcement that explains how you can do more with that particular feature, such as crop an image. In other words, don’t suggest how to crop an image, if they haven’t uploaded one yet.

What did Simpo users do before and what was the experience like?

Yeah, it was manual and users didn’t have the degree of visibility or the flexibility to build out well defined segments, applying rules-based rigor. Now you can see which parameters are passed into Simpo and there is no need to manually enter the parameters or traits for which you want to build your segment on. Simpo remembers these parameters and activities. Bingo! It’s all there now. 

Does this apply to all Simpo push touches?

Absolutely. You have announcements, walkthroughs, surveys, NPS and as I said, you can string all these touches together for an amazing user experience. For example you could build a segment with users that gave a low NPS and then encourage more product usage through a series of walkthroughs and announcements.


What’s the feedback so far from customers?

Early feedback has been really solid. We’ve received a big thumbs-up. We’re delighted as this is a great unlock, especially for growing customer success teams where individuals can independently work to control their book of business. Now their hands are untied and they can truly make an impact on their users' journeys.

In one word what is the power of Segments?

Relevance.

What’s coming next from Simpo’s engineering and product team?

We have three upcoming projects that we’re pretty excited about.

  1. Data: It will be much easier to get data in and out of Simpo, no matter where the data lives. The right data really unlocks the power of relevance and personalization.
  2. Seeing is believing: It will be easy to visualize the sequence of touches and content delivered and ultimately how users are engaging with it.
  3. Embeddables: Users can do so much more with pull information. We’re seeing a lot of interest for this from existing customers.

What did you enjoy the most about building this feature?

All the different aspects which it enables users to do going forward. Segments unlocks more value giving all users the fine-grained control they need. Ultimately more power to impact their users journeys. This feature really amplifies the power of all capabilities inside Simpo today. 

To see Segments in action, check out this short video.