A day in the life of Customer Success Operations at Union Metrics

At Union Metrics we work hard to build the best products we can in the world of social media analytics, and that takes a lot of different talents. So one employee at a time we’re sharing what a day in the life of our jobs is like. 

Seeing a name like “Customer Success Operations” gives you an idea of what kind of work goes into that role, but there’s nothing better than an explanation from the person who lives it to understand it. With that, we give you a guest post from Paul Fennell, who handles customer success operations at Union Metrics. 


 

The billion dollar daily fantasy sports market has been facing scrutiny amid recent charges of insider trading and unfair betting practices. The accusations stem from reports that employees were collecting information on how their customers are placing bets, and in turn, they used this information to inform their own strategies across various betting sites. It has been reported that individuals working for daily fantasy sports sites are winning hundreds of thousands of dollars with this strategy.

While accusations of this nature are by and large alarming, I found it somewhat affirming to learn that people are successful in doing what is essentially a large part of my job description.

In customer success operations at Union Metrics, my job is to gather statistical insights into how our customers are using our products. It is my responsibility to understand the ways users are engaging with our platform, from page views to button clicks, and analyze this data to help inform the experience of our customers and our decisions as a company.

Much like fantasy sports, the desired outcome of my role is placing more winning bets than losing ones. Every day I’m aggregating thousands of data points on how our customers are using Union Metrics, and with this data I am generating educated guesses on how we can add value to the user experience.

Pictured: Sports? [Image used with Creative Commons license via Chapendra on Flickr.]
Pictured: Sports? [Image used with Creative Commons license via Chapendra on Flickr.]
For instance, if I notice an increasing number of new customers are not using a particular feature, I can share this data with the product team to ensure it’s easier to access in the future. In the meantime, I can work on ensuring that this is adequately covered in new user onboarding and support materials.

In collecting data on how our customers gain value from our application, I get to help our teams inform decisions and ultimately influence every customer’s experience with our application. I get to place bets based upon the success of our most passionate customers, while at the same time helping to inform our decisions on how to best serve the greatest number of people.

Within a regulated market such as Wall Street, you’re not allowed to influence your decisions based on data that isn’t within the public domain. If you do this and you are convicted, it could land you in a federal prison for enough time to miss the next few Presidential elections. However, in an unregulated market such as Fantasy Sports or Customer Success, it is simply good business to push the odds in your favor by using as much data as possible in making your decisions.

I am likely more familiar with the teams using our software than I am on the ever-revolving door of players and teams in the NFL. Now the numbers may not seems as sexy on the surface, but to me the rate of adoption percentage for our new Echo feature is much more interesting than percentage of times the Cowboys win a home game.

I’m so grateful that my job affords me the ability to live a “fantasy life” without ever having to with through the agony of a four-hour draft; I get to crunch the numbers on customers and I get to follow the action from the front row week over week. Now to the laymen, this data may just look like a bunch of numbers, but for me our customer’s actions boil down to the statistics of my favorite teams and players.  The only difference is it’s much more likely the teams of folks using our software do not wear matching Lycra outfits (please prove me wrong here).

I love my job in customer success operations at Union Metrics. I get to play the role of fan, place all of my bets based on my favorite strategies, and still have my Sundays entirely to myself.  Now that’s what I call a daily fantasy.