JOIN uses Refiner across the product, marketing, and customer success to optimize the customer experience

JOIN was using Appcues as their product adoption solution and, as surveys are one of the features, they started using Appcues for surveys too. But as it got quite expensive, they decided to stop using Appcues and were looking for a new survey solution. Segment is a vital part of their data collection infrastructure. That’s why they needed a solution that was integrated with Segment both for receiving information from and sending data to Segment. The easiest way to find the right tool was for Amir to go to the Segment catalog of integrations. That’s where he found Refiner. There were other solutions, of course, but they ended up choosing Refiner because it was the only solution with a true self-serve experience and no requirement to talk to sales before using the product.

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Amir: We chose Refiner mainly because of the two-way Segment integration, being able to send surveys in email & in-product, and then obviously different types of questions we can ask and how we can send that response. I evaluated all our requirements we had for the product and Refiner fulfilled them, so we moved.

Another advantage was the pricing model. Being able to run many surveys without being limited by a number of survey responses was important.

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Amir: We prefer Monthly Active Users (MAU) because we can increase the value and use it more, not just pay every time we send a survey.

Finally, the straightforward experience also weighed in favor of Refiner.

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Marcandrea: The settings to set up the surveys are very precise and very clear. I got them right from the get go.

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Amir: The email integration also I think is pretty neat. It’s easy to use it to get the snippets and put it in emails.

Making the best self-serve onboarding experience

JOIN is a product-led company and, therefore, they are trying to make the best self-serve experience possible for the onboarding. To make the experience as smooth as possible, they gather feedback from surveys.

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Marcandrea: Our biggest survey that we have is the onboarding survey. It really helps us to understand quickly if our onboarding journey is satisfying for our customers or led to success. We have an integration with Slack where we can monitor right away if something is malfunctioning.

Evaluating their manual approval process

Although they are thriving to make the onboarding as self-serve as possible, they need to manually approve companies before they can publish job ads. It’s also an occasion for them to send a survey after this process.

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Amir: We get their feedback when they get rejected or they get approved to get a sense of how satisfied they were about the back and forth and communication with our staff. That’s another one that is more towards evaluating our operations and their satisfaction in terms of responsiveness.

Measuring customer satisfaction evolution after each iteration of a feature

Marcandrea uses Refiner to get feedback on features he manages. To see how each feature is received by customers and take action based on the reception. He’s able to feel the pulse of the customers and immediately understand if it’s working or not.

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Marcandrea: With each release of a feature, I launch the same survey again. It helps me see if customer satisfaction went up over these different iterations. If we get too many negative responses, we might revert something that we launched, because something is clearly not working.

Discovering blind spots of new features

Some features that are launched have blind spots. As Marcandrea explained, sometimes they don’t know if the feature covers everything the customer needs. By using Refiner, they are able to cover blind spots and quickly adopt what customers would like to be included.

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Marcandrea: For example, we recently launched a feature where companies can fill in their benefits and values to use in their job ads. We gave a limited list but we were not sure if we covered all the benefits and values there are. What we did is as soon as customers interacted with the list, we sent a survey to ask them if they were missing some value on this list?

Getting a more complete picture of marketing attribution

Marketing attribution is crucial to measure the ROI of each channel, doing it automatically for everything is not possible. Surveys can help in this case.

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Amir: The marketing team also uses Refiner for the attribution channel. The majority of the channels are already tracked automatically, but some aren’t so the marketing team can fill in that gap by asking customers about how they heard about JOIN when they signed up.

While they attempt to quantify customer satisfaction with numerical values, these often serve as lagging indicators. The true value they get from surveys lies in qualitative responses, which help them interpret data insights and understand the genuine problems faced by customers:

• The self-service onboarding experience is continuously refined
• Newly released features are quickly polished
• Manual approval processes are kept as frictionless as possible

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There are two ways to identify customer problems: gather user insights directly or analyze data insights. However, even with data insights, understanding the underlying problem is crucial. Refiner can assist in both these scenarios, accelerating the process of discovering customer issues.