Frame.io is a professional video software company that allows team members to collaborate on video projects online. Frame.io can be used in a browser or with popular creative tools such as Adobe Premiere Pro, Adobe After Effects, Final Cut Pro, Slack, and Vimeo, eliminating the hodgepodge of tools needed to review and edit videos.
Now, instead of using Dropbox for file sharing, Vimeo for video review, and email for communication, teams can utilize Frame.io for all of their communications, thereby eliminating miscommunication, preventing feedback paralysis, and accelerating productivity.
Inability to collect and manage customer profiles across the business
Frame.io needed a definitive “single source of truth” where they could unify diverse data sources that would provide the full picture of their customers. “We tracked client activity, but it was difficult to compile that stream of data into a customer's complete history for marketing and support activities. Despite all the data points, we didn't have a global picture or place to manage the customer's profile,” stated Kyle Gesuelli, Head of Growth at Frame.io.
Both the marketing and support teams at Frame.io needed a better understanding of their customers to provide personal, helpful experiences. When a customer wrote into support, their agents needed to enlist engineers to figure out what happened with a specific customer having a specific issue. The engineers would need to search through internal log files in addition to their core work. This increased the time to resolve the ticket for the customer and made the support agents less efficient.
On the marketing side, creating an effective cross-channel marketing campaign was a struggle because Frame.io used point solutions for different channels. However, each product they used for in-app, email, push, and on-site notifications had different segmentation capabilities. This meant customers could receive contradicting messages depending on where they interacted with Frame.io. The growth team wanted to continue to use the tools they had in place and also execute campaigns that drove consistent messaging based on the customer, not the channel.
Building a single view of the customer with Twilio Segment
Frame.io chose to use Twilio Segment Personas to build their single view of the customer, streamline support interactions, and synchronize their external messaging to customers.
Frame.io relies on Personas for:
Identity and account resolution Unifies user history across devices and channels into one comprehensive profile.
Trait and audience building Synthesizes data into traits, audiences, and predictions for each customer.
Activation Pushes audiences to end tools for personalized marketing campaigns and in-app experiences.
Personas automatically builds user profiles by combining customer history across devices and channels. As a result, the Frame.io support team can use Personas to securely find an individual customer’s profile to better understand their issue.
Instead of asking a user multiple questions to identify a problem, Personas offers one place for the support team to review a user’s events in a series. Gesuelli said, “Personas gives us the detail we need to solve support tickets faster. We securely search Personas for customers who have submitted tickets and can quickly get information on related events, properties, and errors to uncover issues.”
Personas also helps Frame.io’s growth team keep messages in sync. Gesuelli shared how communication with customers is now in sync because the same audiences are being used to trigger notifications across each marketing automation tool they use.
"We are confident the information a user receives from an Autopilot email matches information they receive through in-app messages from Intercom and on-site live chats through Drift because everything is powered by Personas,” said Gesuelli.
Enabling insights across customer support and marketing for a more personal experience
The customer support agents can directly access customer profiles and solve problems independently of engineering: “We've reduced handle time on complex tickets by up to 80% using Personas because agents can jump right into Personas to look at event logs without having to ask an engineer to stop what they're doing and query audit logs in the hundreds of millions of rows,” Gesuelli said.
Personas also helps the growth team create and launch automated marketing campaigns at every stage of the funnel that are tailored to one user’s specific interactions. This increases activation conversion rates and proactively identifies customers who are a good fit for Frame.io’s enterprise products.
What’s next? Frame.io plans to use Personas to drive contextual experiences on their marketing site, their web application, and their blog. For Frame.io, the ultimate goal is to drive business by funneling users through the marketing experience from awareness, to activation, retention and all the way through advocacy.
"Having our entire marketing automation programming powered by Twilio Segment reduced campaign coordination time by 50%. Moreover, the personalized campaigns that we are able to run with Personas yield results that are 50% higher,” said Gesuelli.