We spoke to Ken Fine, President and COO of Heap, an analytics platform that helps product, marketing and customer success teams build exceptional digital experiences that convert and retain users.
What attracted you to Stacks?
To start, I’m passionate about great customer experiences. In To deliver it in the digital age, product, go-to-market strategies–and to develop the methods that you use–must be relentlessly challenged.
It is important to know that I have always believed that high performing teams should start with a clear focus. It sounds normal, but to be successful, you need to have a blueprint for growing the business.
Heap’s mission of empowering organizations to build the best products for customers is realized by our ability to provide insights that give teams clear direction on what to focus on–The elements of the blueprint that are critical to getting it right. Then, once teams have a strong blueprint, we give them the tools to successfully iterate as we scale.
How has the company grown during the pandemic?
There is no doubt that the disruption of the pandemic created a Darwinian phenomenon for businesses–including heaps. Some organizations were well-positioned for the new digital-first world, some died out, and others adapted.
Heap’s initial response to the COVID-19 plan is probably similar to the response of most businesses: We lowered our forecasts, we took stock, and chose more concise, deliberate action based on what we (data) deemed necessary. Such a reaction is survivable and understandable given the circumstances.
What happened next is truly a testament to the promise of data and AI working together.
When customers already using Heap were able to quickly uncover unknowns, they were able to pivot aggressively and commit to a digital-first product experience called Pandemic. And that’s where the heap doubled-down.
We threw our weight behind digital-first customers and prospects as they prepared to adopt it. Digital-first companies weren’t just surviving, they were thriving. The pandemic just catalyzed Heap’s mission (and in turn, our growth), and I believe the market, and this new product experience, is better for it.
what’s more; Despite the vaccine rollout, the marketplace still needs businesses to adapt. The ‘new normal’ isn’t a temporary guest. We are seeing the flywheel impact as companies continue to deliver superior experiences that set the bar across all sectors.
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What have been the challenges of working to become the go-to analytics provider?
There are a lot of big problems to be solved in the field of big data. how do you hold it? How do you store it? How do you control it? Simply put: a well-known analytics provider should make all those processes concise and easy; But I think we can all agree that the most obvious challenge to solve is how customers can Use Their data, in said tool, in a way that deeply impacts the business?
Heap’s quest to make data science and AI work didn’t start in a vacuum where engineers worked together to decide what people needed to make an impact from insight. Heap truly embeds teams with our customers; We created experimental think tanks where we can apply the method we promote Together: Hypothesize, test, learn and iterate.
This approach allowed us to get real-time feedback about the real needs of digital product owners who actually want to use their data and make decisions with it. We have learned that when a client uses our analytics software, they are not getting the insights that motivate them to restart their business. Instead, they are provided concrete examples of small and subtle changes throughout their digital experiences that have a substantial cumulative impact. once we understand How Our customers can use Heap to influence their business, Then We produced it. Stack is not here to give our customers the bells and whistles–We are here to deeply understand their customers and help them build valuable products.
What can we expect to see from Heap in the future?
The last two years have been about constant change and the change needed at that time. As we are still operating and living within rapid change and the unknown, customer trends are evolving faster than ever.
The companies with the best signals are the ones that are best positioned to move quickly and continue to grow, withstand or even thrive in the face of constant change. most direct signal is customer behavior. With this in mind, Heap is developing technology that will fundamentally change the way teams think, and work consistently within Turbulence.
Soon, teams will be able to measure things they’ve never been able to do before (because there was no way to do it). For example, what if the product team could measure a user’s level of effort to navigate from the beginning to the end of a journey? What if product teams have a metric that clearly defines friction as a reliable benchmark metric? How will this product transform investment? Soon, we’ll know.
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