Viewing User Types in Hook
A User is an individual with access to your organisation’s platform. A user type is a category given to a user based on their activity with your organisation’s product. There are key metrics for each user type, e.g. total active users. Every User in Hook has a user type.
These user type conventions are defined by Hook. User types are usually standardised across all customers, however in some cases this may be unique to your organisation. Check with [email protected] if you’re unsure about how this is configured for your organisation.
The type for a User can be found in the Users table.
Users are also grouped by type in the Users section on the Account Page.
User Type Definitions
Power User
A User who is in the top 10% of user activity in the last 30 days.
The top 10% of user activity is uniquely defined for your organisation, based on all user activity data.
Active User
A User who has had activity on the product in the last 30 days.
Influencer User
An active user who is also a key commercial contact (i.e. exists as a contact in your organisation’s CRM).
Additional customisation to this definition may occur during implementation.
Inactive User
A User with no activity on the product in the last 30 days.
Zombie User
A User who has never accessed or logged in to the product but has an account configured for them.
Every organisation will have a different definition of activity - this could be feature events or API events, for example.
Taking Action on User Engagement
User types in Hook give CSMs the opportunity to re-engage accounts and mitigate against churn risk by targeting key users based on their behaviour:
Send targeted cadences to specific user groups. For example, sending activation sequences to inactive users to drive adoption.
Understand which key stakeholders (influencers) are champions of the product based on their usage, and those who are disengaged. This helps contextualise renewal conversations.
Compare power user and active user metrics with license numbers to identify opportunities for upsell.
Related Article: Adding Users to a Cadence
❓ Frequently Asked Questions
Can a user have multiple user types?
Users can have multiple types. For example:
Power users are, by definition, also active users.
Influencer users must also be active users.
An influencer user may also be a power user.
How are deactivated users handled in Hook?
Deactivated users do not appear in Hook since they these users were disabled by your organisation. Hook only shows users that have access to the product.