Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014
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Aviva's talk from Warm Gun 2014 - why Ready, Fire, Aim can backfire, illustrated with a story about collecting customer feedback on a new experience. Includes thoughts on tying customer feedback channels to user needs and business goals, and pitfalls to avoid when building customer feedback channels.
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Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014
- 1. What Happens If..? vs. What The Heck Just Happened? Thoughts about Customer Feedback Data @avivaux
- 3. 3M Frito-Lay, a unit of PepsiCo Amdahl Hewlett-Packard Amoco IBM Avon Products Intel Boeing Johnson & Johnson Bristol-Myers Squibb Kmart Caterpillar Maytag Dana McDonald’s Data General Merck Delta Air Lines National Semiconductor Digital Equipment Procter & Gamble The Walt Disney Co. Raychem Dow Chemical Schlumberger DuPont Texas Instruments Eastman Kodak Wal-Mart Stores Emerson Electric Wang Labs Based on interviews with:"" AvivaRosenstein@avivauxWarmGun2014 3
- 10. Make it easy for the user: just give them a text field box... Simplify development; ! email the text entries to a shared team alias…! AvivaRosenstein@avivauxWarmGun2014 11
- 14. Most users don’t care about a company’s organizational structure or internal divisions of labor. They will communicate their needs through any channel available. And they usually expect organizations to share that information internally. AvivaRosenstein@avivauxWarmGun2014 15
- 15. Data “User Experience Design is not data-driven, it’s insight-driven. Data is just raw material for insight.” Andrew Hinton (@inkblurt), 2009 AvivaRosenstein@avivauxWarmGun2014 16
- 16. Insight: an understanding of cause and effect, based on recognition of relationships and behaviors within a specific context AvivaRosenstein@avivauxWarmGun2014 17
- 18. Customers don’t care about a company’s organizational structure or internal divisions of labor. They will communicate their needs through any channel available, and they expect organizations to share that information internally. Collecting customer feedback, by itself, has no ROI. Value comes from deriving useful insights and closing the loop with the customer. AvivaRosenstein@avivauxWarmGun2014 19
- 19. Image credit: TruScribe for Weird Al Yankovic’s Mission Statement: http://www.youtube.com/watch?v=GyV_UG60dD4 HOW IN-PRODUCT FEEDBACK HELPS STARTUPS! AvivaRosenstein@avivauxWarmGun2014 20
- 21. Users’ feedback is usually about: • Billing or account problems • Problems using the system • Suggestions for improving the product Once in a while, they even say nice things: ! This was the easiest signing program I have ever had to use. It was totally fast and I didn't have to call the customer service support and stay on the phone with a rep. for hours to get my document signed and sent. WONDERFUL program!!!!!! Actual User Feedback! AvivaRosenstein@avivauxWarmGun2014 22
- 23. Other approaches to getting user feedback: Phone or email conversations with customers Social Media Ad hoc surveys and focus groups AvivaRosenstein@avivauxWarmGun2014 24
- 24. My Top Goals for Collecting Feedback Validity Produces unbiased, trustworthy data Delivery Easy to share insights with team members Retention Knowledge retained in the company Usability Won’t pollute the user experience Scalability Easy to implement, uses resources efficiently Contextual Channel accessible from within the service " AvivaRosenstein@avivauxWarmGun2014 25
- 25. Validity Delivery Retention Usability Scalability Contextual "" "" "" "" """ "" "" "" "" "" "" "" "" "" "" Social Media Customer Calls Focus Groups In Product Surveys Ad Hoc Surveys AvivaRosenstein@avivauxWarmGun2014 26
- 36. Open Ended feedback + metadata Parsed into custom variables Imported as record by survey tool Live Reporting/ Dashboard Alert Logic (to PM) Imported to customer record in CRM Alert Logic (to AM) AvivaRosenstein@avivauxWarmGun2014 37
- 39. What just happened? vs. What happens if...? AvivaRosenstein@avivauxWarmGun2014 40
- 42. September, 2014 101 Startup Failure Post-Mortems AvivaRosenstein@avivauxWarmGun2014 43
- 43. 42% 29% 23% 19% 18% 17% 17% 14% 14% 13% 13% 13% 10% 9% 9% 8% 8% 8% 8% 7% Top 20 Reasons Startups Fail AvivaRosenstein@avivauxWarmGun2014 44
- 44. 13% 14% 17% 17% 42% Product Mis-Timed Ignored Customers Need/Lack Business Model Poor Product Quality or Usability No Market Need for Solution Primary driver of startup failure: Lacking insights into customers’ needs AvivaRosenstein@avivauxWarmGun2014 45
- 45. Find Out Who is Affected Identify Themes and Patterns Collect Data Map Causes and Effects Rapid testing User Feedback Measure Impact Refine Strategy Definition Discovery Develop Deliver What To Do & Why How To Do It LaunchIdea or Vision Opportunity Aligned to Objectives READY AIM FIRE AvivaRosenstein@avivauxWarmGun2014 46
- 47. Idea HELP STOP PREMATURE IMPLEMENTATION! Development Launch Occasional nerdery: @avivaux Thank you for listening! AvivaRosenstein@avivauxWarmGun2014 48