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IdeaScale Case Study: Techsmith

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TechSmith provides more than 30 countries with screen capture and recording software for individual and professional use. One of their products, Camtasia, allows users to record anything they see on …

TechSmith provides more than 30 countries with screen capture and recording software for individual and professional use. One of their products, Camtasia, allows users to record anything they see on their screen and edit it into a professional screencast that can be shared instantly.

Because of Techsmith's commitment to innovation and quality, the Camtasia product is often improved and enhanced with each new release cycle. Techsmith was looking for a centralized tool for listening to their customers, allowing them to talk to each other, so that Techsmith could identify and prioritize potential new features for each updated version.

What's Inside:

Learn how TechSmith collects feedback using IdeaScale to:
Collect hundreds of suggestions for future versions
More than 5,000 votes on a variety of ideas
Creation of several new Camtasia features
Assisted PR team with crafting more focused responses

Published in Technology , Business
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  • 1. sales@ideascale.com +1 (206) 395-451 © 2011 IdeaScale
  • 2. TechSmith| Page 2 IdeaScale Communicating On Behalf of the Customer TechSmith provides more than 30 countries with screen capture and recording software for individual and professional use. One of their products, Camtasia, allows users to record anything they see on their screen and edit it into a professional screencast that can be shared instantly. Because of Techsmith’s commitment to innovation and quality, the Camtasia product is often improved and enhanced with each new release cycle. Techsmith was looking for a centralized tool for listening to their customers, allowing them to talk to each other, so that Techsmith could identify and prioritize potential new features for each updated version. With a new release of Camtasia then approaching, Techsmith began monitoring customer feedback through the IdeaScale platform. Since launching the IdeaScale feedback platform, Techsmith has • Collected hundreds of suggestions for future versions. With over 700 actively engaged users, the ideas, suggestions, bugs, and feedback began to roll in through the IdeaScale application. • Users who have voted over 5.000 times on a variety of different ideas.The level of engagement from Camtasia users has helped Techsmith gain valuable insight into the minds of their customers on a number of different subjects. • Tracked which features and suggestions were most popular. Techsmith was able to identify which bugs, needs, and ideas were most pressing because other users responded to similar suggestions. This helped to prioritize the Techsmith work"ow, saving both time and money. • Added several new features.Based on user suggestions, Techsmith has now given the users the ability to record keystrokes pressed, import and export captions, overlay graphics on a timeline, make updates to closed captioning, and much more. About IdeaScale IdeaScale has developed an idea crowdsourcing technology that empowers communities to drive innovation. The software allows organizations to involve people that matter to them by collecting their ideas and giving them a platform to vote. The most important ideas bubble to the top. More and more software companies are using crowdsourcing coupled with social media technologies to greatly increase the quality of feedback for their organization. That is why TechSmith selected IdeaScale to increase public participation and dialogue surrounding their Camtasia software product line. • Used the information generated from the IdeaScale suggestions to assist internal communications.When developing a new ad or promoting the next Camtasia release, the product team shares the IdeaScale feedback with the communications team so that they understand why customers need certain features. It gives them a direct link to the customer and context for what it means for Techsmith to add a certain feature and how the customers might use it. sales@ideascale.com +1 (206) 395-451 © 2011 IdeaScale
  • 3. TechSmith | Page 3 According to Shane Lovellette, Product Manager for Camtasia Studio & Camtasia:mac, “One of the best things about the IdeaScale solution is that it saves the team both time and debate on identifying new features for each upcoming release. We know what’s important to include as well as why. It is a place for people to constantly add and suggest new feedback and we’ve found that it’s a great way to communicate with others about why we implement those changes.” Due to the IdeaScale suggestions, Techsmith is now planning to implement several new features in their next release. As Camtasia continues to grow in popularity, as well as features, users can continue to count on a quality product that reflects their needs. To learn more about the Camtasia offering, visit http:// www.techsmith.com/camtasia/. Customer feedback According to a recent report generated by Forrester Research, Voice Of The Customer: The Next Generation, “A good Voice of the Customer program will and low-cost ways to improve customer experience which, in turn, will increase customer loyalty. Additionally, the increasing use of customer feedback will keep the company aligned with shifts in customer needs and demands during the downturn.” 1 Another Forbes article shows that loyal customers can contribute significantly to a brand’s health, saying that those brands with loyal customers “have 14.4% more customers willing to buy from them, 15.8% more customers reluctant to switch away from them and 16.6% more customers likely to recommend them.” 2 IdeaScale not only ensures that companies can swiftly collect ideas from customers, it also gives them a platform to vote so that the most important ideas bubble to the top. This allows a company to profitably respond to a consumer’s needs. Enacting those changes results in improved customer experience and loyalty which is an important asset in a challenging economy. “One of the best things about the IdeaScale solution is that it saves the team both time and debate on identifying new features for each upcoming release. We know what’s important to include as well as why. It is a place for people to constantly add and suggest new feedback and we’ve found that it’s a great way to communicate with others about why we implement those changes.” Shane Lovellette, Product Manager, TechSmith Crowdsourcing: why is it important? The concept of crowdsourcing was coined by Je! Howe and Mark Robinson in the June 2006 issue of Wired Magazine. Simply put, it is when an organization looks to the public, or a wider group, for creative ideas and sustainable solutions. In the context of employee engagement, crowdsourcing can be an elective method for gathering suggestions on how to improve internal operations. The “crowd” in this case are the employees themselves, who are given the opportunity to share and rate ideas. While some see crowdsourcing as nothing more than a new marketing trend, it has proven to be both a strategic and viable problem solving model. The real value of crowdsourcing is that it leverages the “wisdom of the crowds.” When an organization identifies a problem and puts it out there, it is seeking to harness the power of collective intelligence and ingenuity. In many cases, crowdsourcing has provided higher quality solutions than ones that could have been developed in-house by smaller teams within the organization sales@ideascale.com +1 (206) 395-451 © 2011 IdeaScale