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Customer Feedback:<br />Why it’s important, how to collect it, & how to convince your boss to pay attention to it. <br />E...
Customer feedback is important.<br />
Customer feedback is important.<br />So why are there no formal processes for it?<br />
What We’ll Cover:<br />Why is it important?<br />How can you convince your boss that it is?<br />What’s the best way to co...
Why Collect Feedback?<br />
It helps you know what your customers really want<br />
It helps you know what your customers really want<br /><ul><li>Doing what people want makes them happy.</li></li></ul><li>...
Happy customers mean more $.</li></li></ul><li>It helps you know what your customers really want<br /><ul><li>Doing what p...
Happy customers mean more $.
That guy who emails a lot is not representative.</li></li></ul><li>It’s out there<br />
It’s out there<br /><ul><li>People want to give it to you.</li></li></ul><li>It’s out there<br /><ul><li>People want to gi...
Letting it sit makes people angry. In public.</li></li></ul><li>It’s out there<br /><ul><li>People want to give it to you.
Letting it sit makes people angry. In public.
You listen and deal with customer issues – why not feedback?</li></li></ul><li>It shows that you give a #@%!<br />
It shows that you give a #@%!<br /><ul><li>You do, right?</li></li></ul><li>It shows that you give a #@%!<br /><ul><li>You...
Customers don’t expect companies to actually act on feedback. Stand out.</li></li></ul><li>It’s a great way to keep people...
It’s a great way to keep people engaged<br /><ul><li>60% open rate, 25% clickthrough…vs 26% and 5% for regular mail.</li><...
Brings people back who never would have looked at your product again.</li></li></ul><li>Convincing Your Boss<br />
Bosses aren’t evil.<br />
Bosses aren’t evil.<br />They just have to worry about the bottom line.<br />
But customers are the bottom line.<br />
“There will be spies from other companies!”<br />
“There will be spies from other companies!”<br /><ul><li>You aren’t your features.</li></li></ul><li>“There will be spies ...
Fine, use a private forum.</li></li></ul><li>“There will be spies from other companies!”<br /><ul><li>You aren’t your feat...
Fine, use a private forum.
(This never happens.)</li></li></ul><li>“We’ll be forced to build what they ask for!”<br />
“We’ll be forced to build what they ask for!”<br /><ul><li>Your customers are with you for your vision.</li></li></ul><li>...
Customers like “No, because”.</li></li></ul><li>“We’ll be forced to build what they ask for!”<br /><ul><li>Your customers ...
Customers like “No, because”.
It’s not direct democracy.</li></li></ul><li>“It’ll be a time suck!”<br />
“It’ll be a time suck!”<br /><ul><li>Yup.</li></li></ul><li>“It’ll be a time suck!”<br /><ul><li>Yup.
So is filing for bankruptcy and selling your Aeron chairs.</li></li></ul><li>“If Henry Ford had listened to his customers,...
“If Henry Ford had listened to his customers, he would have built a faster horse!”<br /><ul><li>That’s great feedback.</li...
The goal is to find pain points, not solutions.</li></li></ul><li>“If Henry Ford had listened to his customers, he would h...
The goal is to find pain points, not solutions.
Customers experience the pain. They know.</li></li></ul><li>How to collect feedback<br />
ASK.<br />
This is a bad place to ask for feedback.<br />
This is better.<br />
Avoid the J-curve.<br />
People (mostly) only vote when they like something.<br />
People (mostly) only vote when they like something.<br />
If something sucks…<br />
If something sucks…<br />…people just leave.<br />
Just allow upvotes. (And read the comments!)<br />
Low barrier toentry.<br />
Don’t require Yet Another Account.<br />
Make it look like home.<br />
Avoid the vocal minority.<br />
These aren’t your most valuable customers.<br />
Voting allows the shy majority a voice.<br />
Limited voting further controls the vocal minority.<br />
(Plus, it gives you a great excuse for not listening to them.)<br />
Have an escalation process.<br />
Feedback is worth nothing if shoved in the closet.<br />
Have a formal meeting where decisions are made.<br />
Votes should probably be part of it.<br />
Make sure you have the full context.<br />
Come in with issues/pain points/wants…NOT solutions.<br />
Accept that everything won’t be implemented.<br />
Be prepared to go back and say “no, because…”<br />
So, UserVoice?<br />
There are plenty of competitors. <br />
This is a UserVoice Feedback forum.<br />
Here’s how you sign in.<br />
Voting.<br />
Posting an idea.<br />
Status updates.<br />
Evan<br />Hamilton<br />@evanhamilton<br />evan@uservoice.com<br />blog.uservoice.com<br />
Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it’s Important
Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it’s Important
Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it’s Important
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Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it’s Important

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Evan Hamilton of UserVoice was a guest speaker at the TechSoup Online Community MeetUp in San Francisco. Here is his presentation where he discusses customer feedback. http://www.meetup.com/octribe/

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  • Photo source: http://www.flickr.com/photos/wongjunhao/2852994074/in/photostream/
  • Photo source: http://www.flickr.com/photos/wongjunhao/2852994074/in/photostream/
  • Photo source: http://www.flickr.com/photos/macmaxbh/4199862517/in/photostream/
  • Photo source: http://www.flickr.com/photos/b-tal/163450213/in/photostream/
  • Photo source: http://www.flickr.com/photos/blueangelblues/2213633005/in/photostream/
  • Photo source: http://www.flickr.com/photos/blueangelblues/2213633005/in/photostream/
  • Photo source: http://www.flickr.com/photos/blueangelblues/2213633005/in/photostream/
  • Photo source: http://www.flickr.com/photos/blueangelblues/2213633005/in/photostream/
  • “I’ll pass it on to the team.” – we know that means nothing. You wouldn’t do that with a bug, would you?
  • “I’ll pass it on to the team.” – we know that means nothing. You wouldn’t do that with a bug, would you?
  • “I’ll pass it on to the team.” – we know that means nothing. You wouldn’t do that with a bug, would you?
  • “I’ll pass it on to the team.” – we know that means nothing. You wouldn’t do that with a bug, would you?
  • Better than a newsletter, which you spend lots of time on. You might build feature x a week after someone leaves.Photo source: http://www.flickr.com/photos/nici-mania/2434280186/in/photostream/
  • Better than a newsletter, which you spend lots of time on. You might build feature x a week after someone leaves.Photo source: http://www.flickr.com/photos/nici-mania/2434280186/in/photostream/
  • Better than a newsletter, which you spend lots of time on. You might build feature x a week after someone leaves.Photo source: http://www.flickr.com/photos/nici-mania/2434280186/in/photostream/
  • Photo source: http://www.flickr.com/photos/moominmolly/3542790993/in/photostream/
  • And they’ve hired people (using money from the bottom line) who are experts at making products. So listening to customers can seem like a distraction.Photo source: http://www.flickr.com/photos/rhubarble/4676948934/in/photostream/
  • And they’ve hired people (using money from the bottom line) who are experts at making products. So listening to customers can seem like a distraction.Photo source: http://www.flickr.com/photos/rhubarble/4676948934/in/photostream/
  • But remember, happy customers mean a better bottom line. Reframe for your boss. Prod mgs are trying to make customers happy.So, here are boss excuses and your rebuttal.Photo source: http://www.flickr.com/photos/stevendepolo/5437288053/in/photostream/
  • Are we 12? Remember Pownce?Photo source: http://www.flickr.com/photos/dave77459/2379258591/in/photostream/
  • Are we 12? Remember Pownce?Photo source: http://www.flickr.com/photos/dave77459/2379258591/in/photostream/
  • Are we 12? Remember Pownce?Photo source: http://www.flickr.com/photos/dave77459/2379258591/in/photostream/
  • Are we 12? Remember Pownce?Photo source: http://www.flickr.com/photos/dave77459/2379258591/in/photostream/
  • No, because is way better than radio silence. Wouldn’t you be pissed if I didn’t tell you if I was coming to your birthday? Or just said “no”? Implementing something that 51 people love and 49 people abhor will lose half of them. We don’t have direct democracy in the US, and your customers will understand if you say you don’t have it either.Photo source: http://www.flickr.com/photos/cobalt/2419393067/in/photostream/
  • No, because is way better than radio silence. Wouldn’t you be pissed if I didn’t tell you if I was coming to your birthday? Or just said “no”? Implementing something that 51 people love and 49 people abhor will lose half of them. We don’t have direct democracy in the US, and your customers will understand if you say you don’t have it either.Photo source: http://www.flickr.com/photos/cobalt/2419393067/in/photostream/
  • No, because is way better than radio silence. Wouldn’t you be pissed if I didn’t tell you if I was coming to your birthday? Or just said “no”? Implementing something that 51 people love and 49 people abhor will lose half of them. We don’t have direct democracy in the US, and your customers will understand if you say you don’t have it either.Photo source: http://www.flickr.com/photos/cobalt/2419393067/in/photostream/
  • No, because is way better than radio silence. Wouldn’t you be pissed if I didn’t tell you if I was coming to your birthday? Or just said “no”? Implementing something that 51 people love and 49 people abhor will lose half of them. We don’t have direct democracy in the US, and your customers will understand if you say you don’t have it either.Photo source: http://www.flickr.com/photos/cobalt/2419393067/in/photostream/
  • Remember, customers = $Photo source: http://www.flickr.com/photos/mallix/3992014061/in/photostream/
  • Remember, customers = $Photo source: http://www.flickr.com/photos/mallix/3992014061/in/photostream/
  • Remember, customers = $Photo source: http://www.flickr.com/photos/mallix/3992014061/in/photostream/
  • Fasterhorses tells us people want to go faster. We can then decide how to solve that. Without the request for faster horses, how do you know people want to go faster? Curse of knowledge – we don’t know their pain.Photo source: http://www.flickr.com/photos/7547397@N06/4700782863/in/photostream/
  • Fasterhorses tells us people want to go faster. We can then decide how to solve that. Without the request for faster horses, how do you know people want to go faster? Curse of knowledge – we don’t know their pain.Photo source: http://www.flickr.com/photos/7547397@N06/4700782863/in/photostream/
  • Fasterhorses tells us people want to go faster. We can then decide how to solve that. Without the request for faster horses, how do you know people want to go faster? Curse of knowledge – we don’t know their pain.Photo source: http://www.flickr.com/photos/7547397@N06/4700782863/in/photostream/
  • Fasterhorses tells us people want to go faster. We can then decide how to solve that. Without the request for faster horses, how do you know people want to go faster? Curse of knowledge – we don’t know their pain.Photo source: http://www.flickr.com/photos/7547397@N06/4700782863/in/photostream/
  • Photo source: http://www.flickr.com/photos/cheesebikini/2313922404/in/photostream/
  • People put UV here all the time, and then say “Evan, why aren’t I getting feedback?” People don’t expect you to ask for feedback, so make it clear.
  • People don’t expect you to ask for feedback, so make it clear.
  • Invented by Randy Farmer (first CM) when at Yahoo!
  • Yahoo properties with 4.5 out of 5 stars. Web content isn’t all good, especially Yahoo!Photo source: http://buildingreputation.com/writings/2009/08/ratings_bias_effects.html
  • Youtube. Looked at 10 random videos, all had majority or only thumbs up.Video w/ 9 likes, 0 dislikes. Birds. Mountain View. Not good. Photo source: http://www.youtube.com/watch?v=5DycxmoNABs
  • You turn off the movie you don’t like…you don’t go give it a rating.Photo source: http://www.flickr.com/photos/federica_70/1787466787/in/photostream/
  • You turn off the movie you don’t like…you don’t go give it a rating.Photo source: http://www.flickr.com/photos/federica_70/1787466787/in/photostream/
  • Upvotes: people are more interested in this thing than this thing. Negative votes don’t tell you anything. Comments do.
  • People are doing you a favor by giving you feedback. They can use another product. But they’re trying to make you better. Make it easy.Photo source: http://www.flickr.com/photos/jo-h/2303638843/in/photostream/
  • UV just requires email.We and competitors have SSO.
  • People don’t like feeling like you sent them to the weird suggestion box in the closet you never check.We’ve found that custom design can increase feedback up to 130%.
  • Photo source: http://www.flickr.com/photos/thirteenofclubs/4925665516/in/photostream/
  • In fact, they’re often the folks who try everything, bitch, and leave.Photo source: http://www.flickr.com/photos/enigmatic/4037030223/in/photostream/
  • If it only has 1 vote, it’s hard for the minority to argue that you should implement it.
  • Probably the biggest challenge.Photo source: http://www.flickr.com/photos/curiouskiwi/364242787/in/photostream/
  • And this is what happens, usually unintentionally.Photo source: http://www.flickr.com/photos/laarc/2909635458/in/photostream/
  • Even well-intentioned product folks don’t have time to deal with emails about feature requests. Come out with conclusions.Photo source: http://www.flickr.com/photos/makelessnoise/466769907/in/photostream/
  • If it only has 3 votes, it’s hard for the minority to argue that you should implement it.
  • Your team is only going to be annoyed if you don’t know important details, like what these customers use your product for or what system they use. Do they want faster horses because they’re horse racers? Or because they’re late to work?
  • Your product team is paid to come up with solutions. Bringing them solutions pisses them off (and is often wrong…see faster horse). They are good at building solutions.
  • It’s a give and take. Don’t go in demanding everything is built.
  • Well, maybe. We have a platform. We obvs think about this.
  • As long as they help you do what I’ve outlined, you’re starting in a good place.Search Quora.
  • 10 votes (can change)
  • Photo source: http://www.flickr.com/photos/jenosaur/4051305996/in/photostream/
  • Transcript of "Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it’s Important"

    1. 1. Customer Feedback:<br />Why it’s important, how to collect it, & how to convince your boss to pay attention to it. <br />Evan Hamilton<br />Community Manager, UserVoice<br />
    2. 2. Customer feedback is important.<br />
    3. 3. Customer feedback is important.<br />So why are there no formal processes for it?<br />
    4. 4. What We’ll Cover:<br />Why is it important?<br />How can you convince your boss that it is?<br />What’s the best way to collect it?<br />Q&A<br />
    5. 5. Why Collect Feedback?<br />
    6. 6. It helps you know what your customers really want<br />
    7. 7. It helps you know what your customers really want<br /><ul><li>Doing what people want makes them happy.</li></li></ul><li>It helps you know what your customers really want<br /><ul><li>Doing what people want makes them happy.
    8. 8. Happy customers mean more $.</li></li></ul><li>It helps you know what your customers really want<br /><ul><li>Doing what people want makes them happy.
    9. 9. Happy customers mean more $.
    10. 10. That guy who emails a lot is not representative.</li></li></ul><li>It’s out there<br />
    11. 11. It’s out there<br /><ul><li>People want to give it to you.</li></li></ul><li>It’s out there<br /><ul><li>People want to give it to you.
    12. 12. Letting it sit makes people angry. In public.</li></li></ul><li>It’s out there<br /><ul><li>People want to give it to you.
    13. 13. Letting it sit makes people angry. In public.
    14. 14. You listen and deal with customer issues – why not feedback?</li></li></ul><li>It shows that you give a #@%!<br />
    15. 15. It shows that you give a #@%!<br /><ul><li>You do, right?</li></li></ul><li>It shows that you give a #@%!<br /><ul><li>You do, right?
    16. 16. Customers don’t expect companies to actually act on feedback. Stand out.</li></li></ul><li>It’s a great way to keep people engaged<br />
    17. 17. It’s a great way to keep people engaged<br /><ul><li>60% open rate, 25% clickthrough…vs 26% and 5% for regular mail.</li></li></ul><li>It’s a great way to keep people engaged<br /><ul><li>60% open rate, 25% clickthrough…vs 26% and 5% for regular mail.
    18. 18. Brings people back who never would have looked at your product again.</li></li></ul><li>Convincing Your Boss<br />
    19. 19. Bosses aren’t evil.<br />
    20. 20. Bosses aren’t evil.<br />They just have to worry about the bottom line.<br />
    21. 21. But customers are the bottom line.<br />
    22. 22. “There will be spies from other companies!”<br />
    23. 23. “There will be spies from other companies!”<br /><ul><li>You aren’t your features.</li></li></ul><li>“There will be spies from other companies!”<br /><ul><li>You aren’t your features.
    24. 24. Fine, use a private forum.</li></li></ul><li>“There will be spies from other companies!”<br /><ul><li>You aren’t your features.
    25. 25. Fine, use a private forum.
    26. 26. (This never happens.)</li></li></ul><li>“We’ll be forced to build what they ask for!”<br />
    27. 27. “We’ll be forced to build what they ask for!”<br /><ul><li>Your customers are with you for your vision.</li></li></ul><li>“We’ll be forced to build what they ask for!”<br /><ul><li>Your customers are with you for your vision.
    28. 28. Customers like “No, because”.</li></li></ul><li>“We’ll be forced to build what they ask for!”<br /><ul><li>Your customers are with you for your vision.
    29. 29. Customers like “No, because”.
    30. 30. It’s not direct democracy.</li></li></ul><li>“It’ll be a time suck!”<br />
    31. 31. “It’ll be a time suck!”<br /><ul><li>Yup.</li></li></ul><li>“It’ll be a time suck!”<br /><ul><li>Yup.
    32. 32. So is filing for bankruptcy and selling your Aeron chairs.</li></li></ul><li>“If Henry Ford had listened to his customers, he would have built a faster horse!”<br />
    33. 33. “If Henry Ford had listened to his customers, he would have built a faster horse!”<br /><ul><li>That’s great feedback.</li></li></ul><li>“If Henry Ford had listened to his customers, he would have built a faster horse!”<br /><ul><li>That’s great feedback.
    34. 34. The goal is to find pain points, not solutions.</li></li></ul><li>“If Henry Ford had listened to his customers, he would have built a faster horse!”<br /><ul><li>That’s great feedback.
    35. 35. The goal is to find pain points, not solutions.
    36. 36. Customers experience the pain. They know.</li></li></ul><li>How to collect feedback<br />
    37. 37. ASK.<br />
    38. 38. This is a bad place to ask for feedback.<br />
    39. 39. This is better.<br />
    40. 40. Avoid the J-curve.<br />
    41. 41. People (mostly) only vote when they like something.<br />
    42. 42. People (mostly) only vote when they like something.<br />
    43. 43. If something sucks…<br />
    44. 44. If something sucks…<br />…people just leave.<br />
    45. 45. Just allow upvotes. (And read the comments!)<br />
    46. 46. Low barrier toentry.<br />
    47. 47. Don’t require Yet Another Account.<br />
    48. 48. Make it look like home.<br />
    49. 49. Avoid the vocal minority.<br />
    50. 50. These aren’t your most valuable customers.<br />
    51. 51. Voting allows the shy majority a voice.<br />
    52. 52. Limited voting further controls the vocal minority.<br />
    53. 53. (Plus, it gives you a great excuse for not listening to them.)<br />
    54. 54. Have an escalation process.<br />
    55. 55. Feedback is worth nothing if shoved in the closet.<br />
    56. 56. Have a formal meeting where decisions are made.<br />
    57. 57. Votes should probably be part of it.<br />
    58. 58. Make sure you have the full context.<br />
    59. 59. Come in with issues/pain points/wants…NOT solutions.<br />
    60. 60. Accept that everything won’t be implemented.<br />
    61. 61. Be prepared to go back and say “no, because…”<br />
    62. 62. So, UserVoice?<br />
    63. 63. There are plenty of competitors. <br />
    64. 64. This is a UserVoice Feedback forum.<br />
    65. 65. Here’s how you sign in.<br />
    66. 66. Voting.<br />
    67. 67. Posting an idea.<br />
    68. 68. Status updates.<br />
    69. 69. Evan<br />Hamilton<br />@evanhamilton<br />evan@uservoice.com<br />blog.uservoice.com<br />
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