Optimize Customer     Self-Service by   Combining Metricswith Customer Feedback                    Martin Krohne      Seni...
what?  2
a l l   n e w       t i t l e :   how to make sureyour self-service solution     actually works                     3
every timeI think I know my customers,   they surprise me    martin krohne - when asked for a quote for this conference - ...
because I am not my customer             5
you are   6
why performance metrics  don’t tell you what   you need to know           7
performance metricstell you whatmost of your users did                 8
performance metricsdo not tell you why any users did that                  9
why surveysdon’t tell you enough          10
surveys are only as good     as the questions you ask                11
when you assume that you know what to askyou might not learn enough             12
multiple choice questions limit discovery to what you already think             the answers are                    13
how to find out what’s   really going on          14
qualitative research   can give you a better ideaof where the problems really are               15
focus groupscan uncover differences in opinion  and identify social pressures                16
usability testing  can uncover hidden problemsand offer opportunities for probing                 17
direct observation        can uncover issuesyou would never discover otherwise                18
one-on-one interviews can help you determine pain points and frustrations with your service                 19
testing,   observingand interviewing      tips       20
watch what they do  to learn what the real problem iswhen using your self-service solution                 21
ask them what it wasthat they wanted to do in the first place                   22
ask them whythey left without completing their task                   23
but don’t ask them      how to fix itbecause they don’t know what you know                  24
clarify their pain pointsit is up to you to come up with a solution   because you know what is possible                   ...
a better wayto use surveys      26
after you knowwhy your customers   are struggling        27
take these insightsand build the questions you need to askto learn which issues are most important                   28
use the survey results  to confirm what you’ve learned so farand to prioritize the most important issues                  ...
pick the biggest issue(s) don’t try to solve everything at once     look for the biggest impact
begindevelopingsolutions    31
clearly state the problem  what did customers struggle with?what task were they trying to complete?  what was their bigges...
identify success metricsthat clearly define a successful solution   so that others can understand it                   33
develop multiple solutionsexplore and exhaust all possible approaches       and then select at least three       completel...
only your customers     can tell youif you guessed right         35
test early and often       don’t wait for the final solutionto be complete - you want to know what fails            as ear...
test acceptanceput your solutions in front of some customers  to learn what works… and what doesn’t                      37
rethink your approachlook for other ways to solve the problem     while avoiding past missteps                   38
test your new solution(s)  with your customers  find out what you really fixed and      learn what doesn’t work
evaluate resultsensure you addressed the most critical issue without breaking anything else important                     40
do it over and overkeep re-designing and testing until you’vesolved the big problems (not all of them)                    41
why keep testing?when you fix a big problem,a new one is likely to appear              42
this is normalsometimes a big problemmasks several smaller ones            43
the final test      44
test your best alternative  in a live setting against your current          self-service product                    45
reality checkrevisit your success metrics so you know whether or not this is an improvement                   46
stopwhen you have an improvement not the most perfect solution              47
launch and start over     because...          48
customer expectationswill continue to change and you need to knowwhich changes are most important to address              ...
what did i just say?         50
you are not your customer  you need to find out how they think     and why they are struggling
data is not the answerperformance metrics will not tell you why      customers are having trouble                    52
surveys   are not the onlyor the best approach      you may only learnwhat you already think you know               53
use qualitative researchto get a broader sense of the issues and to    drive future quantitative research                 ...
use surveys laterto verify what you learned in qualitative     and to prioritize those issues
develop             multiple             solutions  you will quickly learn what is feasibleand are likely to discover inno...
test early and often  a small group of customers can help youquickly determine which solutions might work                 ...
test your best alternativeuse clearly defined metrics that support solving the problem(s) you’ve observed and verified    ...
stopwhen you have significant improvement,     not the most perfect solution      to your customer’s problem              ...
launch and start over big problems mask smaller ones   and customer expectations        continue to grow               60
any questions?      61
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Customer Self Service Solution Optimization

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Presented during Customer Week in Chicago, 2011. Explores ways to make sure your online Customer Self Service Solution is effective.

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Customer Self Service Solution Optimization

  1. 1. Optimize Customer Self-Service by Combining Metricswith Customer Feedback Martin Krohne Senior Manager User Experience, AutoTrader.com
  2. 2. what? 2
  3. 3. a l l n e w t i t l e : how to make sureyour self-service solution actually works 3
  4. 4. every timeI think I know my customers, they surprise me martin krohne - when asked for a quote for this conference - Jun. 2011 4
  5. 5. because I am not my customer 5
  6. 6. you are 6
  7. 7. why performance metrics don’t tell you what you need to know 7
  8. 8. performance metricstell you whatmost of your users did 8
  9. 9. performance metricsdo not tell you why any users did that 9
  10. 10. why surveysdon’t tell you enough 10
  11. 11. surveys are only as good as the questions you ask 11
  12. 12. when you assume that you know what to askyou might not learn enough 12
  13. 13. multiple choice questions limit discovery to what you already think the answers are 13
  14. 14. how to find out what’s really going on 14
  15. 15. qualitative research can give you a better ideaof where the problems really are 15
  16. 16. focus groupscan uncover differences in opinion and identify social pressures 16
  17. 17. usability testing can uncover hidden problemsand offer opportunities for probing 17
  18. 18. direct observation can uncover issuesyou would never discover otherwise 18
  19. 19. one-on-one interviews can help you determine pain points and frustrations with your service 19
  20. 20. testing, observingand interviewing tips 20
  21. 21. watch what they do to learn what the real problem iswhen using your self-service solution 21
  22. 22. ask them what it wasthat they wanted to do in the first place 22
  23. 23. ask them whythey left without completing their task 23
  24. 24. but don’t ask them how to fix itbecause they don’t know what you know 24
  25. 25. clarify their pain pointsit is up to you to come up with a solution because you know what is possible 25
  26. 26. a better wayto use surveys 26
  27. 27. after you knowwhy your customers are struggling 27
  28. 28. take these insightsand build the questions you need to askto learn which issues are most important 28
  29. 29. use the survey results to confirm what you’ve learned so farand to prioritize the most important issues 29
  30. 30. pick the biggest issue(s) don’t try to solve everything at once look for the biggest impact
  31. 31. begindevelopingsolutions 31
  32. 32. clearly state the problem what did customers struggle with?what task were they trying to complete? what was their biggest pain point? 32
  33. 33. identify success metricsthat clearly define a successful solution so that others can understand it 33
  34. 34. develop multiple solutionsexplore and exhaust all possible approaches and then select at least three completely different solutions 34
  35. 35. only your customers can tell youif you guessed right 35
  36. 36. test early and often don’t wait for the final solutionto be complete - you want to know what fails as early as possible 36
  37. 37. test acceptanceput your solutions in front of some customers to learn what works… and what doesn’t 37
  38. 38. rethink your approachlook for other ways to solve the problem while avoiding past missteps 38
  39. 39. test your new solution(s) with your customers find out what you really fixed and learn what doesn’t work
  40. 40. evaluate resultsensure you addressed the most critical issue without breaking anything else important 40
  41. 41. do it over and overkeep re-designing and testing until you’vesolved the big problems (not all of them) 41
  42. 42. why keep testing?when you fix a big problem,a new one is likely to appear 42
  43. 43. this is normalsometimes a big problemmasks several smaller ones 43
  44. 44. the final test 44
  45. 45. test your best alternative in a live setting against your current self-service product 45
  46. 46. reality checkrevisit your success metrics so you know whether or not this is an improvement 46
  47. 47. stopwhen you have an improvement not the most perfect solution 47
  48. 48. launch and start over because... 48
  49. 49. customer expectationswill continue to change and you need to knowwhich changes are most important to address 49
  50. 50. what did i just say? 50
  51. 51. you are not your customer you need to find out how they think and why they are struggling
  52. 52. data is not the answerperformance metrics will not tell you why customers are having trouble 52
  53. 53. surveys are not the onlyor the best approach you may only learnwhat you already think you know 53
  54. 54. use qualitative researchto get a broader sense of the issues and to drive future quantitative research 54
  55. 55. use surveys laterto verify what you learned in qualitative and to prioritize those issues
  56. 56. develop multiple solutions you will quickly learn what is feasibleand are likely to discover innovative ideas 56
  57. 57. test early and often a small group of customers can help youquickly determine which solutions might work 57
  58. 58. test your best alternativeuse clearly defined metrics that support solving the problem(s) you’ve observed and verified 58
  59. 59. stopwhen you have significant improvement, not the most perfect solution to your customer’s problem 59
  60. 60. launch and start over big problems mask smaller ones and customer expectations continue to grow 60
  61. 61. any questions? 61
  62. 62. 62

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