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.

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

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