Discover Ways to Build Better Products thru Optimal Customer Feedback

  • 104 views
Uploaded on

Presentation by Greg Ryan at SVPMA Monthly Event March 2013: Using Customer Research and Feedback Processes for existing and future Products and Services and using this information for Improvement or …

Presentation by Greg Ryan at SVPMA Monthly Event March 2013: Using Customer Research and Feedback Processes for existing and future Products and Services and using this information for Improvement or build new products

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
104
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Build Better Products &Services Through“Optimal” CustomerFeedbackGreg RyanMarch 6, 2013 Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
  • 2. GREG RYAN BACKGROUND  Research Manager and Product Manager at Cisco Systems • Built a Customer Feedback Process which became “best practices”  Consultant at J.D. Power & Associates  Research Manager at Nissan Motor Corporation  Product Line Manager at Plantronics  Product Manager at Schlage Lock  New Products Manager at K2 Skis  Forte is “actionable” researchPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  • 3. OBJECTIVES AND AGENDA OF THE PRESENTATIONPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  • 4. THE “MARKETING CONCEPT”“Determine the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors”Philip Kotler Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
  • 5. Source: Winning at New ProductsPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
  • 6. RESULTS OF POOR RESEARCH OR INSUFFICIENTRESEARCHPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
  • 7. WHAT HAPPENS WHEN YOU BUILD ANASPARAGUS TRUCK VS. ICE CREAM TRUCKPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
  • 8. HIERARCHYPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
  • 9. Key Components for a Successful Customer Feedback ProcessPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
  • 10. SELL THE BENEFITS OF GOOD CUSTOMERFEEDBACK • “Hit the target” on market requirements • Avoid building poor products and “fixes” • Improve product team efficiencies and priorities • Increase customer & partner loyalty and repeat business • Maximize revenues • Discover new products/services • Increase “share of wallet” over the competition • Portfolio penetration • “Leap frog” the competition • Better decision makingPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  • 11. SELECTING EXECUTIVE SPONSORS ANDCUSTOMER CHAMPIONS  Those who are customer focused  Likely candidates are close to the customer (marketing/sales)  Find champions in cross functional areas  Those who have strong influence  Will be supportive DON’TS  Recruit those who don’t have time  Simply looking for exposurePresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  • 12. CUSTOMER LIFECYCLEPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  • 13. PRE-INTRODUCTION PROCESS Product Requirements Documents (PRD) Market Requirements Documents (MRD) Betas Field Trials LabsPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
  • 14. FEEDBACK FROM ALL MAJOR AREAS  Include all of the following groups: • Customers • Partners • Sales • Marketing (Trade Shows, Web, Newsletters) • Help Desk (TAC) 1) Gather input from above stakeholders PLUS 2) Get their opinions on areas for improvement  Use Secondary researchPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
  • 15. METRICS AND GOALS  “Overall measurement” plus areas in the customer lifecycle  Focus on known “pain points”  Customer defined metrics  Measurable and agreed to by stakeholders  Set metrics which can be tied to compensation  Use “Top 2” boxes vs. averages  Use realistic goals (PPI - Percent of Possible Index)  Metrics statistically sound  Benchmark the competition DON’TS  Don’t force itPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
  • 16. COMPENSATION Tie compensation to metrics Agreed to by stakeholders Enough to motivate them Make it more of a “carrot” than a stick Sliding scale vs. “all or nothing” Tied to people who have a real impact Get executive pay tied to metricsDON’TSDon’t force itPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
  • 17. CLOSE THE LOOP WITH THE CUSTOMER &EXECS EXTERNALLY Newsletter Follow-up email Trade shows, webinars, etc. Only provide information that is non-sensitive and confident of action INTERNALLY Track results and show Execs Post results on a website, newsletters, emailPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
  • 18. WHAT CAN YOU DO IF YOU DON’T HAVE CUSTOMER FEEDBACK??Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
  • 19. RESEARCH PROJECT CONSIDERATIONS Methodology - Qualitative vs. Quantitative (and method) - Stated vs. Implied - Numerous techniques Eliminate bias (e.g. blind surveys) Type of surveys (phone, online, panel) Sample size Screening of respondents Wording of questions Order of questions Scales to be Used Pricing Types of Data (e.g. Nominal, Ordinal, Interval, Ratio) Data Measurements (e.g. Mean, Median, Mode)Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
  • 20. WHAT INFORMATION SHOULD BE GATHERED?Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
  • 21. EXAMPLES OF INFORMATION FOR “EXISTING” PRODUCTS & SERVICES “New” needs or features desired (plus importance and benefits) Importance of “current” needs or features Changes and improvements Usage: what, by who, how (maybe awareness problem) Profile of customers across: demographics, geographies, business segments, vertical markets, etc. Areas of satisfaction or dissatisfaction. Compare to importance.DON’T FOCUS ON PRODUCT – FOCUS ON SOLUTIONS Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
  • 22. EXAMPLES OF INFORMATION FOR“EXISTING” PRODUCTS & SERVICES (cont.)  Pricing, structure, willing to pay for, value  Packaging/bundling, sold standalone  How improve attach/renewal rates  The “customer experience”  Customer’s business needsPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
  • 23. EXAMPLES OF INFORMATION NEEDED FOR“FUTURE” PRODUCTS OR SERVICES  Customer Level • Unfulfilled needs/pain points • Future business needs/problems • Company/industry changes • Regulations • Growth opportunities, etc.  Market Level • Strength of market importance • Identify potential areas for revenue growth • Price increases • New products: who will buy it, how used and by who • Prioritize features or desired needs • Upgrade/upsell opportunitiesPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
  • 24. EXAMPLES OF “OTHER” INFORMATION  Future technologies: new paradigms  Beta or field trial feedback: Areas of satisfaction/dissatisfaction, what needs to fixed and how  Reseller/channel/sales feedback: areas of improvement, revenue opportunities, upsell opportunities, pricing issues, competitive issues, sales tools, marketing materials, etc.  Competitive/Market analysis: competitive opportunities, SWOT analysis, why are customers buying competitive products, etc.  Web or GUI feedback: changes or improvements to workflow, features, response time, etc.Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
  • 25. GATHERING QUANTITATIVE DATA Search and review existing primary and secondary research data first !!! Set goals, objectives, target market etc. Methodology, respondent types, sample size, list source Get statement of work and costs Hold stakeholder meetings Screening respondents Build survey draft - get approvals Test skip patterns Pretest Send reminders Adequate sample size Clean data Analyze results – “slice and dice” Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
  • 26. DO’s OF QUANTITATIVE DATA Get research team early Get budget – including customer lists Determine who are stakeholders and implementers Target respondent list (e.g. segments, verticals, geographies) Reasonable expectations on data delivery Look at future list of research projects for synergies For each question ask yourself “how will we use this information” Agree to any metrics in advance Develop plan for implementation of results (before survey goes out ) Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
  • 27. DON’TS OF QUANTITATIVE DATA Don’t initiate a project unless research team engaged Don’t build actual survey yourself Don’t contact customers or partners for research directly without researcher Don’t send out a survey without an “opt-out” option Don’t solicit business in your surveyPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
  • 28. COMMON TYPES OF PRIMARY RESEARCH Surveys Focus Groups 1:1s/Interviews Conjoint/Adaptive Conjoint MaxDiff Van Westendorp Perceptual Mapping Factor Analysis Cluster Analysis Discriminant Analysis Regression Analysis Gap Analysis Kano, QSort Many, Many OthersPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28
  • 29. GATHERING ACCURATE QUALITATIVE DATA  Train teams  Have an approved discussion guide  Be consistent with all customers  Get a cross section of customers Don’ts  Create bias or lead the respondent  Rely totally on qualitative dataPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
  • 30. CUSTOMER PANELS AND SOCIAL MEDIA  Provides “directional” information  Qualitative information (usually)  Generally not used for making decisions  Screening of respondents difficult Don’ts Don’t rely on social media alone for conclusions Don’t draw conclusions from customer panels with small samplesPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
  • 31. HOW TO LEAP FROG THE COMPETITION Talk with customers about their: • Current business problems and pain points • Future business problems and pain points • Future regulations and inefficiencies • How you can save customers time and money • Products they wished you would sell • Companies they wished you would acquirePresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
  • 32. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32
  • 33. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 33
  • 34. QUESTIONS??? Contact Info: ryan.greg@comcast.netPresentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 34
  • 35. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35