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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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Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

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Customers are the ones who generate money so you can have a business. Yet there are few formalized programs for reacting to customer feedback. In this presentation I discuss why this is important, how …

Customers are the ones who generate money so you can have a business. Yet there are few formalized programs for reacting to customer feedback. In this presentation I discuss why this is important, how to do it, and how to convince your boss that it's important.

Learn more about dealing with customer feedback at http://www.uservoice.com

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  • I’m Evan,I come here oftenI am CM at UVWe make customer feedback and support tools that don’t suck
  • Survey: how many of you listen to customer feedback?How many have a formal way to elevate that to management and get it implemented?Photo source: http://www.flickr.com/photos/wongjunhao/2852994074/in/photostream/
  • Survey: how many of you listen to customer feedback?How many have a formal way to elevate that to management and get it implemented?Photo source: http://www.flickr.com/photos/wongjunhao/2852994074/in/photostream/
  • 30 minutes or so. Please hold questions til the end unless you specifically need to clarify something on a slide.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 (over there). 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 (over there). 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/
  • (kickstarter) 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/
  • (kickstarter) 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/
  • (kickstarter) 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/
  • (kickstarter) 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/
  • (Henry Ford voice) Faster horses tells us people want to go faster. We can then decide how to solve that (team -). 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/
  • (Henry Ford voice) Faster horses tells us people want to go faster. We can then decide how to solve that (team -). 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/
  • (Henry Ford voice) Faster horses tells us people want to go faster. We can then decide how to solve that (team -). 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/
  • (Henry Ford voice) Faster horses tells us people want to go faster. We can then decide how to solve that (team -). 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 (team ) 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)
  • I’m handing out feedback forms with coupons so you can try UV. Happy to tell you all about it after.Q’s?Photo source: http://www.flickr.com/photos/jenosaur/4051305996/in/photostream/
  • Transcript

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

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