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A Simple Framework for Complex User Goals
- 1. A Simple Framework for Complex User Goals Hannah Stegen Hannah Flynn With: Moderated by: TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended. Webinar will begin: 11:00 am, PDT TO USE YOUR TELEPHONE: If you prefer to use your phone, you must select "Use Telephone" after joining the webinar and call in using the numbers below. United States: +1 (415) 930-5321 Access Code: 994-059-225 Audio PIN: Shown after joining the webinar --OR-- Setting the Customer’s Journey Webinar Series
- 2. Revulytics gives any software producers deep and actionable insight into who is using their software products and how they are being used, and the out-of-box analytics that enable them to grow incremental revenue, convert and retain customers, and make decisions about licensing and cloud transformation strategies.
- 3. Setting the Customer’s Journey Webinar Series Click on the Questions panel to interact with the presenters https://www.productmanagementtoday.com/webinar-series/setting-the-customer-s-journey/
- 4. About Hannah Stegen Hannah (she/her) is the Customer Success Manager at Crescendo, where she focuses on engaging key stakeholders through stories and quantitative measurements of behavioral change. Hannah previously worked at Capital One as a Diversity & Inclusion specialist, but originally started her career as a Physics Researcher at a particle collider. Her background in science has always driven her to have a distinct set of quantitative KPIs, however her role in Customer Success has exposed her to the power of story telling. She has built out a Customer Succes program that can bring these two things together to attract, engage and delight users. Empowering Product Teams Webinar Series
- 5. 5 Setting the Customer’s Journey Webinar Series Agenda Why do we measure behavioral change? How do we use this at Crescendo? Let’s build one together
- 6. 6 Setting the Customer’s Journey Webinar Series Why do we measure behavioral change? Shows product values to stakeholders Give you a competitive advantage Help inform the product
- 7. 7 Setting the Customer’s Journey Webinar Series Real-World, Story- Based Content Personalized to every employee Sentiment & Behavioural Data Behavior Change Platform for D&I
- 8. 8 Setting the Customer’s Journey Webinar Series Why do we focus on this at Crescendo?
- 9. 9 Setting the Customer’s Journey Webinar Series How do we do it? Attitude: Are users open to learning? Intention: Are users seeing value and do they want to learn more? Behavior: Are users changing the way they do things?
- 10. 10 Setting the Customer’s Journey Webinar Series How do we do it? What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 11. 11 Setting the Customer’s Journey Webinar Series Behavioural Change Steps What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 12. 12 Setting the Customer’s Journey Webinar Series Crescendo Behavioral Change Attitude: Are users open to learning? Intention: Are users seeing value and do they want to learn more? Behavior: Are users changing the way they do things?
- 13. 13 Setting the Customer’s Journey Webinar Series Behavioural Change Steps What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 14. 14 Setting the Customer’s Journey Webinar Series Crescendo Behavioral Change Attitude: Are users open to learning? Intention: Are users seeing value and do they want to learn more? Behavior: Are users changing the way they do things? e.g. Users opting in e.g. Users engaging with the software e.g. Users starting conversations
- 15. 15 Setting the Customer’s Journey Webinar Series Behavioural Change Steps What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 16. 16 Setting the Customer’s Journey Webinar Series Crescendo Behavioral Change Attitude: Are users open to learning? Intention: Are users seeing value and do they want to learn more? Behavior: Are users changing the way they do things? e.g. Users opting in e.g. Users engaging with the software e.g. Users starting conversations
- 17. 17 Setting the Customer’s Journey Webinar Series What we have learned from this at Crescendo? • User behavioral change journey maps help the customer understand the value • We are able to prioritize and design product features to help us measure these changes • In the short term, there is always a qualitative way to measure what you need
- 18. 18 Setting the Customer’s Journey Webinar Series Let’s create one together! Communify: Communication software for businesses
- 19. 19 Setting the Customer’s Journey Webinar Series Let’s create one together! Communify: Communication software for businesses Mission: Help companies become more effective in their communications, i.e. less time in meetings Value prop: In addition to making employees more efficient, Communify helps employees develop their communication skills
- 20. 20 Setting the Customer’s Journey Webinar Series Communify • Attitude: Are users open to learning? • Intention: Are users seeing value and do they want to learn more? • Behavior: Are users changing the way they do things?
- 21. 21 Setting the Customer’s Journey Webinar Series Behavioural Change Steps What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 22. 22 Setting the Customer’s Journey Webinar Series What behavior change do we want to see? Behaviour Stages Change we want to see? Attitude Intention Behaviour
- 23. 23 Setting the Customer’s Journey Webinar Series What behavior change do we want to see? Behaviour Stages Change we want to see? Attitude Listening Understanding Intention Behaviour
- 24. 24 Setting the Customer’s Journey Webinar Series What behavior change do we want to see? Behaviour Stages Change we want to see? Attitude Listening Understanding Intention Positive Tone Confidence Behaviour
- 25. 25 Setting the Customer’s Journey Webinar Series What behavior change do we want to see? Behaviour Stages Change we want to see? Attitude Listening Understanding Intention Positive Tone Confidence Behaviour Clarity Perspective
- 26. 26 Setting the Customer’s Journey Webinar Series Behavioural Change Steps What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 27. 27 Setting the Customer’s Journey Webinar Series Attitude: Are users open to learning? Change we want to see? What action will users take? Listening Understanding
- 28. 28 Setting the Customer’s Journey Webinar Series Change we want to see? What action will users take? Listening Users will ask more questions Understanding Attitude: Are users open to learning?
- 29. 29 Setting the Customer’s Journey Webinar Series Change we want to see? What action will users take? Listening Users will ask more questions Understanding Users will convert to a non text conversation Attitude: Are users open to learning?
- 30. 30 Setting the Customer’s Journey Webinar Series Intention: Are users seeing value Change we want to see? What action will users take? Positive Tone Confidence
- 31. 31 Setting the Customer’s Journey Webinar Series Change we want to see? What action will users take? Positive Tone Users have more friendly tones in communications Confidence Intention: Are users seeing value
- 32. 32 Setting the Customer’s Journey Webinar Series Change we want to see? What action will users take? Positive Tone Users have more friendly tones in communications Confidence Users exert more confidence when speaking Intention: Are users seeing value
- 33. 33 Setting the Customer’s Journey Webinar Series Behaviour: Are users changing the way they do things? Change we want to see? What action will users take? Clarity Perspective
- 34. 34 Setting the Customer’s Journey Webinar Series Behaviour: Are users changing the way they do things? Change we want to see? What action will users take? Clarity Users spend less time explaining things Perspective
- 35. 35 Setting the Customer’s Journey Webinar Series Behaviour: Are users changing the way they do things? Change we want to see? What action will users take? Clarity Users spend less time explaining things Perspective Users are able to articulate exactly what they intend
- 36. 36 Setting the Customer’s Journey Webinar Series Summary Behaviour Stages Change we want to see? What action will users take? Attitude Listening Understanding Users will ask more questions Users will convert to a non text conversation Intention Positive Tone Confidence Users have more friendly tones in communications Users exert more confidence when speaking Behaviour Clarity Perspective Users spend less time explaining things Users are able to articulate exactly what they intend
- 37. 37 Setting the Customer’s Journey Webinar Series Behavioural Change Steps What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 38. 38 Setting the Customer’s Journey Webinar Series How will we measure each action? Behaviour Stages Change we want to see? What action will users take? Measurement? Attitude Listening Understanding Users will ask more questions Users will convert to a non text conversation Intention Positive Tone Confidence Users have more friendly tones in communications Users exert more confidence when speaking Behaviour Clarity Perspective Users spend less time explaining things Users are able to articulate exactly what they intend
- 39. 39 Setting the Customer’s Journey Webinar Series How will we measure each action? Behaviour Stages Change we want to see? What action will users take? Measurement? Attitude Listening Understanding Users will ask more questions Users will convert to a non text conversation # questions asked # conversions into a call Intention Positive Tone Confidence Users have more friendly tones in communications Users exert more confidence when speaking Behaviour Clarity Perspective Users spend less time explaining things Users are able to articulate exactly what they intend
- 40. 40 Setting the Customer’s Journey Webinar Series How will we measure each action? Behaviour Stages Change we want to see? What action will users take? Measurement? Attitude Listening Understanding Users will ask more questions Users will convert to a non text conversation # questions asked # conversions into a call Intention Positive Tone Confidence Users have more friendly tones in communications Users exert more confidence when speaking Tone analysis on calls Text analysis Behaviour Clarity Perspective Users spend less time explaining things Users are able to articulate exactly what they intend
- 41. 41 Setting the Customer’s Journey Webinar Series How will we measure each action? Behaviour Stages Change we want to see? What action will users take? Measurement? Attitude Listening Understanding Users will ask more questions Users will convert to a non text conversation # questions asked # conversions into a call Intention Positive Tone Confidence Users have more friendly tones in communications Users exert more confidence when speaking Tone analysis on calls Text analysis Behaviour Clarity Perspective Users spend less time explaining things Users are able to articulate exactly what they intend # responses in a thread Communication feedback
- 42. 42 Setting the Customer’s Journey Webinar Series How will we measure each action? Behaviour Stages Change we want to see? What action will users take? Measurement? Attitude Listening Understanding Users will ask more questions Users will convert to a non text conversation # questions asked # conversions into a call Intention Positive Tone Confidence Users have more friendly tones in communications Users exert more confidence when speaking Tone analysis on calls Text analysis Behaviour Clarity Perspective Users spend less time explaining things Users are able to articulate exactly what they intend # responses in a thread Communication feedback
- 43. 43 Setting the Customer’s Journey Webinar Series Behavioural Change Steps What behavior change do we want to see? What action will users take? How you we measure each action? If you can’t measure it, add a product feature that can
- 44. 44 Setting the Customer’s Journey Webinar Series Prioritization? Behaviour Stages MVP What you can measure today V2 Add features to measure all stages V3 Additions to encourage users to take behaviour change steps Attitude # questions asked Call feature Prompt to start a call after X questions Intention Text Analysis Tone Analysis Software provides additional tips on improvements Behaviour # responses in a thread Coworkers can provide communications feedback Weekly feedback score and improvements over time
- 45. 45 Setting the Customer’s Journey Webinar Series Additional Tips Reach out to research teams If you can’t immediately put a quantitative value on the action, get qualitative results Don’t let these metrics replace your stories
- 46. 46 Setting the Customer’s Journey Webinar Series Takeaways Measuring behavioral change can further influence stakeholders Break up the behavior change you want to see into smaller changes (Attitude, Intention, Behavior) Use messaging, prompts and surveys to direct your users to take action
- 47. Setting the Customer’s Journey Webinar Series Q&A With: Customer Success Manager, Crescendo Linkedin page: /in/hannahstegen/ Twitter ID: @hannah9786 Website: getcrescendo.co Hannah Stegen https://www.productmanagementtoday.com/webinar-series/setting-the-customer-s-journey/