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Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014

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Aviva's talk from Warm Gun 2014 - why Ready, Fire, Aim can backfire, illustrated with a story about collecting customer feedback on a new experience. Includes thoughts on tying customer feedback channels to user needs and business goals, and pitfalls to avoid when building customer feedback channels.

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Thoughts on Customer Feedback - Aviva Rosenstein, WarmGun 2014

  1. 1. What Happens If..? vs. What The Heck Just Happened? Thoughts about Customer Feedback Data @avivaux
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  3. 3. 3M Frito-Lay, a unit of PepsiCo Amdahl Hewlett-Packard Amoco IBM Avon Products Intel Boeing Johnson & Johnson Bristol-Myers Squibb Kmart Caterpillar Maytag Dana McDonald’s Data General Merck Delta Air Lines National Semiconductor Digital Equipment Procter & Gamble The Walt Disney Co. Raychem Dow Chemical Schlumberger DuPont Texas Instruments Eastman Kodak Wal-Mart Stores Emerson Electric Wang Labs Based on interviews with:"" AvivaRosenstein@avivauxWarmGun2014 3
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  9. 9. GOOD INTENTIONS PAVING AvivaRosenstein@avivauxWarmGun2014 10
  10. 10. Make it easy for the user: just give them a text field box... Simplify development; ! email the text entries to a shared team alias…! AvivaRosenstein@avivauxWarmGun2014 11
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  14. 14. Most users don’t care about a company’s organizational structure or internal divisions of labor. 
 They will communicate their needs through any channel available. And they usually expect organizations to share that information internally. AvivaRosenstein@avivauxWarmGun2014 15
  15. 15. Data “User Experience Design is not data-driven, it’s insight-driven. Data is just raw material for insight.” Andrew Hinton (@inkblurt), 2009 AvivaRosenstein@avivauxWarmGun2014 16
  16. 16. Insight: an understanding of cause and effect, based on recognition of relationships and behaviors within a specific context AvivaRosenstein@avivauxWarmGun2014 17
  17. 17. Listen Interpret Act Monitor AvivaRosenstein@avivauxWarmGun2014 18
  18. 18. Customers don’t care about a company’s organizational structure or internal divisions of labor. 
 They will communicate their needs through any channel available, and they expect organizations to share that information internally. Collecting customer feedback, 
 by itself, has no ROI.
 
 Value comes from
 deriving useful insights and 
 closing the loop with the customer. AvivaRosenstein@avivauxWarmGun2014 19
  19. 19. Image credit: TruScribe for Weird Al Yankovic’s Mission Statement: http://www.youtube.com/watch?v=GyV_UG60dD4 HOW IN-PRODUCT FEEDBACK HELPS STARTUPS! AvivaRosenstein@avivauxWarmGun2014 20
  20. 20. ACQUIRE! RETAIN! UPSELL! AvivaRosenstein@avivauxWarmGun2014 21
  21. 21. Users’ feedback is usually about: •  Billing or account problems •  Problems using the system •  Suggestions for improving the product Once in a while, they even say nice things: ! This was the easiest signing program I have ever had to use. It was totally fast and I didn't have to call the customer service support and stay on the phone with a rep. for hours to get my document signed and sent. WONDERFUL program!!!!!! Actual User Feedback! AvivaRosenstein@avivauxWarmGun2014 22
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  23. 23. Other approaches to getting user feedback: Phone or email conversations with customers Social Media Ad hoc surveys and focus groups AvivaRosenstein@avivauxWarmGun2014 24
  24. 24. My Top Goals for Collecting Feedback  Validity Produces unbiased, trustworthy data  Delivery Easy to share insights with team members  Retention Knowledge retained in the company  Usability Won’t pollute the user experience  Scalability Easy to implement, uses resources efficiently  Contextual Channel accessible from within the service " AvivaRosenstein@avivauxWarmGun2014 25
  25. 25. Validity Delivery Retention Usability Scalability Contextual "" "" "" "" """ "" "" "" "" "" "" "" "" "" "" Social Media Customer Calls Focus Groups In Product Surveys Ad Hoc Surveys AvivaRosenstein@avivauxWarmGun2014 26
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  32. 32. Compliments AvivaRosenstein@avivauxWarmGun2014 33
  33. 33. Complaints AvivaRosenstein@avivauxWarmGun2014 34
  34. 34. Positive Feedback AvivaRosenstein@avivauxWarmGun2014 35
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  36. 36. Open Ended feedback + metadata Parsed into custom variables Imported as record by survey tool Live Reporting/ Dashboard Alert Logic (to PM) Imported to customer record in CRM Alert Logic (to AM) AvivaRosenstein@avivauxWarmGun2014 37
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  38. 38. Idea Development Launch AvivaRosenstein@avivauxWarmGun2014 39
  39. 39. What just happened? vs. What happens if...? AvivaRosenstein@avivauxWarmGun2014 40
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  42. 42. September, 2014 101 Startup Failure Post-Mortems AvivaRosenstein@avivauxWarmGun2014 43
  43. 43. 42% 29% 23% 19% 18% 17% 17% 14% 14% 13% 13% 13% 10% 9% 9% 8% 8% 8% 8% 7% Top 20 Reasons Startups Fail AvivaRosenstein@avivauxWarmGun2014 44
  44. 44. 13% 14% 17% 17% 42% Product Mis-Timed Ignored Customers Need/Lack Business Model Poor Product Quality or Usability No Market Need for Solution Primary driver of startup failure: 
 Lacking insights into customers’ needs AvivaRosenstein@avivauxWarmGun2014 45
  45. 45. Find Out Who is Affected Identify Themes and Patterns Collect Data Map Causes and Effects Rapid testing User Feedback Measure Impact Refine Strategy Definition Discovery Develop Deliver What To Do & Why How To Do It LaunchIdea or Vision Opportunity Aligned to Objectives READY AIM FIRE AvivaRosenstein@avivauxWarmGun2014 46
  46. 46. Sign"and"photo"credit:"Kingston"Crea3ons,"available"on"Etsy.com" AvivaRosenstein@avivauxWarmGun2014 47
  47. 47. Idea HELP STOP PREMATURE IMPLEMENTATION! Development Launch Occasional nerdery: @avivaux Thank you for listening! AvivaRosenstein@avivauxWarmGun2014 48

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