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Tame Your Data: Segmenting Users and Their Feedback #FTW

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Capturing feedback is great, but without segmenting users' needs, you're left with a pile of potentially useless data. Rodrigo Fuentes (Co-Founder @ListenLoop) present three methods for segmenting users and their feedback to enhance the product decision-making process.

Here, you will find step-by-step instructions are provided to segment feedback received within customer support tickets, feedback from email surveys, and feedback captured within a website. You will also find a list of PROS and CONS for each method to weigh your options.

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Tame Your Data: Segmenting Users and Their Feedback #FTW

  1. 1. TAME YOUR DATA SEGMENTING USER FEEDBACK #FTW
  2. 2. ABOUT ME Rodrigo Fuentes is the co-­‐founder of ListenLoop, a feedback management pla9orm that monitors what your customers are doing in your website, then triggers ques=ons to capture feedback, measure customer sa=sfac=on, and more.
  3. 3. SEGMENTING USERS
  4. 4. DISTRIBUTION OF FEEDBACK PRIORITY FIX?
  5. 5. MISTAKE: Listen to the loudest majority.
  6. 6. SEGMENTED FEEDBACK
  7. 7. SEGMENTED FEEDBACK STILL A PRIORITY?
  8. 8. REVIEW 3 FEEDBACK METHODS SUPPORT | SURVEYS | IN-APP
  9. 9. SUPPORT TICKETS
  10. 10. SUPPORT TICKETS 1. AGENTS LABEL TICKETS
  11. 11. SUPPORT TICKETS 2. EXPORT DATA TO CSV SOME CODING MAY BE REQUIRED DEPENDING ON YOUR SUPPORT SOFTWARE. See https://github.com/apanzerj/DumpToCSV
  12. 12. SUPPORT TICKETS 2. EVENTUALLY GET THIS ADD COLUMNS FOR EACH SEGMENTATION VARIABLE SUCH AS “ACCOUNT_TYPE” OR “LTV” AND OTHERS.
  13. 13. SUPPORT TICKETS 3. CROSS-REFERENCE & ADD CUSTOMER DATA POPULATE ACCOUNT TYPE AND OTHER VARIABLES FROM YOUR CUSTOMER RECORDS, CRM, ETC.
  14. 14. SUPPORT TICKETS 4. CREATE SEGMENTED REPORTS
  15. 15. SUPPORT TICKETS PROS CONS • Conceptually simple • Great for low volume • Manual work can be eliminated through engineering • Takes hours per 100 support tickets • Impossible with high-volume • PITA if done manually
  16. 16. SURVEYS
  17. 17. SURVEYS 1. SEND SURVEYS VIA EMAIL
  18. 18. SURVEYS BUT WHEN’S THE LAST TIME YOU FINISHED AN EMAILED SURVEY?
  19. 19. SURVEYS PUTTING THAT ASIDE, CAN BE A GOOD METHOD BECAUSE…
  20. 20. SURVEYS 2. EXPORT IS SIMPLE – JUST PRESS A BUTTON
  21. 21. SURVEYS 3. PROGRAMMATICALLY ADD USER DATA Get account type and from user records by including URL params
  22. 22. SURVEYS 3. INCLUDE URL PARAMS IN SURVEY LINK
  23. 23. SURVEYS PROS CONS • Great if you have 10K+ recipients to counteract low participation rate • segmentation is easier with URL parameters • May capture biased data set • Annoying customers • PITA if done manually
  24. 24. IN-APP FEEDBACK
  25. 25. IN-APP FEEDBACK 1. SETUP QUESTIONS & TRIGGER POINTS WITH )
  26. 26. IN-APP FEEDBACK 2. PASS USER PARAMS WITH JAVASCRIPT
  27. 27. IN-APP FEEDBACK 3. EXPORT AND REVIEW SEGMENTED DATA
  28. 28. IN-APP FEEDBACK PROS CONS • High response rates • Selectively trigger questions based on user behavior • Segmentation data from user model or behavior • Requires JS tag on website • Potential sampling issue because selective triggers may not represent entire user base
  29. 29. CONCLUSIONS • SEGMENT USERS WHO PROVIDE FEEDBACK FOR BETTER PRODUCT DECISION-MAKING • THERE ARE MANY WAYS TO SEGMENT FEEDBACK • USE THE METHOD BEST SUITED FOR YOUR RESOURCE CONSTRAINTS
  30. 30. For more tips on communication and engagement across the customer lifecycle, visit: http://blog.listenloop.com

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