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Everyone's Customers Are Wrong - Evan Hamilton

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Evan Hamilton, Head of Community at UserVoice, shows us how customer feedback & data can be disastrous apart and powerful together.

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Everyone's Customers Are Wrong - Evan Hamilton

  1. 1. Everyone’s Customers Are Wrong and Their Data Is Lying Evan Hamilton Head of Community, UserVoice
  2. 2. DATA!
  3. 3. Data doesn’t tell the whole story.
  4. 4. Data doesn’t tell the whole story.
  5. 5. Data doesn’t tell the whole story.
  6. 6. Data doesn’t tell the whole story.
  7. 7. Data doesn’t tell the whole story.
  8. 8. Data doesn’t tell the whole story.
  9. 9. Data doesn’t tell the whole story.
  10. 10. PEOPLE!
  11. 11. People don’t tell the whole story.
  12. 12. People don’t tell the whole story.
  13. 13. People don’t tell the whole story.
  14. 14. There’s always more context.• Are these paying users? Freeloaders?• Are these people using your product in the intended way?• Are they using your main features?• Early “adopters”?
  15. 15. People don’t tell the whole story.
  16. 16. People don’t tell the whole story.
  17. 17. People don’t tell the whole story.
  18. 18. People don’t tell the whole story.
  19. 19. Now what?
  20. 20. Data still has to be interpreted.
  21. 21. Data still has to be interpreted.Requests can lead you astray.
  22. 22. Data still has to be interpreted. Requests can lead you astray.Combine data + customer stories.
  23. 23. Combine data + customer stories.
  24. 24. Don’t get lost in the data rat-hole.
  25. 25. Don’t get lost in the data rat-hole.Don’t chase 1% when you can get 15%.
  26. 26. Don’t get lost in the data rat-hole.Don’t chase 1% when you can get 15%. A/B/
  27. 27. Tips, tricks, and tools• (At least) Google Analytics• Hell, even Bit.ly links• Mixpanel• The ol’ fake button• Test with segments• Talk to customers (constantly)• UserVoice
  28. 28. Thank you! Evan HamiltonHead of Community, UserVoice P.S. Feedback forms/Summit ticket P.P.S. PM Breakfast P.P.P.S. Ice cream at 2:45!

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