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Deriving Insight From Feedback
Ben Motteram
Product Camp Melbourne, August, 2015
CXpert @CXpert CXpert
Understand Needs
Innovation
How do you innovate?
How do you prioritise which problems
to solve?
Customer Understanding
How can you learn about your customers?
• Ask them – customer feedback
• Meet them – Customer Advis...
Customer Feedback
Surveys
• Web link
• Post call
• Link on a receipt
• Kiosk
Email
Face-to-Face
Webpage
• Tab (eg Kampyle)...
CABs & Focus Groups
Customer Advisory Board
A representative group of
customers that meets periodically
to offer advice on...
Ethnographic Research
Trying to understand how people live
their lives.
• Visit customers in their homes or
offices to obs...
Online Activity
What are users telling you without telling you?
Analytics
• On-page time
• Bounce rate
• Path report
• Fun...
Social Listening
Direct comments or mentions
on social networks and in
online forums.
Use tools to gain insight about
ever...
Employee Feedback
Harness the knowledge
contained in the minds of
employees working on the
front line.
• Surveys
• CRM
• B...
Feedback Best Practices
• The sooner the better!
• Same channel
• Real time
• Share it!
• Close the loop
About Us
Upcoming SlideShare
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CXpert presentation to Product Camp 2015

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Customer insight can be gleaned from many different sources. In this presentation we look at 6 different ways to get a feedback from or information about your customers.

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CXpert presentation to Product Camp 2015

  1. 1. Deriving Insight From Feedback Ben Motteram Product Camp Melbourne, August, 2015 CXpert @CXpert CXpert
  2. 2. Understand Needs
  3. 3. Innovation How do you innovate? How do you prioritise which problems to solve?
  4. 4. Customer Understanding How can you learn about your customers? • Ask them – customer feedback • Meet them – Customer Advisory Boards, focus groups • Watch them – ethnographic studies • Monitor them – online activity • Listen to them – social media and online user forum monitoring • Ask about them - frontline employees
  5. 5. Customer Feedback Surveys • Web link • Post call • Link on a receipt • Kiosk Email Face-to-Face Webpage • Tab (eg Kampyle) • Screen pop • Comments box Comments Card
  6. 6. CABs & Focus Groups Customer Advisory Board A representative group of customers that meets periodically to offer advice on the product and company direction. Focus Groups A small-group discussion on a specific, focused topic guided by a trained leader.
  7. 7. Ethnographic Research Trying to understand how people live their lives. • Visit customers in their homes or offices to observe and listen in a nondirected way. • Diary studies • Recreate Use-Case Scenarios Ethnographic research is all about discovery of the unknown — disproving assumptions about user behavior and uncovering unexpected insights.
  8. 8. Online Activity What are users telling you without telling you? Analytics • On-page time • Bounce rate • Path report • Funnel report
  9. 9. Social Listening Direct comments or mentions on social networks and in online forums. Use tools to gain insight about every conversation happening online about your brand, products, competitors and industry trends.
  10. 10. Employee Feedback Harness the knowledge contained in the minds of employees working on the front line. • Surveys • CRM • Brown Bag Sessions
  11. 11. Feedback Best Practices • The sooner the better! • Same channel • Real time • Share it! • Close the loop
  12. 12. About Us

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