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How to build a framework for customer empathy: Learning from a company that does it at scale

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Developing customer empathy is a critical part of any Growth team, while quantitative data allows us to understand the what, qualitative insights are key to reveal why people behave the way they do with your product.

In this webinar, Thibault Imbert, head of Growth for Adobe, Creative Cloud will show you how to develop such a framework to build an empathetic product organization.

You'll learn:

The differences between qualitative and quantitative and how they complement each other
Why building a community of active users and what you can learn from them
How to scale by automating feedback collection through various channels and campaigns
How to structure your team and put this data in the center of your product development

Published in: Marketing
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How to build a framework for customer empathy: Learning from a company that does it at scale

  1. 1. How to build a framework for customer empathy: Learning from a company that does it at scale DIRECTOR OF GROWTH, CREATIVE CLOUD, ADOBE
  2. 2. @Kissmetrics #Kisswebinar @ThueLMadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Thibault is Director of Growth for the Creative Cloud business. He has held various roles in product management within Adobe, when he's not growth hacking, Thibault enjoys baking and sharing his baked experiments on social media. Prior to joining Adobe, Thibault was a software engineer and author for Pearson and O’Reilly. THIBAULT IMBERT Director of Growth, Creative Cloud @thibault_imbert
  4. 4. @adobe #Kisswebinar @thibault_imbert
  5. 5. 1 Section One - Qual vs quant 2 Section Two - An empathetic product organization 3 Section Three - How to scale TABLE OF CONTENTS #Kisswebinar
  6. 6. Qual vs Quant BEFORE WE GET STARTED
  7. 7. QUAL VS QUANT #Kisswebinar A big leak from launch to signup, there could be various reasons. What is happening?
  8. 8. QUAL VS QUANT #Kisswebinar Quantitative tells you the what, Qualitative tells you the why. “
  9. 9. Building an empathetic product organization PUTTING YOUR USERS FIRST
  10. 10. USE THE PRODUCT #Kisswebinar Use the product (from marketing to product managers, to engineers)
  11. 11. USE THE PRODUCT #Kisswebinar Quantitative and qualitative won’t give you a vision. It helps you validate hypotheses. “
  12. 12. USE THE PRODUCT #Kisswebinar Hire people that have genuine product interest Empathy helps you develop intuition and a vision Helps everyone respect each other
  13. 13. UNDERSTAND YOUR EARLY ADOPTERS #Kisswebinar Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers)
  14. 14. UNDERSTAND YOUR EARLY ADOPTERS #Kisswebinar Track the most active users and ask yourself the following questions…
  15. 15. UNDERSTAND YOUR EARLY ADOPTERS #Kisswebinar WHAT ARE MY MOST ENGAGED USERS DOING? What features do they use most actively? What features do they use in the first week (7 days)? What’s the average retention (return use) of a power user? Which platform do they use? Desktop? Mobile? How often do they use the app? What time of day do they use the app and on which days?
  16. 16. UNDERSTAND YOUR EARLY ADOPTERS #Kisswebinar WHAT ARE THE CHARACTERISTICS OF AN ENGAGED USER? 
 What sources were they acquired from? Was it an ad, a promotional email to the chain’s customer base, or some other place? What is their demographic background, including age, income, and more? Where do they live? How many of them are paid vs free users? Which other (competitive) product do they use?
  17. 17. UNDERSTAND YOUR EARLY ADOPTERS #Kisswebinar Upload the emails into Facebook insights Get a data scientist/analyst to make the data speak Cluster your users and find behaviors that drive retention
  18. 18. UNDERSTAND YOUR EARLY ADOPTERS #Kisswebinar Normal Engaged What are the traits of engaged users, and how do we turn more users like them?
  19. 19. SEED A COMMUNITY #Kisswebinar Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers)
  20. 20. SEED A COMMUNITY #Kisswebinar Treat social media as a two way street Give a voice to your followers
  21. 21. SEED A COMMUNITY #Kisswebinar Collect qualitative feedback
  22. 22. SEED A COMMUNITY #Kisswebinar Leverage your early adopters and most active users to seed your community Community drives word of mouth which drives sustainable long term growth
  23. 23. SEED A COMMUNITY #Kisswebinar More than 30 shares a month + randomized selection Eligible for VIP status
  24. 24. SEED A COMMUNITY #Kisswebinar
  25. 25. SEED A COMMUNITY #Kisswebinar
  26. 26. SEED A COMMUNITY #Kisswebinar
  27. 27. SEED A COMMUNITY #Kisswebinar
  28. 28. SEED A COMMUNITY #Kisswebinar
  29. 29. SEED A COMMUNITY #Kisswebinar
  30. 30. SEED A COMMUNITY #Kisswebinar 0.76 shares per user/day 0.97 shares per user/day 27% increase in engagement
  31. 31. LISTEN TO EVERYONE, NOT JUST POWER USERS #Kisswebinar Leverage Facebook Groups as a platform Nothing to build, already a habit for users Get all the insights from Facebook reports…
  32. 32. SEED A COMMUNITY #Kisswebinar
  33. 33. SEED A COMMUNITY #Kisswebinar
  34. 34. SEED A COMMUNITY #Kisswebinar
  35. 35. LISTEN TO EVERYONE, NOT JUST POWER USERS #Kisswebinar You want to build a product for everyone, not just power users You want to talk to the other extreme too…
  36. 36. UNDERSTAND YOUR CHURNED USERS #Kisswebinar Understand your churned users (who are they, what do the do, etc.) Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers)
  37. 37. UNDERSTAND YOUR CHURNED USERS #Kisswebinar If not active for more than 30 days? Survey
  38. 38. UNDERSTAND YOUR CHURNED USERS #Kisswebinar
  39. 39. UNDERSTAND YOUR CHURNED USERS #Kisswebinar
  40. 40. UNDERSTAND YOUR CHURNED USERS #Kisswebinar Where did they left off? How long have they been dormant for?
  41. 41. COLLECT NPS #Kisswebinar Collect NPS (an ongoing pulse check on the product) Understand your churned users (who are they, what do the do, etc.) Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers)
  42. 42. COLLECT NPS #Kisswebinar
  43. 43. COLLECT NPS #Kisswebinar Every user, once per quarter Second session after at least one publish NPS prompted while in the editors (in Spark), now experimenting with email Never after a share or other key activation moments (This could skew NPS)
  44. 44. COLLECT NPS #Kisswebinar
  45. 45. COLLECT NPS #Kisswebinar
  46. 46. COLLECT NPS #Kisswebinar
  47. 47. COLLECT FEATURE REQUESTS #Kisswebinar Collect feature requests (what are the top requested features?) Collect NPS (an ongoing pulse check on the product) Understand your churned users (who are they, what do the do, etc.) Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers)
  48. 48. COLLECT FEATURE REQUESTS #Kisswebinar Allow your users to participate in the product roadmap This can help drive loyalty, you show that you are listening An easy way to surface the most requested features to the entire team Another qualitative feedback source to learn from
  49. 49. COLLECT FEATURE REQUESTS #Kisswebinar www.uservoice.com
  50. 50. COLLECT FEATURE REQUESTS #Kisswebinar
  51. 51. COLLECT FEATURE REQUESTS #Kisswebinar
  52. 52. COLLECT FEATURE REQUESTS #Kisswebinar
  53. 53. COLLECT FEATURE REQUESTS #Kisswebinar
  54. 54. COLLECT FEATURE REQUESTS #Kisswebinar
  55. 55. COLLECT FEATURE REQUESTS #Kisswebinar
  56. 56. COLLECT FEATURE REQUESTS #Kisswebinar
  57. 57. COLLECT FEATURE REQUESTS #Kisswebinar
  58. 58. COLLECT FEATURE REQUESTS #Kisswebinar Map feature requests back to users engagement What are the features requested by the most active or inactive users? Helps with prioritization
  59. 59. FACETIME WITH YOUR USERS #Kisswebinar Facetime with your users (observe them use your product) Collect feature requests (what are the top requested features?) Collect NPS (an ongoing pulse check on the product) Understand your churned users (who are they, what do the do, etc.) Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers)
  60. 60. FACETIME WITH YOUR USERS #Kisswebinar When was the last time you watched your users use your product?
  61. 61. FACETIME WITH YOUR USERS #Kisswebinar New Engaged Interview both types of users, new for capturing first time experience and engaged for surface workarounds and limitations
  62. 62. FACETIME WITH YOUR USERS #Kisswebinar You need live time with users to observe and talk to them You want to ask: What? How? Why, Why, Why? Monthly interviews of active and new users of your product Add getaways to visit your customers and learn from them in their local environment Share learnings/observations with your product organization
  63. 63. COMMUNITY SUMMIT #Kisswebinar Community summit (both parties are learning) Collect feature requests (what are the top requested features?) Collect NPS (an ongoing pulse check on the product) Understand your churned users (who are they, what do the do, etc.) Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers) Facetime with your users (observe them use your product)
  64. 64. COMMUNITY SUMMIT #Kisswebinar 1 day online conference through screen sharing Morning sessions is users presenting how they use your product Afternoon is your product organization presenting their roadmap Live feedback from our power users on what’s coming next Get everyone in the org to attend (#empathybuilding)
  65. 65. #Kisswebinar Community summit (both parties are learning) Collect feature requests (what are the top requested features?) Collect NPS (an ongoing pulse check on the product) Understand your churned users (who are they, what do the do, etc.) Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers) Facetime with your users (observe them use your product)
  66. 66. PUTTING USERS IN THE CENTER OF YOUR ORGANIZATION #Kisswebinar Community summit (both parties are learning) Collect feature requests (what are the top requested features?) Collect NPS (an ongoing pulse check on the product) Understand your churned users (who are they, what do the do, etc.) Seed a community (and start scaling) Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers) Facetime with your users (observe them use your product) User
  67. 67. How to scale? IT’S A LOT OF FEEDBACK!
  68. 68. HOW TO SCALE #Kisswebinar NPS, Churned users, Feature requests, etc.
  69. 69. HOW TO SCALE #Kisswebinar All that feedback can be overwhelming for product teams You need to think about making that data as actionable as possible
  70. 70. HOW TO SCALE #Kisswebinar Two options AutomatedResource on your team
  71. 71. HOW TO SCALE #Kisswebinar Two options nomnom.it or clarabridge.comCommunity manager, support
  72. 72. Takeaways? WHAT’S THE GIST
  73. 73. TAKEAWAYS #Kisswebinar Hire the right people Talk to early adopters and non adopters Build the product for both extremes Seed a community Understand what’s making engaged users stick Understand what’s causing churn Sit down with your users and observe, listen Involve your community in your roadmap You will learn faster, fail faster
  74. 74. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? THIBAULT IMBERT Director of Growth, Creative Cloud @thibault_imbert timbert@adobe.com

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