The document is a practical guide on customer feedback, outlining when to seek it, methods for obtaining it, and types of feedback that can inform decision-making. Key points include the continuous need for feedback to validate changes, understand problems, and prioritize solutions, along with strategies for preparation and analysis. It categorizes feedback types into three thematic areas: destructive, preserving, and creative forces, each offering unique insights for improvement.

1. Customer Feedback: A Practical
Guide
Dipanjali Rao

2. What we’ll cover
 When do you need customer feedback?
 How to get feedback
 How to prepare
 Types of feedback and what it tells you
 Got feedback. Now what?

3. When do you need customer feedback?
ALWAYS!
 Change, big or small
 Understand a problem
 Validate solution or idea
 Prioritise
 Decommission

4. Examples I’ll be using
Re-platform
Iterative changes
Validation of concepts -
insights

5. When do you need customer feedback?
ALWAYS!
Change, big or small
 Understand a problem
 Validate solution or idea
 Prioritise
 Decommission

10. “"Every time I use Origin's website, it has
changed. I just want to use my electricity credit to
pay my Gas account, and the procedure seems to
have changed every time I try to do it. Being an
ex-hardware person, I find software people
bewildering! Glen Pope”

11. When do you need customer feedback?
ALWAYS!
 Change, big or small
Understand a problem
 Validate solution or idea
 Prioritise
 Decommission

13. When do you need customer feedback?
ALWAYS!
 Change, big or small
 Understand a problem
Validate solution or idea
 Prioritise
 Decommission

18. When do you need customer feedback?
ALWAYS!
 Change, big or small
 Understand a problem
 Validate solution or idea
Prioritise
 Decommission

21. When do you need customer feedback?
ALWAYS!
 Change, big or small
 Understand a problem
 Validate solution or idea
 Prioritise
Decommission

26. Questions?

27. How to get feedback
Easy
Minimal setup
Repeatable

34. How to prepare
Expectations
Analysis
Bureaucrazy!

35. How to prepare
Expectations
Analysis
Bureaucrazy!

38. “yous a disgrace and thanks a lot when I tell my kids there going to be no Christmas and thanks a lot
when I pay this I not even going to be able to by the food to feed them and yet still work out iHow can
you sleep at night knowing that you are sending hard working Australians to the wall. You are all that
is wrong with this country
am in tears now because I got know idea how am in going to pay this bill and thinking about I mite
have to sell my car just so I can keep the lights on…you people are that greedy you have no
compassion for a human life but the money you get in your pocket, and that makes me sick ,”
Because Origin help themselves to my bank account when unexpected and leave me with
no food money. I would not recommend Origin to anyone who can't afford the
unexpected debits.

39. How to prepare
Expectations
Analysis
Bureaucrazy!

42. How to prepare
Expectations
Analysis
Bureaucrazy!

43. 🤦
🤦
Email address
Survey platform
Legal + Privacy
Do not market

44. Questions?

45. Types of Feedback

47. Types of Feedback
Shiva Vishnu Devi/Shakti

48. Brutal
Destroys imperfection
Sometimes essential for new creation
Types of Feedback – Shiva the destroyer

49. Types of Feedback – Shiva the destroyer
• Indicative of things like trust and
loyalty
• Likely to impact morale
• Only recommended in low doses

50. “Utter utter rubbish…Everything else was working fine, idiots! The only reason the government
doesn't sell of this pathetic organisation is because the entire thing is not worth the price of a
postage stamp”
“thieving scum…scum cnts. put prices up and service has gone down, scabby bastards
“Go and fuck yourself, Im going to a new company, try and get my money now dogs.”
“lol this app is just fucked and deliberately made difficult on purpose ,,,ahh fuk off”
“This has to be the most convoluted horrible system in the history of systems”
“Evil necessity of life”

51. Types of Feedback – Vishnu the Preserver
Preserves creation
Maintains balance between good and
evil

52. Types of Feedback – Vishnu the Preserver
• Pragmatic
• Balanced
• “Keep it going”

53. “the usage graphs are very useful and now that they are nearly up to date I look
at them every couple of days so I don't really need any further information”
“Great ideas. Please put these suggestions into practise please :)”
“I love knowing where my parcel is, but I normally have to click a link via an
email. Because most of my purchases are sent via Aust post, they all just appear
in this one app. It's nearly as good as receiving the item.”
“Good basic service”

54. Types of Feedback – Devi / Shakti the creator
The power behind existence
Creative force of the universe

55. Types of Feedback – Devi / Shakti the creator
• New ideas
• Challenge thinking
• Detailed
• Expert users

56. The thing I would love to see differently is a better way to toggle between my gas and
electricity - currently I select between 2 very similar versions of my address - would be
great if the account type was indicated”
“1. A "Nett" figure for usage (Usage less Solar Generated). In Kwh and Dollar terms. Perhaps
shown as a "line" rather than the bars on the graph.
2. "Greenhouse gas emissions" - Should be "Nett" emissions. Do they include a deduction for
Solar generation?
3. "Greenhouse gas emissions" need to be expressed in a relevant format, used by most
consumers: For example, Compared to a car kilometres travelled. "3 airfares to Sydney" does
not mean much.
4. A comparison of usage and nett usage, compared to other similar households. ie: Family
size, rather than house size, or including extras such as Pools, etc.
5. The estimated bill, after net usage & solar are calculated, also needs to include all other
charges and credits / concessions. Otherwise the "estimated nett usage" can be wildly
different from the actual bill total.”

57. Types of Feedback – I didn’t ask that??
“What a complete cock up of a app that worked well. Whoever thought this was a good idea should be
sacked.”
“I would strongly recommend using a professional market researcher to design your surveys next time."
“The data presented the way it was previously to your upgrade. What bright spark convinced
management to go this way. Sack the bright spark as well as those in management to thought this
might be a better way to present data.”

58. Types of Feedback – LOL
I am angry with your
lack of service.
Get you act together
on the basics before
you worry about the
carp in this survey

59. Types of Feedback – Ummm….

60. Got Feedback. Now what?
Hungry hungry HIPPOs
Analyse and share
Morale
Response

64. In Conclusion..
Make it easy
Set the right expectation
Analyse
Shiva, Vishnu and Shakti – all useful
Balance

65. “Why does everyone have to keep
changing things in this world.
ARE YOU ALL BORED OR ARE
JUST CREATING JOBS FOR
YOURSELVES.”
Thank you