Everyone's Customers Are Wrong - Evan Hamilton
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The document discusses how data and customer feedback do not provide the full story on their own. Data needs to be interpreted in context and customer requests can sometimes lead companies astray. The author advocates combining both data and customer stories to get a more complete picture and avoid focusing too much on small percentages when larger gains are possible. People and data both have limitations so multiple sources should be used to properly understand customers.
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Everyone's Customers Are Wrong - Evan Hamilton
- 1. Everyone’s Customers Are Wrong and Their Data Is Lying Evan Hamilton Head of Community, UserVoice
- 2. DATA!
- 3. Data doesn’t tell the whole story.
- 4. Data doesn’t tell the whole story.
- 5. Data doesn’t tell the whole story.
- 6. Data doesn’t tell the whole story.
- 7. Data doesn’t tell the whole story.
- 8. Data doesn’t tell the whole story.
- 9. Data doesn’t tell the whole story.
- 10. PEOPLE!
- 11. People don’t tell the whole story.
- 12. People don’t tell the whole story.
- 13. People don’t tell the whole story.
- 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. People don’t tell the whole story.
- 16. People don’t tell the whole story.
- 17. People don’t tell the whole story.
- 18. People don’t tell the whole story.
- 19. Now what?
- 20. Data still has to be interpreted.
- 21. Data still has to be interpreted. Requests can lead you astray.
- 22. Data still has to be interpreted. Requests can lead you astray. Combine data + customer stories.
- 23. Combine data + customer stories.
- 27. Don’t get lost in the data rat-hole.
- 28. Don’t get lost in the data rat-hole. Don’t chase 1% when you can get 15%.
- 29. Don’t get lost in the data rat-hole. Don’t chase 1% when you can get 15%. A/B/
- 31. 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
- 32. Thank you! Evan Hamilton Head of Community, UserVoice P.S. Feedback forms/Summit ticket P.P.S. PM Breakfast P.P.P.S. Ice cream at 2:45!
Editor's Notes
- What we do (relevant to story)
- Data! Future! Big Data? No humans.
- DevWeek - Bill Magnuson of Appboy - “ band-aid ”
- People who won ’ t be named, no longer with us.
- Woah, this carousel is rocking!
- Oh wait...it ’ s making more people click, not actually convert.
- Didn ’ t factor in refunds (and many other things) Data: http://techcrunch.com/2011/06/02/groupon-growth-2-6-billion-revenue-run-rate-charts/ & http://techcrunch.com/2012/11/08/groupons-q3-2012-earnings/
- People! Feelings! Empathy! Gut! Photo credit: http://www.flickr.com/photos/anirudhkoul/3786725982/in/photostream/
- They want to.
- Well jeez, maybe we should do that.
- Oh. So you ’ re not responding to customers.
- Never gonna pay? Why cater to them? Baby name forum. Scoble, shiny things.
- Makes sense!
- But customers propose bad solutions to real pain points.
- Feedback about a service...sign up for ANOTHER service!
- Didn ’ t hurt sign-in at all.
- (fake data, guys) We saw a dropoff after about a year. Make it harder to quit? Add more features? More login options? We talked to dozens of these customers. Data: http://techcrunch.com/2011/06/02/groupon-growth-2-6-billion-revenue-run-rate-charts/ & http://techcrunch.com/2012/11/08/groupons-q3-2012-earnings/
- Our customers were growing up (or dying). Doing more support, hiring more staff. We were useful but didn ’ t fit these new depts. Photo credit: http://www.flickr.com/photos/mutrock/8259688450/in/photostream/
- Not what we set out to build. Kinda didn ’ t want to. But what customers needed. Data: http://techcrunch.com/2011/06/02/groupon-growth-2-6-billion-revenue-run-rate-charts/ & http://techcrunch.com/2012/11/08/groupons-q3-2012-earnings/
- Reason we found is we combined data + stories.
- People get lost in data-land & forget creativity.
- Don ’ t get lost like us in homepage optimization.
- Try a whole new homepage.
- Our homepage is more complex, so is yours. Try this.
- Bitly - lil data helps you convince team segments - use non-payers talk to customers - part of new feature process