“You have to start with the customer experience and work backwards to the technology” (Steve Jobs). Der Erfolg digitaler Produkte und die Keimzelle relevanter Innovation liegt in einem klar definierten Kundenbedürfnis. Die Customer Experience, also das Gesamterlebnis des Kunden mit der Marke und dem Produkt, ist wesentlicher Erfolgstreiber und mittlerweile zentrale Größe im eCommerce. Wir sollten dabei nicht vergessen, dass der Kunde ein Individuum ist und seine eigene, persönliche Erfahrung entsprechend subjektiv, kontextspezifisch und individuell sind. Predictive Analytics und andere Verfahren der quantitativen Datenanalyse bilden in der Regel auch nicht diese Vielfalt ab und erklären im Ergebnis auch immer nur das „was“. Qualitative Methoden im User Research können demgegenüber auch das „warum“ beantworten. Nur die Kombination aus beiden Disziplinen führt zu einem holistischen Verständnis. Wenn wir von unseren Kunden lernen wollen, gibt es keinen besseren Weg als dem Kunden buchstäblich zuzuhören. Sogenannte Voice of Customers Solutions geben uns die Möglichkeit, dem Kunden eine Stimme zu geben. Ich zeige Euch, wie wir systematisch und toolbasiert unseren Kunden zuhören. Im Besonderen möchte ich Euch an unseren Key Learnings teilhaben lassen und mich Euch diskutieren, inwieweit Ihr ähnliche Erfahrungen gemacht habt.

1. May 2019 | UX Roundtable| Michael Langmaack
Listen with Curiosity
Wie der Kunde eine Stimme bekommt

3. Boring?

4. No, it`s fun!

5. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 5

6. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 6

7. What Why
Analytics shows
you what is
happening.
User feedback
shows you
why.

8. 5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 8
Personas`Lab` TestingOnline SurveysOnsite Feedback
‘Many’
(high level of variance)
‘Few’
(aggregated base)
Customer Surveys
Online Panel Surveys
Conjoint Studies
UX Testing (Lab)
Remote Tests
Telephone Interviews
Focus Groups

9. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 9

10. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 10

11. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 11
Log-in
Customer gives
feedback
Usabilla data
(rating, feedback etc.)
Encrypted
customer identifier
Usabilla
output
Merging
data
Decrypted
customer identifier
Analyzing data
Usabilla Feedback Flow

12. # 1Build Individual Trigger

14. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 14
Website | Behavior Data Layer Google Tag Manager | Event
Custom Javascript
Value Trigger
▪ Has registered
▪ Has purchased product
▪ Is in A/B test group
▪ …

15. One Fits All Tailored to Customer Groups
Show survey to visitors of a particular page (URL) Show survey to visitors based on custom triggers (e.g., events)

16. # 2Simplified Feedback Form

17. 0
500
1000
1500
2000
2500
1,00
2,00
3,00
4,00
5,00
Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18
Numberoffeedback(sumpermonth)
Averageratingpermonth
Website Relaunch
Feedback form rework
5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 17

18. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 18
Old feedback flow New feedback flow

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320%Uplift in total customer feedback
0
200
400
600
800
1000
1200
1400
1600
Jun 17 Jul 17 Aug 17 Sep 17 Okt 17 Nov 17 Dez 17 Jan 18 Feb 18 Mrz 18 Apr 18 Mai 18 Jun 18 Jul 18 Aug 18 Sep 18 Okt 18 Nov 18 Dez 18 Jan 19
Numberoffeedback(sumpermonth)
negative ratings positive ratings
600%Uplift in positive customer feedback

20. # 3Valuable customers Speak Up

21. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 21
Activity
Average number of active purchase
days within a 6 month period.
1050%
People who left feedback*
via Usabilla are
more active than all other
customers.
Spending
Average amount that customers have
spent over a six month period.
894%
People who left feedback
via Usabilla spent
more in total than all other
customers.
Spent per Day
Average amount that customers
have spent per active purchase day.
35%
People who left feedback via
Usabilla spent
more at each active purchase day
than all other customers.
* Sample size of Usabilla group: 2941 customers.

22. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 22
Spent per Day
Average amount that customers
have spent per active purchase day.
35%
People who left feedback via
Usabilla spent
more at each active purchase day
than all other customers.
Test of differences in spending per day (median)
between the two groups.
Wilcoxon rank sum test: significant differences (p<.001)

23. # 4People Walk Their Talk

24. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 24
30 days before 30 days afterFeedback
~4k customers & ratings, 18month time period
Usabilla data Data warehouse data

25. 22%
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 25
Bad Rating
People who give a bad rating
(1 out of 5) and leave a written
feedback spent on average
less* in the 30 days after
the feedback than in the
previous 30 days.
* Statistically significant (p<0.1), Wilcoxon rank sum test.
Good Rating
17%
People who give a good rating
(5 out of 5) and leave a written
feedback spent on average
more in the 30 days after
the feedback than in the
previous 30 days.

26. # 5Insights from a Exit Intent Survey

27. 5/6/2019
Has Registered
Customer has registered an account in the same session.
+Put Product in Basket
Customer has add any lottery ticket to the basket.
+Not finished Purchase yet
Customer has not successfully finished the purchase
(e.g., has not add a payment method).
+Intent to Exit
Customer has been close to leave the web shop.
Listen with Curiosity | UX Roundtable | Michael Langmaack 27

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7%
10%
24%
17%
11%
5%
10%11%
25%
30%
2%
24%
3%
10%
0%
5%
10%
15%
20%
25%
30%
35%
Price Payment Issues Payment Method Verification Trust Basket Voucher
%ofpeoplementionthatreason
Reasons to quit
Germany UK
~10% Response Rate

29. Improving Feedback & User Experience

30. 0
500
1000
1500
2000
2500
1,00
2,00
3,00
4,00
5,00
Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18
Numberoffeedback(sumpermonth)
Averageratingpermonth
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 30
1.9 absolute growth
0.07 average growth per month

31. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 31
Bug Reporting Labeling Campaigns
We provide customer feedback
that describes some kind of user
issue to responsible teams.
Various information provided by
Usabilla or custom variables help
our team to reproduce bugs.
“I've been trying to play lucky
5 for about 3 hours now, it's
coming up error”
We continuously label
customer feedback to spot
major pain-points and track
their evolution over time.
We regularly use campaigns
(polls) to evaluate new products
& features, to answer specific
questions and to carry out
peoples’ motivation behind a
certain behavior.
Customer complaints caused by the
verification process decrease since
the launch of a new feature.
What is the reason why
people terminate first
purchase?

32. Michael Langmaack
michael.langmaack@esailors.de | LinkedIn & Xing