RUFing It Out With Customer Feedback: Knowing the "Why"

•

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Totango

Customer Success Summit 2016 Breakout Session Presented by: Sean Cramer, Head of Voice of Customer and NPS, Atlassian

Technology

RUF’ing it out with
Customer Feedback:
Knowing the “Why”

To hear some tell it, April 23, 1985, was a
day that will live in marketing infamy...
spawning consumer angst the likes of which
no business has ever seen.
T H E C O C A -C OL A C O M P A NY , O N T H E N E W C O K E A N N O U NC EME NT
“
”

THE S O LUTI O N
THE FE E DBACK
THE LE ARNI NG S
DI Y

1 2 3 4 5 6 7 8 9 100
DETRACTORS PASSIVES PROMOTERS
% Promoters - % Detractors
Net Promoter Score
(NPS)

25,000…a week
NPS
Support
Atlassian Ideas
Social Media

“There is a great
difference between
knowing and
understanding: you
can know a lot about
something and not
really understand it” -
Charles F. Kettering

NPS Support Atlassian Ideas Social Media

• Performance
• Up-time
• Quality
• Security

• Missing
Features
• Would-like
• Might-help

• Complexity
• Ease-of-use
• Discoverability
of features

RUF’ing it out…yo!!
31%
63%
6%
0%
18%
35%
53%
70%
Reliability Usability Functionality

Usability - 63%
Reliability - 31%
Functionality - 6%
•Performance - 28%
•Bugs - 3%
• Editing - 6%
•Complexity - 22%
•Content- 32%
•Navigation - 9%

Lots of features and easy to use. Main
detractor was performance though it seems
fast today, maybe a recent upgrade? If the
performance stays fast I would be more likely
(to recommend it).
D EVELOPER , C ON FLU EN C E
“
”

Categorize content
Understand your feedback funnel
along with the traffic and frequency
Measure the feedback
Who is it from? What area is it
effecting? How many said it?
Find the sources
Group into RUF and sub themes that
help give clarity into insights
Categorize and
Measure

Establish baselines
Too many comments in one area can
cause problems
Get commitment
Insight without action is useless.
Make sure your company is willing to
listen to feedback. If not, call me!!
Determine redlines
You can’t determine if things aren’t
changing if you don’t know where you
are. (NPS, RUF, CSAT)
Impact of
insights

Communicate internal
Focus on 3-5 opportunities per
product
Monitor improvements
Scorecard it out! Monthly or quarterly.
So the impact that change has made
Create your insights
Communicate that impact to the biz
by constantly sharing user feedback
Build the
system

Closing the
RUF loop
Email and blog
Don’t let feedback fall on empty and
deaf ears. Follow up with you users
Insights, no promises
Comments come in themes. If you
are going to make changes, share it
24-48 hours
Be proud of the changes you make.
Blog about them externally and let
your upset customers know

Join the discussion
Help grow the
measurement
@RUFitout

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RUFing It Out With Customer Feedback: Knowing the "Why"

1. RUF’ing it out with Customer Feedback: Knowing the “Why”

2. Hi! I’m Sean @cosmocramer

3. April 23, 1985

7. To hear some tell it, April 23, 1985, was a day that will live in marketing infamy... spawning consumer angst the likes of which no business has ever seen. T H E C O C A -C OL A C O M P A NY , O N T H E N E W C O K E A N N O U NC EME NT “ ”

10. Our values @ Atlassian

11. THE S O LUTI O N THE FE E DBACK THE LE ARNI NG S DI Y

12. 1 2 3 4 5 6 7 8 9 100 DETRACTORS PASSIVES PROMOTERS % Promoters - % Detractors Net Promoter Score (NPS)

13. 25,000…a week NPS Support Atlassian Ideas Social Media

14. “There is a great difference between knowing and understanding: you can know a lot about something and not really understand it” - Charles F. Kettering

15.

16. THE S O LUTI O N THE FE E DBACK THE LE ARNI NG S DI Y

17.

18. NPS Support Atlassian Ideas Social Media

19. NPS Support Atlassian Ideas Social Media

20. Reliability

21. • Performance • Up-time • Quality • Security

22. FunctionalityReliability =

23. • Missing Features • Would-like • Might-help

24. UsabilityFunctionalityReliability =

25. • Complexity • Ease-of-use • Discoverability of features

26. Usability FunctionalityReliability FUR

27. FUR

28. THE S O LUTI O N THE FE E DBACK THE LE ARNI NG S DI Y

29.

30. 40,000

31.

32. RUF’ing it out…yo!! 31% 63% 6% 0% 18% 35% 53% 70% Reliability Usability Functionality

33. Usability - 63% Reliability - 31% Functionality - 6% •Performance - 28% •Bugs - 3% • Editing - 6% •Complexity - 22% •Content- 32% •Navigation - 9%

34.

35.

36. Lots of features and easy to use. Main detractor was performance though it seems fast today, maybe a recent upgrade? If the performance stays fast I would be more likely (to recommend it). D EVELOPER , C ON FLU EN C E “ ”

37. THE S O LUTI O N THE FE E DBACK THE LE ARNI NG S DI Y

38. Categorize content Understand your feedback funnel along with the traffic and frequency Measure the feedback Who is it from? What area is it effecting? How many said it? Find the sources Group into RUF and sub themes that help give clarity into insights Categorize and Measure

39. Establish baselines Too many comments in one area can cause problems Get commitment Insight without action is useless. Make sure your company is willing to listen to feedback. If not, call me!! Determine redlines You can’t determine if things aren’t changing if you don’t know where you are. (NPS, RUF, CSAT) Impact of insights

40. Communicate internal Focus on 3-5 opportunities per product Monitor improvements Scorecard it out! Monthly or quarterly. So the impact that change has made Create your insights Communicate that impact to the biz by constantly sharing user feedback Build the system

41. Closing the RUF loop Email and blog Don’t let feedback fall on empty and deaf ears. Follow up with you users Insights, no promises Comments come in themes. If you are going to make changes, share it 24-48 hours Be proud of the changes you make. Blog about them externally and let your upset customers know

42. 60% Open Rate 75% Satisfaction improved

43. Join the discussion Help grow the measurement @RUFitout

44. Q&A

RUFing It Out With Customer Feedback: Knowing the "Why"

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