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Customer Feedback:Why it’s important, how to collect it, & how to convince your boss to pay attention to it.              ...
Customer feedback isimportant.
Customer feedback isimportant.So why are there no formalprocesses for it?
What We’ll Cover:1. Why is it important?2. How can you convince   your boss that it is?3. What’s the best way to   collect...
Why CollectFeedback?
It helps you know what yourcustomers really want
It helps you know what yourcustomers really want• Doing what people want  makes them happy.
It helps you know what yourcustomers really want• Doing what people want  makes them happy.• Happy customers mean  more $.
It helps you know what yourcustomers really want• Doing what people want  makes them happy.• Happy customers mean  more $....
It’s out there
It’s out there• People want to give it to  you.
It’s out there• People want to give it to  you.• Letting it sit makes  people angry. In public.
It’s out there• People want to give it to  you.• Letting it sit makes  people angry. In public.• You listen and deal with ...
It shows that you give a#@%!
It shows that you give a#@%!• You do, right?
It shows that you give a#@%!• You do, right?• Customers don’t expect  companies to actually  act on feedback. Stand  out.
It’s a great way to keeppeople engaged
It’s a great way to keeppeople engaged• 60% open rate, 25%  clickthrough…vs 26%  and 5% for regular mail.
It’s a great way to keeppeople engaged• 60% open rate, 25%  clickthrough…vs 26%  and 5% for regular mail.• Brings people b...
ConvincingYour Boss
Bossesaren’t evil.
Bossesaren’t evil.They just have to worry about thebottom line.
Butcustomersare thebottom line.
“There will be spies fromother companies!”
“There will be spies fromother companies!”• You aren’t your features.
“There will be spies fromother companies!”• You aren’t your features.• Fine, use a private  forum.
“There will be spies fromother companies!”• You aren’t your features.• Fine, use a private  forum.• (This never happens.)
“We’ll be forced to buildwhat they ask for!”
“We’ll be forced to buildwhat they ask for!”• Your customers are with  you for your vision.
“We’ll be forced to buildwhat they ask for!”• Your customers are with  you for your vision.• Customers like “No,  because”.
“We’ll be forced to buildwhat they ask for!”• Your customers are with  you for your vision.• Customers like  “No, because”...
“It’ll be a time suck!”
“It’ll be a time suck!”• Yup.
“It’ll be a time suck!”• Yup.• So is filing for  bankruptcy and selling  your Aeron chairs.
“If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”
“If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”• That’s great feedback.
“If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”• That’s great feedback.• The goal is to f...
“If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”• That’s great feedback.• The goal is to f...
How to  collectfeedback
ASK.
This is a bad place to ask for feedback.
This is better.
Avoid the J-curve.
People (mostly) only vote when they likesomething.
People (mostly) only vote when they likesomething.
If something sucks…
If something sucks……people just leave.
Just allow upvotes. (And read thecomments!)
Low barrierto entry.
Don’t require Yet Another Account.
Make it look like home.
Avoid thevocalminority.
These aren’t your most valuablecustomers.
Voting allows the shy majority a voice.
Limited voting further controls the vocalminority.
(Plus, it gives you a great excuse for notlistening to them.)
Have anescalationprocess.
Feedback is worth nothing if shoved inthe closet.
Have a formal meeting where decisionsare made.
Votes should probably be part of it.
Make sure you have the full context.
Come in with issues/painpoints/wants…NOT solutions.
Accept that everything won’t beimplemented.
Be prepared to go back and say“no, because…”
So, UserVo   ice?
There are plenty ofcompetitors.
This is a UserVoice Feedback forum.
Here’s how you sign in.
Voting.
Posting an idea.
Status updates.
EvanHamilton@evanhamiltonevan@uservoice.comblog.uservoice.com
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Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

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Customers are the ones who generate money so you can have a business. Yet there are few formalized programs for reacting to customer feedback. In this presentation I discuss why this is important, how to do it, and how to convince your boss that it's important.

Learn more about dealing with customer feedback at http://www.uservoice.com

Published in: Business
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Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

  1. 1. Customer Feedback:Why it’s important, how to collect it, & how to convince your boss to pay attention to it. Evan Hamilton Community Manager, UserVoice
  2. 2. Customer feedback isimportant.
  3. 3. Customer feedback isimportant.So why are there no formalprocesses for it?
  4. 4. What We’ll Cover:1. Why is it important?2. How can you convince your boss that it is?3. What’s the best way to collect it?4. Q&A
  5. 5. Why CollectFeedback?
  6. 6. It helps you know what yourcustomers really want
  7. 7. It helps you know what yourcustomers really want• Doing what people want makes them happy.
  8. 8. It helps you know what yourcustomers really want• Doing what people want makes them happy.• Happy customers mean more $.
  9. 9. It helps you know what yourcustomers really want• Doing what people want makes them happy.• Happy customers mean more $.• That guy who emails a lot is not representative.
  10. 10. It’s out there
  11. 11. It’s out there• People want to give it to you.
  12. 12. It’s out there• People want to give it to you.• Letting it sit makes people angry. In public.
  13. 13. It’s out there• People want to give it to you.• Letting it sit makes people angry. In public.• You listen and deal with customer issues – why not feedback?
  14. 14. It shows that you give a#@%!
  15. 15. It shows that you give a#@%!• You do, right?
  16. 16. It shows that you give a#@%!• You do, right?• Customers don’t expect companies to actually act on feedback. Stand out.
  17. 17. It’s a great way to keeppeople engaged
  18. 18. It’s a great way to keeppeople engaged• 60% open rate, 25% clickthrough…vs 26% and 5% for regular mail.
  19. 19. It’s a great way to keeppeople engaged• 60% open rate, 25% clickthrough…vs 26% and 5% for regular mail.• Brings people back who never would have looked at your product again.
  20. 20. ConvincingYour Boss
  21. 21. Bossesaren’t evil.
  22. 22. Bossesaren’t evil.They just have to worry about thebottom line.
  23. 23. Butcustomersare thebottom line.
  24. 24. “There will be spies fromother companies!”
  25. 25. “There will be spies fromother companies!”• You aren’t your features.
  26. 26. “There will be spies fromother companies!”• You aren’t your features.• Fine, use a private forum.
  27. 27. “There will be spies fromother companies!”• You aren’t your features.• Fine, use a private forum.• (This never happens.)
  28. 28. “We’ll be forced to buildwhat they ask for!”
  29. 29. “We’ll be forced to buildwhat they ask for!”• Your customers are with you for your vision.
  30. 30. “We’ll be forced to buildwhat they ask for!”• Your customers are with you for your vision.• Customers like “No, because”.
  31. 31. “We’ll be forced to buildwhat they ask for!”• Your customers are with you for your vision.• Customers like “No, because”.• It’s not direct democracy.
  32. 32. “It’ll be a time suck!”
  33. 33. “It’ll be a time suck!”• Yup.
  34. 34. “It’ll be a time suck!”• Yup.• So is filing for bankruptcy and selling your Aeron chairs.
  35. 35. “If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”
  36. 36. “If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”• That’s great feedback.
  37. 37. “If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”• That’s great feedback.• The goal is to find pain points, not solutions.
  38. 38. “If Henry Ford had listenedto his customers, he wouldhave built a faster horse!”• That’s great feedback.• The goal is to find pain points, not solutions.• Customers experience the pain. They know.
  39. 39. How to collectfeedback
  40. 40. ASK.
  41. 41. This is a bad place to ask for feedback.
  42. 42. This is better.
  43. 43. Avoid the J-curve.
  44. 44. People (mostly) only vote when they likesomething.
  45. 45. People (mostly) only vote when they likesomething.
  46. 46. If something sucks…
  47. 47. If something sucks……people just leave.
  48. 48. Just allow upvotes. (And read thecomments!)
  49. 49. Low barrierto entry.
  50. 50. Don’t require Yet Another Account.
  51. 51. Make it look like home.
  52. 52. Avoid thevocalminority.
  53. 53. These aren’t your most valuablecustomers.
  54. 54. Voting allows the shy majority a voice.
  55. 55. Limited voting further controls the vocalminority.
  56. 56. (Plus, it gives you a great excuse for notlistening to them.)
  57. 57. Have anescalationprocess.
  58. 58. Feedback is worth nothing if shoved inthe closet.
  59. 59. Have a formal meeting where decisionsare made.
  60. 60. Votes should probably be part of it.
  61. 61. Make sure you have the full context.
  62. 62. Come in with issues/painpoints/wants…NOT solutions.
  63. 63. Accept that everything won’t beimplemented.
  64. 64. Be prepared to go back and say“no, because…”
  65. 65. So, UserVo ice?
  66. 66. There are plenty ofcompetitors.
  67. 67. This is a UserVoice Feedback forum.
  68. 68. Here’s how you sign in.
  69. 69. Voting.
  70. 70. Posting an idea.
  71. 71. Status updates.
  72. 72. EvanHamilton@evanhamiltonevan@uservoice.comblog.uservoice.com

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