Deriving Insight From FeedbackBen Motteram

Product Camp Melbourne, August, 2015

CXpert @CXpert CXpert

Understand Needs

Innovation

How do you innovate?

How do you prioritise which problems to solve?

Customer UnderstandingHow can you learn about your customers?

• Ask them – customer feedback• Meet them – Customer Advisory Boards, focus groups• Watch them – ethnographic studies• Monitor them – online activity• Listen to them – social media and online user forum monitoring• Ask about them - frontline employees

Customer FeedbackSurveys• Web link • Post call• Link on a receipt• Kiosk

Email

Face-to-Face

Webpage• Tab (eg Kampyle)• Screen pop• Comments box

Comments Card

CABs & Focus Groups

Customer Advisory BoardA representative group of customers that meets periodically to offer advice on the product and company direction.

Focus GroupsA small-group discussion on a specific, focused topic guided by a trained leader.

Ethnographic Research

Trying to understand how people live their lives. • Visit customers in their homes or

offices to observe and listen in a nondirected way.

• Diary studies• Recreate Use-Case Scenarios

Ethnographic research is all about discovery of the unknown —disproving assumptions about user behavior and uncovering unexpected insights.

Online Activity

What are users telling you without telling you?

Analytics• On-page time• Bounce rate• Path report• Funnel report

Social Listening

Direct comments or mentions on social networks and in online forums.

Use tools to gain insight about every conversation happening online about your brand, products, competitors and industry trends.

Employee Feedback

Harness the knowledge contained in the minds of employees working on the front line.• Surveys• CRM• Brown Bag Sessions

Feedback Best Practices

• The sooner the better!

• Same channel

• Real time

• Share it!

• Close the loop

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