ux australia - voice of customer in the product lifecycle
DESCRIPTION
Responding to the introduction of the Net Promoter score in a large organisation through the establishment of an operationalised testing program that covers, usability, product features, and importantly, service experience. Large companies need to have a particular emphasis on service experiences as these tend to be very polarising and emotive. This case study shows how Telstra, with help from consultancy U1 Group, created a program to ensure that product and service development processes create user experiences that result in advocacy.TRANSCRIPT
Hearing the voice of the customer in the enterprise product development lifecycle
A services business
The Net Promoter Score is a simple metric
Customers’ likelihood to recommend
Customer satisfaction model to customer advocacy
Detractor Passive Advocate
“How likely are you to recommend Telstra?”
0 1 2 3 4 5 6 7 8 9 10
Executive statement…
Then we had to deliver…
“We will not launch an initiative that is not expected to provide a superior NPS to the experience it replaces”
“We will not launch a new initiative with a negative NPS score in pre-launch
testing”
Measuring advocacy in development
Here’s a complicated model…
Measuring service
Combinations of interfaces, devices, infrastructure, channels, and service
Timeframe and budget
Consistency and repeatability
Measurability
Service walkthrough
Telstra Platinum
-48NPS =
Sample: n = 180
(+/-10.5)*LTR = 9.6
(+/- 0.51)*
Sample: n=18
Product LTR has REACHEDthe target of 7.3
SUS = 90.7
(+/-4.4)*
Sample: n = 19
Project SUS has REACHED the target of 70
This indicates the system usability is above average and
unlikely to detract.
BP1 = 1 (Critical Impact)
BP2 = 1 (High Impact)
BP3 = 3
BP4 = 0
BP5 = 3
A range of metrics(not real ones)
Issues relating to Live Chat
Accessing remote desktop access for support
Technical jargon used in collateral
Opportunities to improve support agent scripts
Telstra Cloud Services
Pre sales Sales Install Usage Assurance Billing MAC
Week 1 Week 2 Week 3
LTR
SUS
9.7 (+/- 0.81)
80.5 (+/- 7.8)
Episode Metrics
3.6 (+/- 0.92)
50.1 (+/- 9.3)
7.6 (+/- 1.10)
90.7 (+/- 6.9)
Limitations
The NPS is a funny metric
The tail wagging the dog
Service walkthrough versus the live state
Outcomes when the horse has bolted
Success!Page 20
Operationalised testing model
Better decision making on product launch & risk
Dashboards
Better experiences…
Thank youMegan Cruickshank, Telstra (@brightsparrow)Nilma Perera, U1 Group (@u1group)