Download - Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important
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Evan HamiltonCommunity Manager, UserVoice
Customer Feedback:
Why it’s important, how to collect it, & how to convince your boss to pay
attention to it.
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Customer feedback is important.
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Customer feedback is important.
So why are there no formal processes for it?
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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
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Why Collect Feedback?
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It helps you know what your customers really want
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It helps you know what your customers really want
• Doing what people want makes them happy.
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It helps you know what your customers really want
• Doing what people want makes them happy.
• Happy customers mean more $.
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It helps you know what your customers really want
• Doing what people want makes them happy.
• Happy customers mean more $.
• That guy who emails a lot is not representative.
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It’s out there
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It’s out there
• People want to give it to you.
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It’s out there
• People want to give it to you.
• Letting it sit makes people angry. In public.
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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?
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It shows that you give a #@%!
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It shows that you give a #@%!
• You do, right?
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It shows that you give a #@%!
• You do, right?
• Customers don’t expect companies to actually act on feedback. Stand out.
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It’s a great way to keep people engaged
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It’s a great way to keep people engaged
• 60% open rate, 25% clickthrough…vs 26% and 5% for regular mail.
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It’s a great way to keep people 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.
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Convincing Your Boss
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Bosses aren’t evil.
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Bosses aren’t evil.They just have to worry about the bottom line.
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But customers are the bottom line.
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“There will be spies from other companies!”
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“There will be spies from other companies!”
• You aren’t your features.
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“There will be spies from other companies!”
• You aren’t your features.
• Fine, use a private forum.
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“There will be spies from other companies!”
• You aren’t your features.
• Fine, use a private forum.
• (This never happens.)
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“We’ll be forced to build what they ask for!”
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“We’ll be forced to build what they ask for!”
• Your customers are with you for your vision.
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“We’ll be forced to build what they ask for!”
• Your customers are with you for your vision.
• Customers like “No, because”.
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“We’ll be forced to build what they ask for!”
• Your customers are with you for your vision.
• Customers like “No, because”.
• It’s not direct democracy.
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“It’ll be a time suck!”
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“It’ll be a time suck!”
• Yup.
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“It’ll be a time suck!”
• Yup.
• So is filing for bankruptcy and selling your Aeron chairs.
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“If Henry Ford had listened to his customers, he would have built a faster horse!”
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“If Henry Ford had listened to his customers, he would have built a faster horse!”
• That’s great feedback.
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“If Henry Ford had listened to his customers, he would have built a faster horse!”
• That’s great feedback.
• The goal is to find pain points, not solutions.
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“If Henry Ford had listened to his customers, he would have built a faster horse!”
• That’s great feedback.
• The goal is to find pain points, not solutions.
• Customers experience the pain. They know.
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How to collect
feedback
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ASK.
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This is a bad place to ask for feedback.
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This is better.
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Avoid the J-curve.
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People (mostly) only vote when they like something.
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People (mostly) only vote when they like something.
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If something sucks…
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If something sucks…
…people just leave.
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Just allow upvotes. (And read the comments!)
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Low barrier to entry.
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Don’t require Yet Another Account.
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Make it look like home.
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Avoid the vocal minority.
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These aren’t your most valuable customers.
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Voting allows the shy majority a voice.
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Limited voting further controls the vocal minority.
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(Plus, it gives you a great excuse for not listening to them.)
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Have an escalation process.
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Feedback is worth nothing if shoved in the closet.
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Have a formal meeting where decisions are made.
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Votes should probably be part of it.
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Make sure you have the full context.
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Come in with issues/pain points/wants…NOT solutions.
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Accept that everything won’t be implemented.
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Be prepared to go back and say “no, because…”
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So, UserVoice
?
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There are plenty of competitors.
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This is a UserVoice Feedback forum.
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Here’s how you sign in.
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Voting.
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Posting an idea.
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Status updates.