service x berkeley 2015
TRANSCRIPT
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Delivering Real-Time Product InsightA platform for Product Managers to learn what customers are
saying about their products and competition
Total # of interviews: 139
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RobRob did marketing for one of the most sophisticated online marketing practitioners in Europe.
He also worked for Google in Sales.
He was an NCAA champion for the Cal Rugby team too.
PeterPeter works with computational neural networks.
He also taught himself Calculus at age 13.
He enjoys juggling too.
AntingAnting built a language detection system using NLP for Yelp.
He also built electricals for an autonomous Mars rover.
He likes to learn something of everything.
BabarBabar worked with designers and developers to build a platform to organize group travel.
He also built a location-based Twitter feed for himself.
He argues about Soccer Analytics.
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3
1. The “Hierarchy of Pain”
2. When to Pivot?
3. Value of Getting Specific
a. How to test a hypothesis
b. Power of customer archetypes
Key Lessons Learned in 10 Weeks
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Lesson 1: The Hierarchy of Pain
4
Ready to throw money
Attempted a solution
Looking for a solution
Is aware of problem
Has a problem
Where money is ->(pupils dilating)
Where many seemingly excited
customers actually are
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What we used to think...
Customer Support
It’s a massive sector and currently sucks
Team
We’re pretty smart, have strong skills and interesting technology
Hypothesis
We can automate repeatable queries. Of course customers will love it...
ServiceX - Week 0
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51. Large companies
with existing customer support
teams who want to increase efficiency.
2. SMBs with little to no existing customer
service presence who would like to
establish one at low cost.
Use NLP and machine learning to automate
the customer experience workflow,
to increase the efficiency of customer experience consultants by organizing contact
sources, and to optimize customer
satisfaction by providing additional
avenues to reach support.
1. Conduct customer interviews with
companies.
2. Train a model on customer support conversation data.
3. Build prototype.
1. Companies with existing customer
support teams who want to increase
efficiency.
2. Potentially other providers in the
space with infrastructure we
can leverage/act as a complement to
1. Customer acquisition.2. Computing.
SaaS subscriptions: charge companies based on their size.
Initially, social media, specifically Twitter. Other platforms and other channels can
follow later.
Dataset of customer service interactions (need quality and
quantity).
1
3
4 2We provide a SaaS
product that is standalone or that interfaces with an
existing CRM.
6
7
89
Business Model Canvas in Week 1
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Week One MVP: Automating Hootsuite
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MVP Week 1: Supercharging Social
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“Time spent answering repeated queries is painful but Zendesk has some pretty neat DIY functionality that we have been using as a ‘Hack’ to mitigate this” - Stacey, Customer Support Manager at Consumer
Application with > 50MAU
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MVP Week 1: Supercharging Social
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Lesson 1: The Hierarchy of Pain
9
Ready to throw money
Attempted a solution
Looking for a solution
Is aware of problem
Has a problem
Where money is ->(pupils dilating)
Where many seemingly excited
customers actually are
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Lesson 2: When to Pivot?
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Business Model Canvas in Week 5
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Automating Product Management Tools
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MVP Week 4: Product Management Tools
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Lesson 2: When to Pivot?
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Lesson 3: What is a Hypothesis? Be Specific
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Business Model Canvas in Week 6
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Customer Segments Hypotheses - “People at Companies” vs. UX Researcher
“Core Product Team”● Product Manager● UX Researcher● Product Marketing Manager (Customer Advocate)● Engineering Lead● Customer Applications Engineer
Hypothesis Status: Validated
C-Level ExecutivesHypothesis Status: Inconclusive
InvestorsHypothesis Status: Inconclusive
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Lesson 3: Power of Customer Archetype
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UX researcher within the product group at a leading consumer drone manufacturer
To learn about her customers, Jenny:- Reads drone hobbyist forums online- Prepares customer surveys and collate results- Prepares weekly reports for the company, with
key customer metrics and customer quotes- Reports to her boss “Jeremy” with actionable summaries of customer
feedback and metrics
Customer Archetype - “Jenny”
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The Net Promoter Score (NPS)
NPS is the gold-standard of pre-social media timesBut NPS is still the metric that Jenny cares most about.
Companies cannot calculate real-time NPS, and struggle to gather statistically significant results.
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Jenny’s Current Pain
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MVP Week 10: Real-Time Insight
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Lesson 3: Power of Customer Archetype
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What’s Next?