ux australia - voice of customer in the product lifecycle

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)