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Hearing the voice of the customer in the enterprise product development lifecycle
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Net Promoter Score (NPS)
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The Net Promoter Score is a simple metric
Customers’ likelihood to recommend
Net Promoter Score (NPS) = # of Advocates - # of Detractors
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Detractor Passive Advocate
“How likely are you to recommend Telstra?”
0 1 2 3 4 5 6 7 8 9 10
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From customer satisfaction model to customer advocacy
Knowing we creating great experiences... before launch
We’re a services company
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Measuring Advocacy Prior to Launch
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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”
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We came up with a complicated model…
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Measuring service
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The number of possible combinations of interfaces, devices, infrastructure, telecoms & data, and service
Timeframe and budget
Consistency and repeatability
Measurability
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Service walkthrough
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Case Study 1: Telstra Platinum
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-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
likely to detract.
BP1 = 1 (Critical Impact)
BP2 = 1 (High Impact)
BP3 = 3
BP4 = 0
BP5 = 3
A range of metrics(not real ones)
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Issues relating to Live Chat
Problems accessing remote desktop access for support
Technical jargon used in collateral
Opportunities to improve support agent scripts
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Case Study 2: Telstra Cloud Services
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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)
Experience changes over time
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Identify the discrepancies between Virtual server management and Dedicated server management
Interactive Voice Response (IVR) terminology mismatch
Navigational issues
Platform instability
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Wins for TelstraPage 20
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Pushing boundaries of traditional lab-based user testing & iterating methodology
Discover and mitigate issues relating to overall service
Being able to show with tangible evidence how the overall service impacts the uptake of a product
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Operationalised testing model
Faster and better decision making on product launch & risk
Reportable outcomes for exec governance forums
Ensuring uptake
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Limitations
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The NPS is a funny metric
The tail wagging the dog
Difference between a service walkthrough and the true live state
Outcomes when the horse has bolted
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Thank youMegan Cruickshank, Telstra (@brightsparrow)Nilma Perera, U1 Group (@u1group)