Transcript
Page 1: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Evan HamiltonCommunity Manager, UserVoice

Customer Feedback:

Why it’s important, how to collect it, & how to convince your boss to pay

attention to it.

Page 2: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Customer feedback is important.

Page 3: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Customer feedback is important.

So why are there no formal processes for it?

Page 4: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

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

Page 5: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Why Collect Feedback?

Page 6: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It helps you know what your customers really want

Page 7: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It helps you know what your customers really want

• Doing what people want makes them happy.

Page 8: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It helps you know what your customers really want

• Doing what people want makes them happy.

• Happy customers mean more $.

Page 9: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

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.

Page 10: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It’s out there

Page 11: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It’s out there

• People want to give it to you.

Page 12: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It’s out there

• People want to give it to you.

• Letting it sit makes people angry. In public.

Page 13: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

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?

Page 14: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It shows that you give a #@%!

Page 15: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It shows that you give a #@%!

• You do, right?

Page 16: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It shows that you give a #@%!

• You do, right?

• Customers don’t expect companies to actually act on feedback. Stand out.

Page 17: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It’s a great way to keep people engaged

Page 18: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

It’s a great way to keep people engaged

• 60% open rate, 25% clickthrough…vs 26% and 5% for regular mail.

Page 19: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

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.

Page 20: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Convincing Your Boss

Page 21: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Bosses aren’t evil.

Page 22: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Bosses aren’t evil.They just have to worry about the bottom line.

Page 23: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

But customers are the bottom line.

Page 24: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“There will be spies from other companies!”

Page 25: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“There will be spies from other companies!”

• You aren’t your features.

Page 26: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“There will be spies from other companies!”

• You aren’t your features.

• Fine, use a private forum.

Page 27: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“There will be spies from other companies!”

• You aren’t your features.

• Fine, use a private forum.

• (This never happens.)

Page 28: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“We’ll be forced to build what they ask for!”

Page 29: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“We’ll be forced to build what they ask for!”

• Your customers are with you for your vision.

Page 30: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“We’ll be forced to build what they ask for!”

• Your customers are with you for your vision.

• Customers like “No, because”.

Page 31: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“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.

Page 32: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“It’ll be a time suck!”

Page 33: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“It’ll be a time suck!”

• Yup.

Page 34: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“It’ll be a time suck!”

• Yup.

• So is filing for bankruptcy and selling your Aeron chairs.

Page 35: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“If Henry Ford had listened to his customers, he would have built a faster horse!”

Page 36: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“If Henry Ford had listened to his customers, he would have built a faster horse!”

• That’s great feedback.

Page 37: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“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.

Page 38: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

“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.

Page 39: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

How to collect

feedback

Page 40: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

ASK.

Page 41: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

This is a bad place to ask for feedback.

Page 42: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

This is better.

Page 43: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Avoid the J-curve.

Page 44: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

People (mostly) only vote when they like something.

Page 45: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

People (mostly) only vote when they like something.

Page 46: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

If something sucks…

Page 47: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

If something sucks…

…people just leave.

Page 48: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Just allow upvotes. (And read the comments!)

Page 49: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Low barrier to entry.

Page 50: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Don’t require Yet Another Account.

Page 51: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Make it look like home.

Page 52: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Avoid the vocal minority.

Page 53: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

These aren’t your most valuable customers.

Page 54: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Voting allows the shy majority a voice.

Page 55: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Limited voting further controls the vocal minority.

Page 56: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

(Plus, it gives you a great excuse for not listening to them.)

Page 57: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Have an escalation process.

Page 58: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Feedback is worth nothing if shoved in the closet.

Page 59: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Have a formal meeting where decisions are made.

Page 60: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Votes should probably be part of it.

Page 61: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Make sure you have the full context.

Page 62: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Come in with issues/pain points/wants…NOT solutions.

Page 63: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Accept that everything won’t be implemented.

Page 64: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Be prepared to go back and say “no, because…”

Page 65: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

So, UserVoice

?

Page 66: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

There are plenty of competitors.

Page 67: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

This is a UserVoice Feedback forum.

Page 68: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Here’s how you sign in.

Page 69: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Voting.

Page 70: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Posting an idea.

Page 71: Why Customer Feedback is Important, How to Collect it, and How to Convince Your Boss it's Important

Status updates.


Top Related