why customer feedback is important, how to collect it, and how to convince your boss it's important

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Customers are the ones who generate money so you can have a business. Yet there are few formalized programs for reacting to customer feedback. In this presentation I discuss why this is important, how to do it, and how to convince your boss that it's important. Learn more about dealing with customer feedback at http://www.uservoice.com

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  • 1. Customer Feedback:Why its important, how to collect it, & how to convince your boss to pay attention to it.Evan HamiltonCommunity Manager, UserVoice

2. Customer feedback isimportant. 3. Customer feedback isimportant.So why are there no formalprocesses for it? 4. What Well Cover:1. Why is it important?2. How can you convince your boss that it is?3. Whats the best way to collect it?4. Q&A 5. Why CollectFeedback? 6. It helps you know what yourcustomers really want 7. It helps you know what yourcustomers really want Doing what people wantmakes them happy. 8. It helps you know what yourcustomers really want Doing what people wantmakes them happy. Happy customers meanmore $. 9. It helps you know what yourcustomers really want Doing what people wantmakes them happy. Happy customers meanmore $. That guy who emails a lotis not representative. 10. Its out there 11. Its out there People want to give it toyou. 12. Its out there People want to give it toyou. Letting it sit makespeople angry. In public. 13. Its out there People want to give it toyou. Letting it sit makespeople angry. In public. You listen and deal withcustomer issues whynot feedback? 14. It shows that you give a#@%! 15. It shows that you give a#@%! You do, right? 16. It shows that you give a#@%! You do, right? Customers dont expectcompanies to actuallyact on feedback. Standout. 17. Its a great way to keeppeople engaged 18. Its a great way to keeppeople engaged 60% open rate, 25%clickthroughvs 26%and 5% for regular mail. 19. Its a great way to keeppeople engaged 60% open rate, 25%clickthroughvs 26%and 5% for regular mail. Brings people back whonever would havelooked at your productagain. 20. ConvincingYour Boss 21. Bossesarent evil. 22. Bossesarent evil.They just have to worry about thebottom line. 23. Butcustomersare thebottom line. 24. There will be spies fromother companies! 25. There will be spies fromother companies! You arent your features. 26. There will be spies fromother companies! You arent your features. Fine, use a privateforum. 27. There will be spies fromother companies! You arent your features. Fine, use a privateforum. (This never happens.) 28. Well be forced to buildwhat they ask for! 29. Well be forced to buildwhat they ask for! Your customers are withyou for your vision. 30. Well be forced to buildwhat they ask for! Your customers are withyou for your vision. Customers like No,because. 31. Well be forced to buildwhat they ask for! Your customers are withyou for your vision. Customers likeNo, because. Its not directdemocracy. 32. Itll be a time suck! 33. Itll be a time suck! Yup. 34. Itll be a time suck! Yup. So is filing forbankruptcy and sellingyour Aeron chairs. 35. If Henry Ford had listenedto his customers, he wouldhave built a faster horse! 36. If Henry Ford had listenedto his customers, he wouldhave built a faster horse! Thats great feedback. 37. If Henry Ford had listenedto his customers, he wouldhave built a faster horse! Thats great feedback. The goal is to find painpoints, not solutions. 38. If Henry Ford had listenedto his customers, he wouldhave built a faster horse! Thats great feedback. The goal is to find painpoints, not solutions. Customers experiencethe pain. They know. 39. How tocollectfeedback 40. ASK. 41. This is a bad place to ask for feedback. 42. This is better. 43. Avoid the J-curve. 44. People (mostly) only vote when they likesomething. 45. People (mostly) only vote when they likesomething. 46. If something sucks 47. If something suckspeople just leave. 48. Just allow upvotes. (And read thecomments!) 49. Low barrierto entry. 50. Dont require Yet Another Account. 51. Make it look like home. 52. Avoid thevocalminority. 53. These arent your most valuablecustomers. 54. Voting allows the shy majority a voice. 55. Limited voting further controls the vocalminority. 56. (Plus, it gives you a great excuse for notlistening to them.) 57. Have anescalationprocess. 58. Feedback is worth nothing if shoved inthe closet. 59. Have a formal meeting where decisionsare made. 60. Votes should probably be part of it. 61. Make sure you have the full context. 62. Come in with issues/painpoints/wantsNOT solutions. 63. Accept that everything wont beimplemented. 64. Be prepared to go back and sayno, because 65. So, UserVo ice? 66. There are plenty ofcompetitors. 67. This is a UserVoice Feedback forum. 68. Heres how you sign in. 69. Voting. 70. Posting an idea. 71. Status updates. 72. EvanHamilton@evanhamiltonevan@uservoice.comblog.uservoice.com