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Customer Self Service Solution Optimization
- 1. Optimize Customer
Self-Service by
Combining Metrics
with Customer Feedback
Martin Krohne
Senior Manager User Experience, AutoTrader.com
- 3. a l l n e w t i t l e :
how to make sure
your self-service solution
actually works
3
- 4. every time
I think I know my customers,
they surprise me
martin krohne - when asked for a quote for this conference - Jun. 2011
4
- 12. when you assume
that you know what to ask
you might not learn enough
12
- 17. usability testing
can uncover hidden problems
and offer opportunities for probing
17
- 20. testing,
observing
and interviewing
tips
20
- 21. watch what they do
to learn what the real problem is
when using your self-service solution
21
- 22. ask them what it was
that they wanted to do in the first place
22
- 24. but don’t ask them
how to fix it
because they don’t know what you know
24
- 25. clarify their pain points
it is up to you to come up with a solution
because you know what is possible
25
- 29. use the survey results
to confirm what you’ve learned so far
and to prioritize the most important issues
29
- 30. pick the biggest issue(s)
don’t try to solve everything at once
look for the biggest impact
- 32. clearly state the problem
what did customers struggle with?
what task were they trying to complete?
what was their biggest pain point?
32
- 36. test early and often
don’t wait for the final solution
to be complete - you want to know what fails
as early as possible
36
- 39. test your new solution(s)
with your customers
find out what you really fixed and
learn what doesn’t work
- 41. do it over and over
keep re-designing and testing until you’ve
solved the big problems (not all of them)
41
- 45. test your best alternative
in a live setting against your current
self-service product
45
- 51. you are not your customer
you need to find out how they think
and why they are struggling
- 52. data is not the answer
performance metrics will not tell you why
customers are having trouble
52
- 53. surveys
are not the only
or the best approach
you may only learn
what you already think you know
53
- 56. develop
multiple
solutions
you will quickly learn what is feasible
and are likely to discover innovative ideas
56
- 57. test early and often
a small group of customers can help you
quickly determine which solutions might work
57
- 58. test your best alternative
use clearly defined metrics that support solving
the problem(s) you’ve observed and verified
58
- 59. stop
when you have significant improvement,
not the most perfect solution
to your customer’s problem
59
- 60. launch and start over
big problems mask smaller ones
and customer expectations
continue to grow
60