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#RelateLive
Customer Feedback for Good,
not Evil
by Ângela Guedes
Customer Success Manager @Typeform
Porto,
Portugal
Communication
Sciences
#18
@Typeform
Biography
Made in
Barcelona
Launched
2 yrs ago
1M users (fremium)
15K paying customers
$15M Series A
(9mo ago)
Typeform
Typeform
Easy-to-use and intuitive DIY platform for human interaction that anyone can use
Ask questions and collect data o...
CS Pillars
1. Customer Support
2. Customer Experience
3. Education
4. Account Management
Customer Success Team
Customer Experience Framework
Onboard & Train
Onboard and train PRO &
PRO+ users with 1 to many
strategies
# tickets per P...
Customer Experience Framework
Onboard & Train
Inspire PRO & PRO+ users
with new & sticky use cases
to grow their typeform’...
Customer Experience Framework
Onboard & Train
Inspire PRO & PRO+ users
with new & sticky use cases
to grow their typeform’...
Customer Experience Framework
Onboard & Train
Analyze user’s feedback to
impact Product roadmap
and improve their
experien...
Net Promoter Score
What is Net Promoter Score (NPS)?
• 2 question survey
• Likelihood to recommend 0-10
• Follow-up question
• Objectives
• Q...
NPS Workflow
Hidden Fields
Email, Plan, Country, Score,
Milestone
NPS Workflow
Hidden Fields
Email, Plan, Country, Score,
Milestone
NPS Workflow
Hidden Fields
Email, Plan, Country, Score,
Milestone
NPS Workflow
Hidden Fields
Email, Plan, Country, Score,
Milestone
PRO
detractors
NPS Score
All users
Promoters 3,921 57%
Passives 1,716 25%
Detractors 1,263 18%
Total 6,900
NPS score 39
PRO users
Promote...
Churn Survey
Churn survey history
Email
18%
In-app
22%
Mandatory
100%
Churn survey Workflow
Hidden Fields
Email, Billing Period, Country, Score, Signup date,
Latest upgrade, Last invoice, Orga...
Churn survey Workflow
Hidden Fields
Email, Billing Period, Country, Score, Signup date,
Latest upgrade, Last invoice, Orga...
Churn survey Workflow
Hidden Fields
Email, Billing Period, Country, Score, Signup date,
Latest upgrade, Last invoice, Orga...
Churn Survey | score vs reason
Least frequent reasons have low ratings
Most frequent reason has highest rating
Churn Survey | follow-up actions
Low usage: Inspire with more use cases
High usage: Yearly plan discount
Support Tickets
Support Tickets
3,5k tickets/month 98% C-SAT
How to quantify open feedback?
A
type of issue
B
panel
C
Feature
eg. feature request
eg. builder
eg. Logic jump
Tag system
Customer Voice
(for good, not evil)
Multiple Channels
NPS
CHURN
SUPPORT
TICKETS
SOCIAL
MEDIA
CALLS
PRODUCT
Interviews
Why Customer Voice?
Not enough data Hard to identify patterns
Customer Voice | Solution
Aggregate customer feedback Identify trends
Customer Voice | Metrics
C-SAT NPS score Churn score F. Requests Pain Points
Customer Voice Overview
TICKETS
98% C-SAT
3,5K support requests
73 bug related
Pain points
1. Pro trial/Private mode
2. De...
Impact of the Customer Voice?
Prioritize projectsInfluence Product Influence Marketing
Takeaways | How to use data for good
1 Make it relevant Segment and aggregate to identify trends.
Takeaways | How to use data for good
1
2
Make it relevant Segment and aggregate to identify trends.
Make it scalable Autom...
Takeaways | How to use data for good
1
2
3
Make it relevant Segment and aggregate to identify trends.
Make it scalable Aut...
Takeaways | How to use data for good
1
2
3
Make it relevant Segment and aggregate to identify trends.
Make it scalable Aut...
Thanks!
Ângela Guedes
angela@typeform.com
@aguedes
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Customer Feedback for Good, not Evil (Relate Live London)

Angela Guedes, Customer Success Manager, Typeform
Customer feedback. We all say we want it, but it's not always great to hear or easy to deal with. Oftentimes positive feedback gets sent around, pasted on a wall, and then forgotten. Negative feedback is even easier to pass over. But don't. And don't ever use feedback to punish, cajole, or manipulate.

Customer feedback is a gift that should be used for good, not evil. It's free insight on your product, intel on your support, and guidance for the future. Hear how Typeform communicates customer feedback internally to keep their product humming, their features useful, and their company on target.

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Customer Feedback for Good, not Evil (Relate Live London)

  1. 1. #RelateLive
  2. 2. Customer Feedback for Good, not Evil by Ângela Guedes Customer Success Manager @Typeform
  3. 3. Porto, Portugal Communication Sciences #18 @Typeform Biography
  4. 4. Made in Barcelona Launched 2 yrs ago 1M users (fremium) 15K paying customers $15M Series A (9mo ago) Typeform
  5. 5. Typeform Easy-to-use and intuitive DIY platform for human interaction that anyone can use Ask questions and collect data on any screen and device
  6. 6. CS Pillars 1. Customer Support 2. Customer Experience 3. Education 4. Account Management Customer Success Team
  7. 7. Customer Experience Framework Onboard & Train Onboard and train PRO & PRO+ users with 1 to many strategies # tickets per PRO user during first 30 days # unaware tickets per PRO user during first 30 days Reduce 30-day churn rate
  8. 8. Customer Experience Framework Onboard & Train Inspire PRO & PRO+ users with new & sticky use cases to grow their typeform’s usage Onboard and train PRO & PRO+ users with 1 to many strategies Inspire & Retain # tickets per PRO user during first 30 days # unaware tickets per PRO user during first 30 days Reduce 30-day churn rate NET Churn MRR # typeforms per PRO account (avg)
  9. 9. Customer Experience Framework Onboard & Train Inspire PRO & PRO+ users with new & sticky use cases to grow their typeform’s usage Identify inactivity causes & re-engage users Onboard and train PRO & PRO+ users with 1 to many strategies Inspire & Retain Reactivate # tickets per PRO user during first 30 days # unaware tickets per PRO user during first 30 days Reduce 30-day churn rate NET Churn MRR # typeforms per PRO account (avg) Reactivation MRR
  10. 10. Customer Experience Framework Onboard & Train Analyze user’s feedback to impact Product roadmap and improve their experience with our platform Inspire PRO & PRO+ users with new & sticky use cases to grow their typeform’s usage Identify inactivity causes & re-engage users Onboard and train PRO & PRO+ users with 1 to many strategies Listen & MeasureInspire & Retain Reactivate # tickets per PRO user during first 30 days # unaware tickets per PRO user during first 30 days Reduce 30-day churn rate NPS score Churn score Customer Voice Report NET Churn MRR # typeforms per PRO account (avg) Reactivation MRR
  11. 11. Net Promoter Score
  12. 12. What is Net Promoter Score (NPS)? • 2 question survey • Likelihood to recommend 0-10 • Follow-up question • Objectives • Quantify customer loyalty / satisfaction • Analyze qualitative feedback • Engage with customers
  13. 13. NPS Workflow Hidden Fields Email, Plan, Country, Score, Milestone
  14. 14. NPS Workflow Hidden Fields Email, Plan, Country, Score, Milestone
  15. 15. NPS Workflow Hidden Fields Email, Plan, Country, Score, Milestone
  16. 16. NPS Workflow Hidden Fields Email, Plan, Country, Score, Milestone PRO detractors
  17. 17. NPS Score All users Promoters 3,921 57% Passives 1,716 25% Detractors 1,263 18% Total 6,900 NPS score 39 PRO users Promoters 422 64% Passives 181 27% Detractors 56 8% Total 659 NPS score 56 Respondents %Respondents %
  18. 18. Churn Survey
  19. 19. Churn survey history Email 18% In-app 22% Mandatory 100%
  20. 20. Churn survey Workflow Hidden Fields Email, Billing Period, Country, Score, Signup date, Latest upgrade, Last invoice, Organization & Department ❖ Max 4 questions ❖ Only 2 required: Score & Reason
  21. 21. Churn survey Workflow Hidden Fields Email, Billing Period, Country, Score, Signup date, Latest upgrade, Last invoice, Organization & Department Pricing
  22. 22. Churn survey Workflow Hidden Fields Email, Billing Period, Country, Score, Signup date, Latest upgrade, Last invoice, Organization & Department Project Ended Pricing
  23. 23. Churn Survey | score vs reason Least frequent reasons have low ratings Most frequent reason has highest rating
  24. 24. Churn Survey | follow-up actions Low usage: Inspire with more use cases High usage: Yearly plan discount
  25. 25. Support Tickets
  26. 26. Support Tickets 3,5k tickets/month 98% C-SAT
  27. 27. How to quantify open feedback? A type of issue B panel C Feature eg. feature request eg. builder eg. Logic jump Tag system
  28. 28. Customer Voice (for good, not evil)
  29. 29. Multiple Channels NPS CHURN SUPPORT TICKETS SOCIAL MEDIA CALLS PRODUCT Interviews
  30. 30. Why Customer Voice? Not enough data Hard to identify patterns
  31. 31. Customer Voice | Solution Aggregate customer feedback Identify trends
  32. 32. Customer Voice | Metrics C-SAT NPS score Churn score F. Requests Pain Points
  33. 33. Customer Voice Overview TICKETS 98% C-SAT 3,5K support requests 73 bug related Pain points 1. Pro trial/Private mode 2. Demo user 3. Results Feature requests 1. Advanced analytics 2. Save partial responses 3. Custom Notifications 4. Advanced Payment field NPS NPS Score: 39 PRO NPS: 56 In a sprint/done On the roadmap Not prioritized Prioritized in V2 Churn Avg Rating (All Paid Users): 8.00 Avg Rating (PRO+): 7.30
  34. 34. Impact of the Customer Voice? Prioritize projectsInfluence Product Influence Marketing
  35. 35. Takeaways | How to use data for good 1 Make it relevant Segment and aggregate to identify trends.
  36. 36. Takeaways | How to use data for good 1 2 Make it relevant Segment and aggregate to identify trends. Make it scalable Automate what you can. Be personal when it’s valuable.
  37. 37. Takeaways | How to use data for good 1 2 3 Make it relevant Segment and aggregate to identify trends. Make it scalable Automate what you can. Be personal when it’s valuable. Make it actionable Kind feedback is only good for the ego. Only collect actionable data.
  38. 38. Takeaways | How to use data for good 1 2 3 Make it relevant Segment and aggregate to identify trends. Make it scalable Automate what you can. Be personal when it’s valuable. Make it actionable Kind feedback is only good for the ego. Only collect actionable data. 4 Make it visible Each department only knows one chapter of the story. Put everything together and share.
  39. 39. Thanks! Ângela Guedes angela@typeform.com @aguedes

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