Slides by Jonas Alexandersson, Founder and CXO of Usertribe

1. CRASH COURSE
User Feedback Beyond the Buzz
PreSeed Ventures Webinar
November 17th, 2021
Jonas Alexandersson

2. Source: [xx]
Most companies derail from
customer centricity as they
grow in size and complexity
As organisations grow, a
customer understanding gap
develops between the
company and its customers
CUSTOMER CENTRICITY EVOLUTION
2
TIME
PROFIT
CASH
SALES
LAUNCH GROWTH MATURITY DECLINE
CUSTOMER
CENTRIC
$
PRODUCT/OWNER
CENTRIC
COMPANY LIFE CYCLE

3. 3
What does it mean to be customer
-centric and why is it important?
Offering a consistent great and relevant experience is not enough
Customer centric is understanding your right customers for strategic advantages
Your customer base is very different, in their unmeet needs and more
If you don’t understand that early on and don’t navigate towards an ideal customer
profile, you will be stretched in many directions
Reducing speed, profitability and the customer experience
A strong vision needs customer guidance in its roots. Be a “sensing” organization
In the vision you will be ahead, in the execution of the vision, you need to be in market

4. 4
User segmentation: How to identify
the good customer from the bad?
Bad customers ”Hmm” customers Good customers Great customers
Customer lifetime value is key. Start finding characteristics early on
E.g., strategic importance, willingness to commit, commitment to product feedback
Make Ideal customer profile / personas even before you have customers
Learn to say no to requests and to let go of customers
Even pointing customers to other vendors, that you know are better for them. That is a win!

5. A crash course on how to do qualitative feedback:
How can you “walk in your users shoes’’?
A hands-on method for SaaS startups. Incl. avoid over-
complicating your product with new features and
keep returning to the problem you set out to solve.
5

6. 6
Why qualitative data bridge the gap between
producer and consumer - empathy is key
What are the most critical expectations towards digital banking?
Customers expect easy
and quick digital access
to an advisor when
needed!
s
”
8 5 8
Conclusion
Digital Advisor Easy Access +7
By Julie, 7 days ago
😀 😢 😠 😯 😐
”
The future of banking for me is highly
qualified advisors digitally available for
counselling at my convenience – so no
more physical appearance as the
primary forum for advice
John doe, 35, from Denmark
Online banking Digital Advisor Easy access to advisor
i
Neutral
🖐
”
Last time I had to contact my bank I just
entered my app and in contact I just
clicked dial up, and then I was
automatically transferred to my advisor
who already had my my personal info
ready. Super easy and great experience.
Sarah, 27, from Germany
Digital Advisor
i
Positive
👍
Easy access Personalisation
From human to human
From what to why and how
Centralized to democratized to
be a “sensing company”

7. 7
You need to understand when, where and
how you can source qualitative data as
well as how to interpret and deploy output
Even though it is a skillset
and can seem complex,
don’t be afraid to learn
by doing
Make sure that the human
insights become a living thing
in the team, connect to ICPs /
personas and internal
communication
Remember to source human
data, either in-person or
remote through video
Start small, but start now!
Explore Source Deploy

8. Innovate
to grow
Build
to win
Launch
with success
Optimize
and rethink
Great customer
experiences by
bringing more
innovative products
& services to market
faster!
Where you can integrate human insights across
the product lifecycle to deliver great experiences
in your solutions
Mainly about you
understanding the
customers life, their unmet
and core needs
Get the digital product or
solution right the first time
and build it faster with less
resources.
Win the market faster and
maximize ROMI by
developing GTM strategies
and campaigns based on
deep customer
understanding.
Stay ahead of competitors
by continuously monitor and
optimize your digital
solutions with a customer
centric approach.

9. 9
How you can do it
There is several tools out there to support this process, e.g., Sonarapp.com,
however below is general description without taking a platform into consideration
You identify business
questions. Different
for each stage as
slide before
1
Write a study design.
Make sure it is unbiased,
open-ended and
explores the why
2
Find your audience, book a
session with 5 of them, give
them a reward, record the
session, face, voice, screen
3
Analyze the sessions
afterwards, through notes
and recording. Break it
into small video moments
4
The video moments
created is a great
foundation for
enablement of the team
5
Five steps to customer empathy in your project

10. 10
Final points and key takeaways
A strong vision needs customer guidance in its roots, from the right customers!
Understand your customer groups and ideal customer profile(ICP) / personas
Building new features to chase needs of bad customers can destroy you
Try writing a press release describing the value towards your ICP every time you want to build new
Saying no, is saying yes to your great product experience and great customers
Start small – make it a routine to walk in the shoes of your ICP / personas