Influence of feedback
Ingrained and Critical
Product Differentiator
Improve stickiness
"It is really hard to design products by focus groups. A lot of times, people don`t know what they want until you show it to them." Steve Jobs.
"And of the things I`ve always found is that... You`ve got to start with the customer experience and work backwards to the technology. You can`t start with the technology..." "What incredible benefits can we give to the customer? Where can we take the customer? Not starting with "Let`s sit down with engineers and figure out what awesome technology we have and then how we going to market that." Steve Jobs.
Helps you source clear indications of quality when it comes to human or transaction based services.
Helps differentiate your product and propel your business objectives.
Helps you increase stickiness of your customer base and satisfy them across each interaction.
Start with:
Objective for feedback collection
Hypotheses to be proven
Feedback collection channels
Size of the audience
Active
Passive
Qualitative
Quantitative
Regular customer calls
Customer connection panels
Focus Groups
Jobs to be done
Design Thinking
Surveys
NPS score
Social media reactions
Chat experience
Feedback buttons
Prompts and Wizzards
Statistically significant set of at least 30 inputs
Qualitative or Quantitative
Duration of feedback collection
Interactions of feedback collection
Go back to:
Objective for feedback collection
Hypotheses to be proven
Find patterns in customer feedback
Categorize the feedback into segments of further investigations
Look for clear indications of prove/disprove hypotheses.
Survey tools and default analytics
R to investigate patterns
Bl analytics tools
Geographical biases
Persona based feedback
Positive/negative comments
Customer lifetime spend
Customer size
Engagement levels
No data to prove or disprove your hypotheses is still acceptable
Evaluate whether the data set is the accurate size
Evaluate whether the right feedback collection mechanism was chosen
Question your hypothesis. Was it too broad or too narrow?
1. Be clear on why you are collecting customer feedback.
2. Employ the right feedback collection mechanisms and ensure that you have the right audience.
3. Analyze the data to find patterns, even if those are not the ones you were looking for.
4. Normalize and ensure that your data is not skewed.
5. Do not be afraid to reevaluate everything! From hypotheses, to mechanisms, to insights.
Sudeeptha Jothiprakash, Amazon Principal PM.