Based on interviews with:"" 3M Frito-Lay, a unit of PepsiCo Amdahl Hewlett-Packard Amoco IBM A viva Rosenstein @avivaux W Avon Products Intel Boeing Johnson & Johnson Bristol-Myers Squibb Kmart Caterpillar Maytag Dana McDonald’s armGun 2014 Data General Merck Delta Air Lines National Semiconductor
Digital Equipment Procter & Gamble The Walt Disney Co. Raychem Dow Chemical Schlumberger DuPont Texas Instruments Eastman Kodak Wal-Mart Stores Emerson Electric Wang Labs 3
ACQUIRE! A viva Rosenstein @avivaux W armGun 2014 RETAIN!
Users’ feedback is usually about: • Billing or account problems A viva Rosenstein @avivaux W • Problems using the system • Suggestions for improving the product armGun 2014
Once in a This was the easiest signing program I have ever had to
while, they use. It was totally fast and I didn't have to call the even say customer service support and stay on the phone with a Actual nice things: rep. for hours to get my User Feedback! ! document signed and sent. 22 WONDERFUL program!!!!!!
Other approaches to getting user feedback: A Phone or email viva Rosenstein @avivaux W conversations with customers armGun 2014
Ad hoc surveys and 24 focus groups
My Top Goals for Collecting Feedback
A viva Rosenstein @avivaux W Validity Produces unbiased, trustworthy data Delivery Easy to share insights with team members Retention Knowledge retained in the company armGun 2014 Usability Won’t pollute the user experience
Scalability Easy to implement, uses resources eﬃciently Contextual Channel accessible from within the service " 25
Validity Delivery Retention Usability Scalability Contextual Social A Media viva Rosenstein @avivaux W " " Ad Hoc Surveys " "" " " " " Customer Calls armGun 2014 " " " " " Focus
Primary driver of startup failure: Lacking insights into customers’ needs A viva Rosenstein @avivaux W No Market Need for Solution 42% Poor Product Quality or Usability 17% armGun 2014 Need/Lack Business Model 17%
Ignored Customers 14% Product Mis-Timed 13% 45
READY AIM FIRE Discovery Definition Develop Deliver Find Out Identify A viva Rosenstein @avivaux W Who is Themes Rapid User Affected and testing Feedback Patterns Refine Collect Map Causes Measure Data and Effects Impact Strategy armGun 2014
Idea or Vision Aligned to Objectives Launch What To Do & Why How To Do It 46