- Lots of different feedback (NPS, Csat, Trustpilot, etc.)
- Goal: one place where all the feedback goes to
- One owner for each source of feedback
- Make sure that afterwards there’s a clear feedback route; but problem is how to do that at scale?
- How do we no overengineer something that should be really simple?
- How do we build something that works for all teams?
- “Where we are with feedback / where our vision is?” > how do we build something that’s scalable?
- Onfido: NPS: top level company metric. Vision: get feedback from all the sources and aggregate; split the data and analyse by all elements that we want
- Onfido, Wagestream > B2B2C
- Feedback gathering: ad hoc or purposeful basis?
- Gathering feedback process nailed; then analysing and actioning on that feedback (how to automate it?)
- Thread: Report NPS weekly to the whole company! Back it with the customer support tags!
- is it possible to understand what the customer journey will look like off the back of the customer feedback?
- NPS: great metric but potentially a lagging metric
- How do you move from a resource intensive gathering of customer feedback to something a bit more scalable
- E.g. the % of bookings that result in a ticket needs to be reduced.
- How can we respond to client at scale & take action internally?
- Aggregating data by (theme) to drive one metric
- To be able to focus on one number and get the whole company behind is very powerful
- Aligning between internal and external expectations
- There’s difference between what people want/need
- How do you scale that feedback for meaningful insights
- Using the feedback to take action
- Prioritisation of the feedback
- Lots of feedback that we can’t action
- How do you balance user insight/research vs feedback
- Understanding basic level structures in place
- Customer support/success are sitting on a goldmine right now
- Weighing different types of feedback, e.g. Trustpilot feedback vs NPS which is easier; how do you prioritise that kind of thing
- From a statistical point of view - what feedback is more important?
- Everything you do needs to be fit within a commercial context
- How do you validate the feedback: how do you know that you have a perceptional problem vs a real problem? How do you validate at scale?
- Onfido: If it’s a detractor/promoter, the system will create a thing on Asana
- Several thousand people. Only that many will respond, and only that many will agree to a call
- Send twice a year
- Allocate resources to whatever the key trends are
- Try to solve the problem
- Plot the trends on a bar chart; each bar is an item and it quantifies NPS impact.
- Weighting is really interesting
- Would like to link the customer NPS scores with financial metrics (e.g. LTV, acquisition cost, etc.)
- Would be great to say: by improving NPS, we managed to impact LTV, acquisition cost, etc. - unable to do this yet
- NPS: improving customer loyalty but it doesn’t necessarily move other metrics
- If analysing manually, dangerous to have bias
- Some outsourcing companies have automated sentiment analysis that humans review afterwards
- You don’t need to use the same attributes but you need the same definitions for use across the teams
- Biggest challenge is having everyone on the same page working together
- Maybe segmentation should flex depending on the company objectives?
- Important to have one person who is responsible for driving the internal feedback dissemination
- Vision/user research/feedback mix for building the product feedback
- You cannot have one without the other
- Fake door experiment - let’s see how many people use it / do it (giving a sense for demand)
- You should never be building things based on faith for too long
- Tech is what enables operational teams to scale; how do we support growth vs refactoring internal stuff? How do we balance the two out?
- Without operational excellence we cannot scale business
- “Power of moments” by Heath brothers book - on bringing delight, what makes the peaks/troths
- Focus on I like you to I love you, vs I hate you to I like you
- Is there a clear vision?
- Are we good at gathering feedback?
- How are we prioritising? Weighting the data?
- Is user research or feedback more important?
- Qualitative vs quantitative data
- Qualtrix (?) > own Delight(ed)?
Segmentation is not fixed. It will have to flex depending on where the company is.
It’s a journey. It won’t be perfect from the get go.
What is reassuring that no one has the perfect answer :) Good to know that we’re not missing a trick.
Everyone has that challenge of scaling it up.