service x berkeley 2015

Delivering Real-Time Product InsightA platform for Product Managers to learn what customers are

saying about their products and competition

Total # of interviews: 139

RobRob did marketing for one of the most sophisticated online marketing practitioners in Europe.

He also worked for Google in Sales.

He was an NCAA champion for the Cal Rugby team too.

PeterPeter works with computational neural networks.

He also taught himself Calculus at age 13.

He enjoys juggling too.

AntingAnting built a language detection system using NLP for Yelp.

He also built electricals for an autonomous Mars rover.

He likes to learn something of everything.

BabarBabar worked with designers and developers to build a platform to organize group travel.

He also built a location-based Twitter feed for himself.

He argues about Soccer Analytics.

3

1. The “Hierarchy of Pain”

2. When to Pivot?

3. Value of Getting Specific

a. How to test a hypothesis

b. Power of customer archetypes

Key Lessons Learned in 10 Weeks

Lesson 1: The Hierarchy of Pain

4

Ready to throw money

Attempted a solution

Looking for a solution

Is aware of problem

Has a problem

Where money is ->(pupils dilating)

Where many seemingly excited

customers actually are

What we used to think...

Customer Support

It’s a massive sector and currently sucks

Team

We’re pretty smart, have strong skills and interesting technology

Hypothesis

We can automate repeatable queries. Of course customers will love it...

ServiceX - Week 0

51. Large companies

with existing customer support

teams who want to increase efficiency.

2. SMBs with little to no existing customer

service presence who would like to

establish one at low cost.

Use NLP and machine learning to automate

the customer experience workflow,

to increase the efficiency of customer experience consultants by organizing contact

sources, and to optimize customer

satisfaction by providing additional

avenues to reach support.

1. Conduct customer interviews with

companies.

2. Train a model on customer support conversation data.

3. Build prototype.

1. Companies with existing customer

support teams who want to increase

efficiency.

2. Potentially other providers in the

space with infrastructure we

can leverage/act as a complement to

1. Customer acquisition.2. Computing.

SaaS subscriptions: charge companies based on their size.

Initially, social media, specifically Twitter. Other platforms and other channels can

follow later.

Dataset of customer service interactions (need quality and

quantity).

1

3

4 2We provide a SaaS

product that is standalone or that interfaces with an

existing CRM.

6

7

89

Business Model Canvas in Week 1

Week One MVP: Automating Hootsuite

7

MVP Week 1: Supercharging Social

“Time spent answering repeated queries is painful but Zendesk has some pretty neat DIY functionality that we have been using as a ‘Hack’ to mitigate this” - Stacey, Customer Support Manager at Consumer

Application with > 50MAU

8

MVP Week 1: Supercharging Social

Lesson 1: The Hierarchy of Pain

9

Ready to throw money

Attempted a solution

Looking for a solution

Is aware of problem

Has a problem

Where money is ->(pupils dilating)

Where many seemingly excited

customers actually are

10

Lesson 2: When to Pivot?

11

Business Model Canvas in Week 5

Automating Product Management Tools

12

MVP Week 4: Product Management Tools

13

Lesson 2: When to Pivot?

14

Lesson 3: What is a Hypothesis? Be Specific

Business Model Canvas in Week 6

15

Customer Segments Hypotheses - “People at Companies” vs. UX Researcher

“Core Product Team”● Product Manager● UX Researcher● Product Marketing Manager (Customer Advocate)● Engineering Lead● Customer Applications Engineer

Hypothesis Status: Validated

C-Level ExecutivesHypothesis Status: Inconclusive

InvestorsHypothesis Status: Inconclusive

16

Lesson 3: Power of Customer Archetype

17

18

UX researcher within the product group at a leading consumer drone manufacturer

To learn about her customers, Jenny:- Reads drone hobbyist forums online- Prepares customer surveys and collate results- Prepares weekly reports for the company, with

key customer metrics and customer quotes- Reports to her boss “Jeremy” with actionable summaries of customer

feedback and metrics

Customer Archetype - “Jenny”

The Net Promoter Score (NPS)

NPS is the gold-standard of pre-social media timesBut NPS is still the metric that Jenny cares most about.

Companies cannot calculate real-time NPS, and struggle to gather statistically significant results.

20

Jenny’s Current Pain

21

MVP Week 10: Real-Time Insight

22

Lesson 3: Power of Customer Archetype

What’s Next?