build happy customers
TRANSCRIPT
sfdc_ppt_corp_template_10_20_2012.ppt
Build Happy Customers
Build Happy CustomersThrough research, design, and insights.
Who We AreYakaira NunezSenior User Research, Salesforce.com
Carl NelsonSenior Designer, Salesforce.com@carlnelson
Do you know if your customer is happy?
Do you know if your customer is happy?
How do you know?
Do you have a website?
Do you have a website?Looked at it on a phone?
Do you have a website?Looked at it on a phone?Do you have a mobile app?
What is your customer experience strategy?
What is not going to happen today
Boil the ocean.
What is not going to happen today
Boil the ocean.Not selling anything.
What is not going to happen today
Boil the ocean.Not selling anything.Not here to be consultants.
What is not going to happen today
Why are we here?
Find your customer.Why are we here?
Find your customer.Find out if your customer is happy.
Why are we here?
Find your customer.Find out if your customer is happy.Make your customers happier - all the time.
Why are we here?
Find your customer.Find out if your customer is happy.Make your customers happier - all the time.Make your company a customer company.
Why are we here?
What’s in it for me?
Happy customers come back.What’s in it for me?
Happy customers come back.Sell your brand.
What’s in it for me?
Happy customers come back.Sell your brand.Tell you when things go wrong (and right).
What’s in it for me?
Happy customers come back.Sell your brand.Tell you when things go wrong (and right).They do lots of things for free.
What’s in it for me?
Happy customers come back.Sell your brand.Tell you when things go wrong (and right).They do lots of things for free.Identify new customers.
What’s in it for me?
Find your customer
Your customers are people not $$$.Find your customer
Your customers are people not $$$.Listen across all channels.
Find your customer
Your customers are people not $$$.Listen across all channels.Recruiting, segmenting and identifying customers.
Find your customer
Find out if your customers are happy
Methods
What’s worked for us
Implement an ask, listen & respond methodWhat’s worked for us
Implement an ask, listen & respond methodIdentify & understand problems first
What’s worked for us
Implement an ask, listen & respond methodIdentify & understand problems firstObserve the 80/20 rule
What’s worked for us
Why:• Understand who is using your product• Understand why they use your product• Understand what they like and dislike
Survey
What:• Survey Monkey• Wufoo• Google Forms
Survey
When:• Set a regular cadence• After you’ve released a new product
Survey
Who:• Marketing• UX Research
Survey
Where:• Access to surveys on all channels
Survey
How:• What questions need to be asked?• Analyze and turn data into information• Socialize the information
Survey
Why:• Understand who is using your product• Face to rally around for feature usage
Segmentation
What:• Personas (profiles of your users)
Segmentation
When:• As soon as you can• Update them continuously
Segmentation
Who:• Anyone involved in building product• Researcher• Designer• Product Management
Segmentation
Where:• Over the phone• In person• Where your product is used
Segmentation
How:• Customer Interviews• Surveys• Day in the life• Journals
Segmentation
Why:• Get feedback fast• Able to directly observe• Low tech• Low overhead
Guerilla (donut method)
What:• An unorthodox method
Guerilla (donut method)
When:• Works well for early stage ideas
Guerilla (donut method)
Who:• Anyone• Make it a team event
Guerilla (donut method)
Where:• Where your customers are• Conferences• Coffee shops• Bars
Guerilla (donut method)
How:• Have a rough prototype• Or a simple survey• Have a sign that says “free donuts”• Exchange donut for quick feedback
Guerilla (donut method)
Why:• To find all the little breaking points
Usability Test
What:• Works for complex tasks• Unmoderated touchpoints
Usability Test
When:• Before you actually build it• Before things are set in stone• As soon as you can
Usability Test
Who:• Usability analysts• Researchers• Designers
Usability Test
Where:• In-house• GoTo Meeting• Usability testing websites• 3rd party testing
Usability Test
How:• Have a prototype• Moderated by a researcher• Listen and record• Debrief
Usability Test
Why:• Quantitative Data• Measure what is actually happening• Observe aggregate patterns• Split or multivariate testing
Analytics
What:• Track where users go• Discover what they do• Find where they stop• Know where they are coming from• Compare designs, copy or features
Analytics
When:• Build it in early• Releasing a new feature• Exploring options
Analytics
Who:• Researchers• Product Intelligence• Marketing• Data analysts
Analytics
Where:• In your product• On your website• With your media channels
Analytics
How:• ClickWeb• Crazy Egg• Click Density• Google Analytics
Analytics
Don’t.
Focus Groups
Do your research
Do your researchThen design your solution
Rinse & Repeat
Build your capacity
Build your capacityHire a consultant
Build your capacityHire a consultantBuild an internal team
Make your companya customer company
Firehose
How do I start?Firehose
How do I start?• Talk to one of your customers
Firehose
How do I start?• Talk to one of your customers• Your MVPs (Most Vocal People)
Firehose
How do I start?• Talk to one of your customers• Your MVPs (Most Vocal People)• Pick 3 Methods
Firehose
How do I start?• Talk to one of your customers• Your MVPs (Most Vocal People)• Pick 3 Methods• Consult with a UX Person
Firehose
How do I start?• Talk to one of your customers• Your MVPs (Most Vocal People)• Pick 3 Methods• Consult with a UX Person• Office Hours
Firehose
Thanks!Yakaira NunezSenior User Research, Salesforce.com
Carl NelsonSenior Designer, Salesforce.com@carlnelson
