final customer stories filters presentation
TRANSCRIPT
Thomas Rizzolo Senior UX Researcher - Digital Marketing [email protected]
Salesforce 2016 Customer Stories Filter StudyFebruary 2016
Fanya Young UX Researcher - Digital Marketing [email protected]
ObjectivesTo understand user expectations of the Customer Stories filters
1. Top-Tier Filters
2. Business Size
3. Business Needs
Customer Stories Filters
Scope
Study
Participants
Test
Scope
Oct.12, 2015 - Nov. 3, 2015
60 Customers 58 Prospects
Survey Questions
Interpretations & Recommendations
What They Saw
Top-Tier Filtering
To understand users’ expectations of the Top-Tier filters
Top-Tier FilteringGoals
Most Popular
Most Viewed
Most Featured Stories
Most Recommended
Our Top-Tier filters are consistent with those of our users
Top-Tier FilteringKey Findings
“High traffic area where most of the visitors spent their time.”
Most Popular
“The highest number of views for a given period of time.”
Most Viewed
“The most successful results for other customers.”
Most Featured Stories
“Stories that I would want to see based off of the stories I have already read.”
Most Recommended
Most Popular
Most Viewed
Most Featured Stories
Most Recommended
Company Size Filtering
To understand users’ expectations of the Top-Tier filters
Company Size FilteringGoals
Small Business Market
Mid-Market Business
Enterprise Business
Our internal definitions of Company Size and those of our users are consistent
Company Size FilteringKey Findings
82%Small Market BusinessSmall Market Business
Mid-Market Business
Enterprise Business
1-100
101-1,000
1,101+
Salesforce Percentage of Users Who Agree
74%Mid-Market Business
74%Enterprise
Business Needs Filtering
To understand users’ expectations of the Business Needs filters
Business Needs FilteringGoals
Sales
Customer Service
Community
Mobile
Analytics
Marketing
App
Business Needs Filtering: SalesKey Findings
Increase salesClose more deals
Win more dealsNone of the Above
0 7.5 15 22.5 30
13
525
Recommendation
Increase sales
Business Needs Filtering: Customer ServiceKey Findings
Keep more customersImprove customer service
Raise customer retention ratesNone of the Above
0 8 15 23 3005
226
Recommendation
Improve customer service
Create an online community forumEngage with your customers
Connect customers to each otherNone of the Above
0 6 12 18 24 3013
525
Business Needs Filtering: CommunityKey Findings
Recommendation
Create an online community forum
Remote access to databasesManage business from your phone
Run your business on the goNone of the Above
0 2 4 6 8 10 12 140
1312
8
Business Needs Filtering: MobileKey Findings
Recommendation
* Run your business from your phone
* Only if there are Customer Stories about mobile solutions
Business Needs Filtering: AnalyticsKey Findings
Analyze business dataGrow my business
Get business metrics in real-timeNone of the Above
0 6 12 18 24 30014
30 Recommendation
Analyze business data
Business Needs Filtering: MarketingKey Findings
Find more customersGet more leads
Build & manage customer journeysNone of the Above
0 4 8 12 160
516
14 Recommendation
Find more customers
Business Needs Filtering: AppKey Findings
Build and implement appsCreate and install apps
Use apps to build your businessNone of the Above
0 4 8 12 160
157
11 Recommendation
Create or find apps to build your business
Appendix
Scope
Study
Participants
Test
Scope
Oct.12, 2015 - Nov. 3, 2015
Survey Questions
Interpretations & Recommendations
Sales Customer Service Marketing IT Analytics Community
73 62% 46 39% 61 52% 49 42% 51 43% 28 24%
Thank you