TAME YOUR DATA S E G M E N T I N G U S E R F E E D B A C K # F T W

Rodrigo  Fuentes  is  the    co-­‐founder  of  ListenLoop,  a  feedback  management  pla9orm  that  monitors  what  your  customers  are  doing  in  your  website,  then  triggers  ques=ons  to  capture  feedback,  measure  customer  sa=sfac=on,  and  more.  

A B O U T M E

SEGMENTING USERS

DISTRIBUTION OF FEEDBACK

PRIORITY FIX?  

MISTAKE: Listen to the loudest majority.

SEGMENTED FEEDBACK

SEGMENTED FEEDBACK

STILL A PRIORITY?  

REVIEW 3 FEEDBACK METHODS SUPPORT | SURVEYS | IN-APP

SUPPORT TICKETS

SUPPORT TICKETS 1. AGENTS LABEL TICKETS

SUPPORT TICKETS 2. EXPORT DATA TO CSV

SOME CODING MAY BE REQUIRED DEPENDING ON YOUR SUPPORT SOFTWARE.

See https://github.com/apanzerj/DumpToCSV

SUPPORT TICKETS 2. EVENTUALLY GET THIS

ADD COLUMNS FOR EACH SEGMENTATION VARIABLE SUCH AS “ACCOUNT_TYPE” OR “LTV” AND OTHERS.

SUPPORT TICKETS 3. CROSS-REFERENCE & ADD CUSTOMER DATA

POPULATE ACCOUNT TYPE AND OTHER VARIABLES FROM YOUR CUSTOMER RECORDS, CRM, ETC.

SUPPORT TICKETS 4. CREATE SEGMENTED REPORTS

SUPPORT TICKETS

PROS CONS

•  Conceptually simple

•  Great for low volume

•  Manual work can be eliminated through engineering

•  Takes hours per 100 support tickets

•  Impossible with high-volume

•  PITA if done manually

SURVEYS

SURVEYS 1. SEND SURVEYS VIA EMAIL

SURVEYS

BUT WHEN’S THE LAST TIME YOU FINISHED AN EMAILED SURVEY?

SURVEYS

PUTTING THAT ASIDE, CAN BE A GOOD METHOD

BECAUSE…

SURVEYS 2. EXPORT IS SIMPLE – JUST PRESS A BUTTON

SURVEYS 3. PROGRAMMATICALLY ADD USER DATA

Get account type and from user records by including URL params

SURVEYS 3. INCLUDE URL PARAMS IN SURVEY LINK

SURVEYS

PROS CONS

•  Great if you have 10K+ recipients to counteract low participation rate

•  segmentation is easier with URL parameters

•  May capture biased data set

•  Annoying customers

•  PITA if done manually

IN-APP FEEDBACK

IN-APP FEEDBACK 1.  SETUP QUESTIONS & TRIGGER POINTS WITH )

IN-APP FEEDBACK 2. PASS USER PARAMS WITH JAVASCRIPT

IN-APP FEEDBACK 3. EXPORT AND REVIEW SEGMENTED DATA

IN-APP FEEDBACK

PROS CONS

•  High response rates

•  Selectively trigger questions based on user behavior

•  Segmentation data from user model or behavior

•  Requires JS tag on website

•  Potential sampling issue because selective triggers may not represent entire user base

CONCLUSIONS

•  SEGMENT USERS WHO PROVIDE FEEDBACK FOR BETTER PRODUCT DECISION-MAKING

•  THERE ARE MANY WAYS TO SEGMENT FEEDBACK

•  USE THE METHOD BEST SUITED FOR YOUR RESOURCE CONSTRAINTS

For more tips on communication and engagement

across the customer lifecycle, visit:

http://blog.listenloop.com