You have to start with the customer experience and work backwards to the technology. – Steve Jobs. In other words, learn how to build better products and drive customer-centric innovation through your customer’s experience. While all the insights acquired through the analysis of customer behaviour (data analytics) is limited to ‘what’ happened, qualitative analysis can help you to answer ‘why’ it happened. Only the combination of both can results in holistic and unbiased insights. To understand the ‘why’, there’s no better approach than listening to your customer—literally. I will take you through our journey of improving our customer experience by listening to the voices of 30k customers with Usabilla's Voice of Customer (VoC) solution.

1. April 2019 | hub.berlin 2019 | Michael Langmaack
Listen with Curiosity
Digital Transformation
in Line with your Customers

2. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 2

3. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 3
@usabilla
and approaches. But failing to innovate can have disastrousconsequences: non-inno
around to compete for much longer. Only 11% of the Fortune 500 from 1955still exi
timeacompany stayson thetop 500 hasdeclined from 75yearsto 15years. Change

4. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 4

5. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 5

6. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 6

7. What Why
Analytics shows
you what is
happening.
User feedback
shows you
why.

8. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 8
Log-in
Customer gives
feedback
Usabilla data
(rating, feedback etc.)
Encrypted
customer identifier
Usabilla
output
Merging
data
Decrypted
customer identifier
Analyzing data
Usabilla Feedback Flow

9. # 1Build Individual Trigger

10. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 10
Website | Behavior Data Layer Google Tag Manager | Event
Custom Javascript
Value Trigger
▪ Has registered
▪ Has purchased product
▪ Is in A/B test group
▪ …

11. One Fits All Tailored to Customer Groups
Show survey to visitors of a particular page (URL) Show survey to visitors based on custom triggers (e.g., events)

12. # 2Simplified Feedback Form

13. 0
500
1000
1500
2000
2500
1,00
2,00
3,00
4,00
5,00
Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18
Numberoffeedback(sumpermonth)
Averageratingpermonth
Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 13
Website Relaunch
Feedback form rework

14. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 14
Old feedback flow New feedback flow

15. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 15
320%Uplift in total customer feedback
0
200
400
600
800
1000
1200
1400
1600
Jun 17 Jul 17 Aug 17 Sep 17 Okt 17 Nov 17 Dez 17 Jan 18 Feb 18 Mrz 18 Apr 18 Mai 18 Jun 18 Jul 18 Aug 18 Sep 18 Okt 18 Nov 18 Dez 18 Jan 19
Numberoffeedback(sumpermonth)
negative ratings positive ratings
600%Uplift in positive customer feedback

16. # 3Valuable customers Speak Up

17. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 17
Activity
Average number of active purchase
days within a 6 month period.
1050%
People who left feedback
via Usabilla are
more active than all other
customers.
Spending
Average amount that customers have
spent over a six month period.
894%
People who left feedback
via Usabilla spent
more in total than all other
customers.
Spent per Day
Average amount that customers
have spent per active purchase day.
35%
People who left feedback via
Usabilla spent
more at each active purchase day
than all other customers.
Sample size of Usabilla group: 2941 customers. Test of differences in spending per day (median) between the two groups. Wilcoxon rank sum test: significant differences (p<.001)

18. # 4People Walk Their Talk

19. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 19
30 days before 30 days afterFeedback
~4k customers & ratings, 18month time period
Usabilla data Data warehouse data

20. 22%
Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 20
Bad Rating
People who give a bad rating
(1 out of 5) and leave a written
feedback spent on average
less* in the 30 days after
the feedback than in the
previous 30 days.
* Statistically significant (p<0.1), Wilcoxon rank sum test.
Good Rating
17%
People who give a good rating
(5 out of 5) and leave a written
feedback spent on average
more in the 30 days after
the feedback than in the
previous 30 days.

21. # 5Insights from a Exit Intent Survey

22. 4/9/2019
Has Registered
Customer has registered an account in the same session.
+Put Product in Basket
Customer has add any lottery ticket to the basket.
+Not finished Purchase yet
Customer has not successfully finished the purchase
(e.g., has not add a payment method).
+Intent to Exit
Customer has been close to leave the web shop.
Listen with Curiosity | hub.berlin 2019 | Michael Langmaack

23. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 23
7%
10%
24%
17%
11%
5%
10%11%
25%
30%
2%
24%
3%
10%
0%
5%
10%
15%
20%
25%
30%
35%
Price Payment Issues Payment Method Verification Trust Basket Voucher
%ofpeoplementionthatreason
Reasons to quit
Germany UK
~10% Response Rate

24. Improving Feedback & User Experience

25. 0
500
1000
1500
2000
2500
1,00
2,00
3,00
4,00
5,00
Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18
Numberoffeedback(sumpermonth)
Averageratingpermonth
Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 25
1.9 absolute growth
0.07 average growth per month

26. Listen with Curiosity | hub.berlin 2019 | Michael Langmaack4/9/2019 26
Bug Reporting Labeling Campaigns
We provide customer feedback
that describes some kind of user
issue to responsible teams.
Various information provided by
Usabilla or custom variables help
our team to reproduce bugs.
“I've been trying to play lucky
5 for about 3 hours now, it's
coming up error”
We continuously label
customer feedback to spot
major pain-points and track
their evolution over time.
We regularly use campaigns
(polls) to evaluate new products
& features, to answer specific
questions and to carry out
peoples’ motivation behind a
certain behavior.
Customer complaints caused by the
verification process decrease since
the launch of a new feature.
What is the reason why
people terminate first
purchase?

27. Michael Langmaack
michael.langmaack@esailors.de | LinkedIn & Xing