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Listen with Curiosity - Wie der Kunde eine Stimme bekommt und was wir durch das Zuhören lernen können

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Listen with Curiosity - Wie der Kunde eine Stimme bekommt und was wir durch das Zuhören lernen können

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Beschreibung

“You have to start with the customer experience and work backwards to the technology” (Steve Jobs). Der Erfolg digitaler Produkte und die Keimzelle relevanter Innovation liegt in einem klar definierten Kundenbedürfnis. Die Customer Experience, also das Gesamterlebnis des Kunden mit der Marke und dem Produkt, ist wesentlicher Erfolgstreiber und mittlerweile zentrale Größe im eCommerce. Wir sollten dabei nicht vergessen, dass der Kunde ein Individuum ist und seine eigene, persönliche Erfahrung entsprechend subjektiv, kontextspezifisch und individuell sind. Predictive Analytics und andere Verfahren der quantitativen Datenanalyse bilden in der Regel auch nicht diese Vielfalt ab und erklären im Ergebnis auch immer nur das „was“. Qualitative Methoden im User Research können demgegenüber auch das „warum“ beantworten. Nur die Kombination aus beiden Disziplinen führt zu einem holistischen Verständnis. Wenn wir von unseren Kunden lernen wollen, gibt es keinen besseren Weg als dem Kunden buchstäblich zuzuhören. Sogenannte Voice of Customers Solutions geben uns die Möglichkeit, dem Kunden eine Stimme zu geben. Ich zeige Euch, wie wir systematisch und toolbasiert unseren Kunden zuhören. Im Besonderen möchte ich Euch an unseren Key Learnings teilhaben lassen und mich Euch diskutieren, inwieweit Ihr ähnliche Erfahrungen gemacht habt.

Transkript

  1. 1. May 2019 | UX Roundtable| Michael Langmaack Listen with Curiosity Wie der Kunde eine Stimme bekommt
  2. 2. Boring?
  3. 3. No, it`s fun!
  4. 4. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 5
  5. 5. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 6
  6. 6. What Why Analytics shows you what is happening. User feedback shows you why.
  7. 7. 5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 8 Personas`Lab` TestingOnline SurveysOnsite Feedback ‘Many’ (high level of variance) ‘Few’ (aggregated base) Customer Surveys Online Panel Surveys Conjoint Studies UX Testing (Lab) Remote Tests Telephone Interviews Focus Groups
  8. 8. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 9
  9. 9. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 10
  10. 10. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 11 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
  11. 11. # 1Build Individual Trigger
  12. 12. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 14 Website | Behavior Data Layer Google Tag Manager | Event Custom Javascript Value Trigger ▪ Has registered ▪ Has purchased product ▪ Is in A/B test group ▪ …
  13. 13. 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)
  14. 14. # 2Simplified Feedback Form
  15. 15. 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 Website Relaunch Feedback form rework 5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 17
  16. 16. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 18 Old feedback flow New feedback flow
  17. 17. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 19 320%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
  18. 18. # 3Valuable customers Speak Up
  19. 19. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 21 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.
  20. 20. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 22 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. Test of differences in spending per day (median) between the two groups. Wilcoxon rank sum test: significant differences (p<.001)
  21. 21. # 4People Walk Their Talk
  22. 22. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 24 30 days before 30 days afterFeedback ~4k customers & ratings, 18month time period Usabilla data Data warehouse data
  23. 23. 22% Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 25 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.
  24. 24. # 5Insights from a Exit Intent Survey
  25. 25. 5/6/2019 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 | UX Roundtable | Michael Langmaack 27
  26. 26. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 28 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
  27. 27. Improving Feedback & User Experience
  28. 28. 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 | UX Roundtable | Michael Langmaack5/6/2019 30 1.9 absolute growth 0.07 average growth per month
  29. 29. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 31 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?
  30. 30. Michael Langmaack michael.langmaack@esailors.de | LinkedIn & Xing

Beschreibung

“You have to start with the customer experience and work backwards to the technology” (Steve Jobs). Der Erfolg digitaler Produkte und die Keimzelle relevanter Innovation liegt in einem klar definierten Kundenbedürfnis. Die Customer Experience, also das Gesamterlebnis des Kunden mit der Marke und dem Produkt, ist wesentlicher Erfolgstreiber und mittlerweile zentrale Größe im eCommerce. Wir sollten dabei nicht vergessen, dass der Kunde ein Individuum ist und seine eigene, persönliche Erfahrung entsprechend subjektiv, kontextspezifisch und individuell sind. Predictive Analytics und andere Verfahren der quantitativen Datenanalyse bilden in der Regel auch nicht diese Vielfalt ab und erklären im Ergebnis auch immer nur das „was“. Qualitative Methoden im User Research können demgegenüber auch das „warum“ beantworten. Nur die Kombination aus beiden Disziplinen führt zu einem holistischen Verständnis. Wenn wir von unseren Kunden lernen wollen, gibt es keinen besseren Weg als dem Kunden buchstäblich zuzuhören. Sogenannte Voice of Customers Solutions geben uns die Möglichkeit, dem Kunden eine Stimme zu geben. Ich zeige Euch, wie wir systematisch und toolbasiert unseren Kunden zuhören. Im Besonderen möchte ich Euch an unseren Key Learnings teilhaben lassen und mich Euch diskutieren, inwieweit Ihr ähnliche Erfahrungen gemacht habt.

Transkript

  1. 1. May 2019 | UX Roundtable| Michael Langmaack Listen with Curiosity Wie der Kunde eine Stimme bekommt
  2. 2. Boring?
  3. 3. No, it`s fun!
  4. 4. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 5
  5. 5. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 6
  6. 6. What Why Analytics shows you what is happening. User feedback shows you why.
  7. 7. 5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 8 Personas`Lab` TestingOnline SurveysOnsite Feedback ‘Many’ (high level of variance) ‘Few’ (aggregated base) Customer Surveys Online Panel Surveys Conjoint Studies UX Testing (Lab) Remote Tests Telephone Interviews Focus Groups
  8. 8. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 9
  9. 9. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 10
  10. 10. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 11 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
  11. 11. # 1Build Individual Trigger
  12. 12. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 14 Website | Behavior Data Layer Google Tag Manager | Event Custom Javascript Value Trigger ▪ Has registered ▪ Has purchased product ▪ Is in A/B test group ▪ …
  13. 13. 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)
  14. 14. # 2Simplified Feedback Form
  15. 15. 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 Website Relaunch Feedback form rework 5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 17
  16. 16. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 18 Old feedback flow New feedback flow
  17. 17. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 19 320%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
  18. 18. # 3Valuable customers Speak Up
  19. 19. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 21 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.
  20. 20. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 22 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. Test of differences in spending per day (median) between the two groups. Wilcoxon rank sum test: significant differences (p<.001)
  21. 21. # 4People Walk Their Talk
  22. 22. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 24 30 days before 30 days afterFeedback ~4k customers & ratings, 18month time period Usabilla data Data warehouse data
  23. 23. 22% Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 25 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.
  24. 24. # 5Insights from a Exit Intent Survey
  25. 25. 5/6/2019 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 | UX Roundtable | Michael Langmaack 27
  26. 26. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 28 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
  27. 27. Improving Feedback & User Experience
  28. 28. 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 | UX Roundtable | Michael Langmaack5/6/2019 30 1.9 absolute growth 0.07 average growth per month
  29. 29. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 31 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?
  30. 30. Michael Langmaack michael.langmaack@esailors.de | LinkedIn & Xing

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