Sr Director Shares Lessons in Customer Insights
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Jenny works at Salesforce in customer insights and uses customer feedback to improve the company. She has been in this type of work for a long time. In 2018, her team collected feedback from over 63,000 customers. At Salesforce, customer feedback informs their decisions. Jenny wants to share lessons they've learned from listening to customers over the past year.
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Sr Director Shares Lessons in Customer Insights
- 1. Jennifer Sacks Sr. Director, Customer & Market Insights Listening, Learning, and Driving Action @jennySt0
- 3. thank you!
- 4. Hi, I’m Jenny. I work on customer insights at Salesforce.
- 5. That’s a fancy way of saying I use feedback to make Salesforce a better company for our customers.
- 6. I came to this type of work early.
- 7. 63,293
- 8. Customer Voices in 2018 63,293
- 9. My team answers questions such as…
- 10. At Salesforce, the customer voice fuels our decisions
- 11. But, it hasn’t always felt that way
- 12. The last year has taught us a lot
- 13. Listening Learning Driving ActionLearning Driving ActionListening And I’d like to share some of our lessons with you
- 14. in·sight /ˈinˌsīt/ noun We all need insights to deliver success Information about reactions to a product, a concept, a person's performance of a task, etc., which is used as a basis for improvement
- 15. Listening Learning Driving ActionLearning Driving ActionListening
- 17. Who do you need to listen to? Find your community Super Users Detractors Unfamiliar Influencers
- 18. Our community is all of you
- 19. Build a process for collecting feedback
- 20. Listening Learning Driving ActionLearning Driving ActionListening
- 22. Not all feedback is constructive, but that doesn’t mean it’s not useful
- 24. Source: 2017 Stack Overflow Developer Survey
- 25. “Hey @jennifer sacks, why do I think your update jennifer SUCKS?” “What a stupid comment @jennifer sacks….” “Waiting for @jennifer sacks to come and let us down, again.” “Stop being lazy. Why can’t you just do your job and give us what we’re asking for.”
- 26. Assume best intent Ask for help Context is everything Approaching the unapproachable
- 27. The perfect product is a myth
- 28. Listening and learning with a 360° view Today: Voice of the Customer at Salesforce
- 29. Listening Learning Driving ActionLearning Driving ActionListening
- 31. Turn facts into insight
- 32. Fact vs. Actionable Insight Customers are wary of artificial intelligence. “Let Einstein do its work, but batch it. I’m willing to test AI if I’m able to backtrack to see how things happened, how decisions were made, so I can tell Einstein it made a mistake, correct and make it smarter. That will go a long way to my being able to turn Einstein loose and feel comfortable.”
- 33. Fact vs. Actionable Insight IdeaExchange Ideas don’t get updates. 75% of the top 50 ideas are lacking an update within the last year.
- 34. Expand beyond data “We can talk about technology all day long, but the simple fact is that without integration I can’t really know my customers, and knowing my customers is the only way I stay ahead of the competition.” - CIO
- 37. Join the conversation Tell us what you want to see Celebrate the next step https://sfdc.co/IDXrGroup https://sfdc.co/PrioritizeIdeas https://sfdc.co/dreamforce IdeaExchange Mine requires Your help
Notas del editor
- Welcome and congrats on the first ever Czech Dreamin - making history!
- Through our voice of the customer programs, we were able to listen to nearly 64,000 customer voices throughout the last year.
- We’re use those voices to help us answer the key questions that drive us forward.
- You may be thinking, what does Salesforce’s listening journey mean for me? Well, are all insights leaders at our own companies. Why? Because gathering insights is really just gathering information you’ll use to improve something. And we all want to improve. Whether I’m a developer who wants to write better code, an architect that wants to design better solutions; or an administrator who wants to deliver better tools for my end users, we all want to deliver value. And we won’t know if we’re hitting that mark without asking the customers we serve.
- How are you going to receive inputs? Where will your customers go to tell you what’s working and not? Some examples: SABWA model from Mike Gerholdt Office Hours Satisfaction Survey The process doesn’t have to be fancy, but it should be easy to use (we’ve all been in situations where it’s harder to give feedback than just ignore it e.g. hold times on support lines, long surveys, etc) and built to scale.
- Now you have inputs. The next step is unpacking them to learn more.
- Story time: learning that Salesforce was listed one of the most dreaded Platform technologies. 64k developers took this survey, and we came in #2 on the worst list. Ouch. We looked deeper. We sought out members of our developer community to talk to. And they educated us. They pointed us to a new way of thinking. It wasn’t that we were a terrible technology. It was two main issues: 1. that we didn’t offer enough enablement to bring developers onto our platform and 2. that our tooling didn’t align with other platforms. Essentially, the barrier to entry to develop on Salesforce was too high. Those were things we could work on, so we introduced new Trails to support developers, and launched a new Developer Experience (SalesforceDX).
- Some feedback hits a personal nerve. These are real comments I’ve received in my years managing the IdeaExchange. My initial reaction wasn’t very kind. “I’m supposed to help you when you’re being an jerk? No thank you!” But after taking some space, I realized that these are the people I need to talk to; These are the people I need to understand better, because they are my customers.
- There is no such thing as the perfect product or service, so we need to plan to for continued sources of feedback. History of IDX.
- Just as our ecosystem has grown, Salesforce grew, and our listening functions got more robust / formalized to include looking deep and wide - and the questions we started asking evolved.
- When you provide a chance for customers to speak candidly - you’re building trust with them - but that trust can be easily broken if nothing is done with that feedback
- The former doesn’t tell us how to solve. Great, we have a problem, but what does it mean? There are many ways to answer. The latter tells product managers, engineers, developers exactly what to do and how they might provide features to solve for this objection.
- Another example. Tell the story of using IDX data (MAU, # new ideas/month, etc) to fuel reinvestment.
- Data provides credibility; stories drive action Live listening helps surface real-world stories from real-world customers and those stories or sound bites are typically key to getting a leader’s attention
- Tie your moments of feedback into the processes that exist within your company that drive action and tell the complete story For example, with IdeaExchange, we’re bringing together the feedback with our product planning process so that it’s more actionable (easier for our product teams to receive and easier for our community to see how their feedback is part of an established process that produces results...releases 3x year)
- And part of the “action” phase is what brings me to this stage today. I need your help. My job is to help Salesforce build and launch better products based on your input. So here’s what I need from you - whether you join us this afternoon or engage with us online: Tell us what’s working just as much as what isn’t. Give us context. Knowing HOW something impacts, not just that it does, it key to us understanding how to move forward. Don’t stop talking. We need your voices.