Tame Your Data: Segmenting Users and Their Feedback #FTW

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Capturing feedback is great, but without segmenting users' needs, you're left with a pile of potentially useless data. Rodrigo Fuentes (Co-Founder @ListenLoop) present three methods for segmenting users and their feedback to enhance the product decision-making process. Here, you will find step-by-step instructions are provided to segment feedback received within customer support tickets, feedback from email surveys, and feedback captured within a website. You will also find a list of PROS and CONS for each method to weigh your options.

Empresariales

TAME YOUR DATA SEGMENTING USER FEEDBACK #FTW

ABOUT ME
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.

MISTAKE: Listen to the loudest majority.

REVIEW 3 FEEDBACK METHODS
SUPPORT | SURVEYS | IN-APP

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
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
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

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Tame Your Data: Segmenting Users and Their Feedback #FTW

1. TAME YOUR DATA SEGMENTING USER FEEDBACK #FTW

2. ABOUT ME 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.

3. SEGMENTING USERS

4. DISTRIBUTION OF FEEDBACK PRIORITY FIX?

5. MISTAKE: Listen to the loudest majority.

6. SEGMENTED FEEDBACK

7. SEGMENTED FEEDBACK STILL A PRIORITY?

8. REVIEW 3 FEEDBACK METHODS SUPPORT | SURVEYS | IN-APP

9. SUPPORT TICKETS

10. SUPPORT TICKETS 1. AGENTS LABEL TICKETS

11. SUPPORT TICKETS 2. EXPORT DATA TO CSV SOME CODING MAY BE REQUIRED DEPENDING ON YOUR SUPPORT SOFTWARE. See https://github.com/apanzerj/DumpToCSV

12. SUPPORT TICKETS 2. EVENTUALLY GET THIS ADD COLUMNS FOR EACH SEGMENTATION VARIABLE SUCH AS “ACCOUNT_TYPE” OR “LTV” AND OTHERS.

13. SUPPORT TICKETS 3. CROSS-REFERENCE & ADD CUSTOMER DATA POPULATE ACCOUNT TYPE AND OTHER VARIABLES FROM YOUR CUSTOMER RECORDS, CRM, ETC.

14. SUPPORT TICKETS 4. CREATE SEGMENTED REPORTS

15. 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

16. SURVEYS

17. SURVEYS 1. SEND SURVEYS VIA EMAIL

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

19.

20. SURVEYS PUTTING THAT ASIDE, CAN BE A GOOD METHOD BECAUSE…

21. SURVEYS 2. EXPORT IS SIMPLE – JUST PRESS A BUTTON

22. SURVEYS 3. PROGRAMMATICALLY ADD USER DATA Get account type and from user records by including URL params

23. SURVEYS 3. INCLUDE URL PARAMS IN SURVEY LINK

24. 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

25. IN-APP FEEDBACK

26. IN-APP FEEDBACK 1. SETUP QUESTIONS & TRIGGER POINTS WITH )

27. IN-APP FEEDBACK 2. PASS USER PARAMS WITH JAVASCRIPT

28. IN-APP FEEDBACK 3. EXPORT AND REVIEW SEGMENTED DATA

29. 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

30. 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

31. For more tips on communication and engagement across the customer lifecycle, visit: http://blog.listenloop.com

Tame Your Data: Segmenting Users and Their Feedback #FTW

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Tame Your Data: Segmenting Users and Their Feedback #FTW