Usabilla Blog https://usabilla.com/blog Always be up to date on customer-centricity and Voice of Customer trends. Learn the latest insights on UX, CX, e-Commerce, web design and usability. Subscribe now. Wed, 15 Aug 2018 09:26:19 +0000 en-US hourly 1 https://wordpress.org/?v=4.8.7 https://usabilla.com/blog/wp-content/uploads/2018/05/cropped-Social-media-icon-blog-32x32.png Usabilla Blog https://usabilla.com/blog 32 32 How to Optimise Emails With The Right Customer Feedback https://usabilla.com/blog/optimise-emails-right-customer-feedback/ https://usabilla.com/blog/optimise-emails-right-customer-feedback/#respond Wed, 15 Aug 2018 09:25:18 +0000 https://usabilla.com/blog/?p=19362 Email is a powerful marketing tool that enhances personalized, two-way private communication. You have control over the data and are less dependent on third-party algorithms like in social media marketing. Email marketing delivers strong ROI if done right. You can

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Email is a powerful marketing tool that enhances personalized, two-way private communication. You have control over the data and are less dependent on third-party algorithms like in social media marketing.

Email marketing delivers strong ROI if done right. You can measure campaign effectiveness with metrics like click-through-rate, bounce rate, open rate, and conversion rate. If you want to go beyond analytics and understand why the numbers are what they are, qualitative feedback is necessary. Private and personal emails make an excellent medium to gather such insights, but managing the often-scattered responses has its challenges.

This article will provide you with tactics to collect as well as manage customer feedback received through emails.

What Can You Achieve With Email Feedback?

Here are three primary benefits of the feedback you collect with email marketing campaigns:

Go Beyond Numbers

The open rate, for example, tells you what percentage of the subscribers open your email newsletters. You can see which one in the last ten campaigns has the highest open rate, but the statistics don’t tell you why. With qualitative feedback, your contacts reveal their reasons for opening your emails, which you can apply in the following campaigns.

How to Optimise Emails With The Right Customer Feedback

Reduce Opt-Outs

When you get the people who unsubscribe from your list to explain their choice, you can stop guessing and start acting. Finding out what your readers want and delivering that content is the way to maintain an interactive and profitable email list.

Boost Customer Satisfaction

The first step to bump up metrics like CSAT, CES, and NPS is to find out what makes your customers happy. The answer often lies in qualitative feedback.

How to Ask for Feedback

If you want to get what you ask for, consider these two tactics specific to emails:

Attach A Short Survey to the Email

When you want feedback regarding a particular email, such as its design or length, attaching a short survey directly to the email is more effective than sending the survey separately.

Use a Widget

Place the widget at the bottom of the email, with a dedicated space where a reader can leave feedback. Check the example below:

What Feedback to Ask for

Here are a few areas you can ask for customer input and question samples:

Content

These questions investigate how your customers rate what you send them.

  • Was this email interesting?
  • How useful were the topics?
  • Was the information/deal/product update relevant to you?
  • Did the content match your expectation from the subject line?
  • What are the topics you want to know more?
  • What would you like to read next time?
  • How would you rate the length of this email?  

Readability

These questions help to find out if your readers find it easy to read your content, including when using a mobile app.

  • Do you think this email was easy to read?
  • Does this email appear in full on your mobile phone?

Email Delivery

These questions explore your customers’ preferences regarding receiving your email

  • When is the best time to contact you?
  • How often do you want to receive emails from us?

Extras

Some additional questions you can ask:

  • Would you share this email with a friend?
  • Do you have suggestions on how we can improve this email?

What Can You Improve Thanks to Customer Feedback?

Every piece of communication is more than what you say, but the way you say it and the medium used to deliver the message. You can improve all three fronts with email feedback.

Content

If you have recently started an email newsletter, you might find yourself experimenting with different types of content before working out the perfect formula. By asking what works, you discover what is most suitable for your specific lists.

After doing email marketing for a while, it could be challenging to find additional sparks. Why not take the customer-centricity approach and ask your reader proactively about their favorite reading? Find out if they prefer discounts and deals to the latest industry trends or a mix. You can also segment your list into groups, such as “long-read” vs. “snacky content.”

Design

Some people prefer images; others would rather read text only. Knowing what the majority of your readers find agreeable helps you to make decisions regarding the layout, sizes of pictures, font choices, buttons, etc.

How to Optimise Emails With The Right Customer Feedback

Delivery

Customer feedback gives you a better idea about the right frequency as well as the time of the day or week to send emails. Though the best time for email newsletters also depends on your workflow, competitor, and goals, your audience should be a decisive factor.

Bonus Tips: Email Feedback Best Practices

Here are some extra tips on gathering and managing email feedback:

  • Use short, open-ended, goal-oriented questions
  • Ask one question at a time
  • Integrate feedback into your A/B testing
  • Inform customers about your purpose of collecting feedback and your intention to protect the privacy of their opinion. Read more about privacy in our latest GDPR post.
  • Have a process in place on how you will act on the feedback

Usabilla for Email gives you a way to get insights from your users that go beyond open and click rates. Find out what users think of the content you send them and use it to improve your email campaigns. Keep your users happy and engaged by sending the stuff they want.

 

Usabilla: Request a demo

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3 Steps to Assembling Your Voice of Customer Toolbox https://usabilla.com/blog/3-steps-assembling-voice-customer-toolbox/ https://usabilla.com/blog/3-steps-assembling-voice-customer-toolbox/#respond Thu, 09 Aug 2018 19:50:41 +0000 https://usabilla.com/blog/?p=19334 You know when you move into your first dorm room or apartment and realize how helpful a toolbox can be. Hanging pictures on the wall, securing furniture, fixing odds and ends that need improvement. You might have a beautiful space,

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You know when you move into your first dorm room or apartment and realize how helpful a toolbox can be. Hanging pictures on the wall, securing furniture, fixing odds and ends that need improvement. You might have a beautiful space, but without the right tools, you can’t maximize its potential. As you move from dorm room into an apartment, or maybe a home, you’ll need to grow your toolkit — restocking and adding new appliances. The same is true of a Voice of Customer (VoC) strategy.

It’s widely understood that many parts make up a Voice of Customer strategy.  There’s no one-size-fits-all solution. Strategies are made up of various stakeholders, resources, and channels of data.

They have customer journeys and road maps, design plans, integrations, the list goes on. Successful customer-centricity comes from strong and pervasive strategies and cultures. To implement the philosophy, you need an actionable strategy – a toolbox of sorts-  and assembly is required.

You need the right resources, people, and mindset to see success. Here are three easy steps to build an effective VoC toolbox:

The What

The first step to building your VoC toolbox is empowering your team with the right resources.

Set up a clear analytics structure with metrics, insights, and a dashboard. The customer data you need includes customer profile, browser type, behavior, preferences, and qualitative feedback. You’ll find this data through a variety of channels and touchpoints, and you must be able to visualize it all. Why? Visualization will help your colleagues digest the information quickly, so clear patterns in customer behavior can be shared throughout your team.

Analytics technology like Google Analytics and Adobe Analytics help you collect quantitative data about your digital users’ behavior. Pair the data with qualitative feedback for a comprehensive look at your customer’s experience. Together, feedback and analytics help you identify gaps – where you are versus where you want to be, as well as where you are versus where your customers want you to be.

A Voice of Customer solution like Usabilla can help you collect qualitative and quantitative feedback. Ask your users questions at any time, opening up a conversation to capture real-time insights.

To constantly improve, though, you have to be able to quickly sift through your feedback and find patterns. Tagging, filtering, and case management help you organize your feedback so you can efficiently act on it.

Nuts & Bolts: Integrations

No solution can do it alone. Integrations are the nuts and bolts of your toolbox. An arsenal of integrations shows you a robust view of your customer journey. 

A/B testing tools like Optimizely show you what your customers prefer. Session replay solutions like Clicktale, Tealeaf, and Decibel allow you to see exactly what went wrong for a customer and why they dropped off. With ticketing integrations like JIRA, negative feedback can immediately be routed to the appropriate support person to close the loop.

The right resources make things easy. With the correct tools, you can start a steady flow of feedback and improvement to keep up with your customer’s needs. These tools help you understand your customers in-depth and communicate that understanding to key stakeholders.

The Who

I’m sure you’ve heard it before. The most successful VoC programs are the ones with both middle and upper management involvement. Even better, the whole organization is on board. Your CEO is customer-obsessed, your marketing and product teams are using analytics and feedback to inform their decisions, and your customers are consistently thrilled by your personalized and seamless UX.

 

OK, we can agree it’s not that easy — so how do you arrive at such success?

Maybe you send a report out to your team once a month including customer data that you break down with commentary, or you include feedback in your monthly newsletter. You could assemble a team, one person from marketing, one from sales, and one from product, and meet to discuss customer behavior and your roadmap.

Rob Volpe, CEO at Ignite 360, a customer insights firm based in San Francisco said, “We encourage clients to find one senior level champion of a VoC program, enroll them and collaborate to model the expected behavior to the organization. We have had clients where leadership says ‘yes we need to do this’ but then fail to make the commitment to clear their schedule and make time.” We know it’s more difficult than it looks to get executive buy-in.

Still, it’s your job as a VoC practitioner to get your colleagues on board and disseminate customer knowledge throughout your organization. Make sure your company understands the value of customer centricity. Your VoC strategy, as well as your ability to hit your own goals, will be much stronger with the right people behind you.

The How

If VoC strategy is a shape, it’s either a figure 8 or a circle. Customer-obsessed companies listen to their customers, quickly adapt to their needs, and are open to changes.

Define & Refine

As you test your hypotheses, you must continuously be creating new ones. The Internet changes rapidly, and customer preferences are extremely elastic. As quickly as new designs and technologies come into being, they go out of style and are replaced by new standards. Not only do you need the right people in your toolbox, you need them to be open to define & refine your customer journey on a continuous basis.

“Compared to those who do not seek to regularly improve, organizations who invest in continuous optimization are much better equipped to quickly adapt to changing customer needs, behaviors and expectations, allowing them to provide a relevant and engaging conversational experience.” (John Dionne)

Ultimately, the people you hire are the ones who define your organization’s vision and harness the power of your data and technology. Without the right people behind the hammer, you might end up with a hole in the wall.  

If you hire employees with the right mindset, your VoC strategy becomes actionable and can make real changes (i.e., increased customer satisfaction and higher revenue). You can build a culture of employees who share values and behavior in line with creating exceptional customer experiences.

Forrester reports, “You can’t just tell employees to make CX better. You need to define what “better” means so everyone exercising the competencies heads in the same direction.” With the right resources and stakeholders on board, a group of people working together to optimize your digital channels will be highly effective.

Do you have the right tools?

Customer-centricity isn’t a simple task. Not only do you have to collect the voice of your customers, you have to mine the data for value, and disseminate the insights you gather to the people who matter. They have to then incorporate that feedback into their workflows and decisions.

With the correct resources, stakeholders, and plans, you can put your strategy in place to set yourself up for success in the future. Remember, with the right nuts and bolts, the right people on board, and a mindset of continuous improvement – you’re well on your way to providing excellent products and services for your customers.

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Employee Spotlight: Robin Aanhane, Financial Administrator https://usabilla.com/blog/employee-spotlight-robin-aanhane-financial-administrator/ https://usabilla.com/blog/employee-spotlight-robin-aanhane-financial-administrator/#respond Wed, 08 Aug 2018 12:24:07 +0000 https://usabilla.com/blog/?p=19325 Get to know the faces and spaces that make up Usabilla in our Spotlight series. Next up is Robin – the guy with all the numbers. Name: Robin Aanhane Nationality: Dutch Role at Usabilla: Financial Administrator Department: Finance Office location:

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Get to know the faces and spaces that make up Usabilla in our Spotlight series. Next up is Robin – the guy with all the numbers.

Name: Robin Aanhane
Nationality: Dutch
Role at Usabilla: Financial Administrator
Department: Finance
Office location: Amsterdam

Song you’re currently listening to?
257ers – Früher war besser. I am not fluent in German, but I like the sound and the pace.

Name one thing that’s on your bucket list.
Taking the Trans-Siberian Express from Moscow to Vladivostok. I am really into travelling to remote places in the former Soviet Union. There is something about the brutalism in that region that I like a lot. The statues of Lenin in the breakaway country of Transnistria and the ghost town Pripyat that was evacuated after the Chernobyl disaster were an extraordinary sight to see.

Do you have a favorite quote from a movie?
‘Don’t you hate that?’ (…) ‘Uncomfortable silences. Why do we feel it’s necessary to yak about bullshit in order to be comfortable?’ (…) ‘That’s when you know you’ve found somebody special. When you can just shut the f*ck up for a minute and comfortably enjoy the silence.’

What are you known for? (Inside and/or outside Usabilla)
I am mostly known for the fact I am the youngest employee within Usabilla. People have a moment of ‘What?!’ when I say I was born in 1995.

Which song best describes your role at Usabilla?
Pink Floyd – Money

What’s the weirdest thing we’d find in your desk drawers?
That must be the collection of fake invoices with controversial payment instructions for sketchy European business registrations.

Do you have a good celebrity encounter story?
I once ran into DJ Jean at night on Leidseplein. From what he said to me I can conclude he is not very fond of tourists.

What do you value most at Usabilla?
How everyone is determined to the make Usabilla an even bigger success in every aspect. The teamwork throughout the whole company is amazing and it creates a great atmosphere. It is a fantastic place to work.

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Kundenrückgewinnung: Mache aus schlechten Erfahrungen unvergesslich gute Momente https://usabilla.com/blog/kundenruckgewinnung/ https://usabilla.com/blog/kundenruckgewinnung/#respond Tue, 07 Aug 2018 11:00:26 +0000 https://usabilla.com/blog/?p=19312 Nicht einmal die besten Strategien oder Prozesse können verhindern, dass etwas hin und wieder schief geht. Es ist unvermeidlich: Jedes Unternehmen verliert an einem gewissen Punkt den Anschluß zum Kunden. Wir nennen dies  “Versagen” und es tritt auf, wenn die

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Nicht einmal die besten Strategien oder Prozesse können verhindern, dass etwas hin und wieder schief geht. Es ist unvermeidlich: Jedes Unternehmen verliert an einem gewissen Punkt den Anschluß zum Kunden. Wir nennen dies  “Versagen” und es tritt auf, wenn die Realität nicht der Kundenerwartungen entspricht.

Unerfüllte Kundenerwartungen sind oft die Hauptgründe von Kundenwechseln. Allerdings gibt es einige Präventivmaßnahmen, die Du ergreifen kannst, um diese Risiken zu mindern.

Was ist Customer Recovery?

Dies sind kundenrückgewinnende Maßnahmen, welche ein Unternehmen als Reaktion auf ein Serviceversagen tätigt, um zuvor unzufriedene Kunden in Zufriedene zu verwandeln. Erfolgreiche Unternehmen haben einen Prozess, der nicht nur eingehende Kundenbeschwerden mildert, sondern auch den Kunden ein gutes Gefühl vermittelt. Es gibt zwei wesentliche Elemente eines erfolgreichen Abwicklungsplans: Dringlichkeit und eine aufrichtige Entschuldigung.

Auf lange Sicht wirkt sich Service Recovery positiv auf Kundenbindung, Kundenzufriedenheit, Markenreputation und Mundpropaganda aus. Während die meisten Unternehmen sich mehr auf die Kundengewinnung konzentrieren als auf die Kundenbindung, so wissen wir alle, dass die Akquise eines neuen Kunden, fünf bis fünfundzwanzig Mal teurer ist, als die Bindung eines bestehenden Kunden.

Nehmen wir das Beispiel einer Fluggesellschaft, die sich aufrichtig entschuldigt. Es gibt nichts Schlimmeres, als Urlaubsträume durch eine Verspätung, Umbuchung oder Stornierung des Fluges verschwinden zu sehen. Um den Passagieren das Leben in diesen unglücklichen Fällen zu erleichtern, bietet KLM, die Royal Dutch Airline, automatisch Coupons für Lebensmittel und Getränke für Verspätungen von mehr als drei Stunden über ihre App an. Sie schicken auch rechtzeitig Informationen, wenn der Status Deines Fluges sich ändert, und sind sich dabei der Dringlichkeit bewusst, die Du beim Warten auf Deine Fluginformationen empfindest.

Das Paradox der Service Recovery

Das Paradox der Servicewiederherstellung beschreibt die Situation, in welcher der Kunde ein Unternehmen höher einschätzt, nachdem dieses ein Serviceproblem behoben hat, verglichen damit, wie der Kunde das Unternehmen sehen würde, wenn kein Serviceversagen aufgetreten wäre. Das bedeutet nicht, dass Du absichtlich negative Erfahrungen für Deine Kunden erstellen musst. Bedenke jedoch, dass das Paradigma der Servicewiederherstellung bei extremen oder wiederholten Ausfällen und Problemen, die durch das Unternehmen hätten verhindert werden können, so nicht mehr funktioniert.

Zurück zu unserem Beispiel der Fluggesellschaft: Sagen wir, Dein Flug wurde storniert, aber die Fluggesellschaft bietet Dir am selben Tag einen weiteren Flug Deiner Wahl zusammen mit einem Rabattgutschein für zukünftige Reisen an. Nett von ihnen, oder? Gemäß dem Service-Wiederherstellungs-Paradox hättest Du nun eine positivere Einstellung gegenüber der Fluggesellschaft.

Aufbau einer Service-Recovery-Strategie

Signalisierung des Problems

Negative Erfahrungen zwingen Kunden dazu, Feedback zu geben. Wenn sie dies tun, musst Du sicherstellen, dass ihnen genügend Kanäle zur Verfügung stehen. Wie? Gebe ihnen die Möglichkeit, neben den Standardkanälen wie Social Media und Kundensupport, auch auf andere Art Feedback hinterlassen zu können. Eine Voice of Customer-Lösung ist dafür ein guter Einstieg. Wann immer Kunden auf Probleme stoßen, Prozesse nicht beenden können oder irgendwelche Unannehmlichkeiten erfahren, haben sie die Möglichkeit ihre Kommentare, Gedanken und Vorschläge über einen Feedback-Button zu hinterlassen und so auf sonst verborgene Probleme aufmerksam machen.

Zurück  zum Beispiel der Fluggesellschaft: Sind Deine Kunden nur frustriert, wenn sich ein Flug verspätet? Oder haben sie auch Probleme mit dem Ticket-Bestellprozess? Können sie mehrere Flüge buchen? Wissen sie, wie man Sitze wechselt? Werden Informationen zur Freigepäckmenge leicht gefunden? Indem Du Deinem Kunden direkt zuhörst, kannst Du besser verstehen, was sie von Deinem Service erwarten und darauf hinarbeiten, dies zu erfüllen.

Alternativ kannst Du vorbeugende Maßnahmen ergreifen und mögliche Kundenprobleme angehen, indem Du Deine Kunden proaktiv um Feedback bittest. Du kannst eine Umfrage schalten, um nach User Feedback zu fragen, wenn jemand eine längere Zeit auf einer bestimmten Seite verbringt oder wenn er die Website verlässt, ohne seinen Kauf abzuschließen. Dafür gibt es wahrscheinlich einen guten Grund: Vielleicht hat der Kunde den Warenkorb-Button nicht gefunden, vielleicht waren die Zahlungsmöglichkeiten nicht ausreichend oder ihnen fehlten die Anweisungen, um mit dem Kauf fortzufahren.

Dies wäre ein Beispiel für eine Usabilla-Umfrage, die ausgelöst wird, nachdem ein Kunde die Website verlassen hat. Sie liefert Erkenntnisse darüber, warum User eine Seite verlassen und können sich erheblich auf die Steigerung der Conversion auswirken.

Untersuche und löse die gemeldeten Probleme

Kundenfeedback gibt Dir mehrere Einblicke. Die technischen Probleme, die der Kunde beim Einreichen des Feedbacks erwähnt, können möglicherweise direkt gelöst werden. Aber was ist mit den nicht-technischen CX bezogenen Problemen? Dafür musst Du ein wenig tiefer gehen, um die Erwartungen Deiner Kunden besser zu verstehen.

Beginne Deine Untersuchung, indem Du Fragen stellst. Denke nicht an die langen Umfragen zur Kundenzufriedenheit, bei denen die gesamte Erfahrung überprüft wird, sondern führe Mini-Umfragen mit ein paar spezifischen Fragen bezüglich einer Funktion oder eines Bereichs auf der Seite durch. Dies wird Dir nicht nur helfen, den Kern des Problems aufzudecken, sondern auch die wahren Anliegen Deiner Kunden offenlegen. Fragen signalisieren dem Kunden, dass Du interessiert bist und Dich dafür interessierst, was sie zu sagen haben. Sobald Du das wahre Problem aufgedeckt hast, kannst Du damit beginnen, es zeitnah zu beheben.

Den Kreis schließen

Interne und externe Kommunikation ist der Schlüssel zu einer guten Rückgewinnungsstrategie. Sobald Du das Feedback organisiert und analysiert hast, ist es wichtig, dass Du es an die richtigen Personen in Deinem Unternehmen weiterleitest. Feedback-Workflows helfen Dir, Erkenntnisse, Probleme und Erwartungen Deiner Kunden an die zuständigen Teams in Deinem Unternehmen zu übermitteln. Diese Erkenntnisse werden Dir helfen, solche Probleme in Zukunft zu vermeiden.

Sobald das Problem gelöst ist, melde Dich wieder bei Deinem Kunden, um sicherzustellen, dass alles in Ordnung ist, und danke ihnen für ihre Beteiligung. Durch die Integration von Feedback in die Prozesse Deines Kundenbetreuungsteams kannst Du einen effizienten Lösungsprozess erstellen. Nicht jedes Feedback muss gelöst werden, aber Du kannst das Feedback benutzen, um relevante Themen in internen und externen Newslettern, in Meetings und bei der Zukunftsplanung von digitalen Kanälen zu adressieren.

Fehler passieren. Zwangsläufig werden Dinge schiefgehen und wenn sie es tun, hast Du die Chance, Deine Kunden noch glücklicher als zuvor zu machen. “Versagen” wird tatsächlich zur Gelegenheit, erneut mit Deinen Kunden in Kontakt zu treten und sie zufrieden zu stellen, indem Du schnell handelst und ihnen eine aufrichtige Entschuldigung anbietest. Was Kunden wirklich wollen, ist das Gefühl, gehört zu werden. Steigere Deinen Kundenrückgewinnungsprozess, indem Du mehrere Feedbackkanäle öffnest und umfassende Workflows erstellst.

Nutze auch die schlechten Situationen! Wenn Du eine starke Strategie für die Kundenrückgewinnung und Servicewiederherstellung implementierst, wird Dein Unternehmen in der Lage sein, unzufriedene Kunden zu loyalen Kunden zu machen und somit letztendlich kundenorientierter werden.

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Customer Recovery: Turn bad Experiences into Unforgettable Good Moments https://usabilla.com/blog/customer-recovery-turn-bad-experiences-unforgettable-good-moments/ https://usabilla.com/blog/customer-recovery-turn-bad-experiences-unforgettable-good-moments/#respond Wed, 01 Aug 2018 14:40:20 +0000 https://usabilla.com/blog/?p=19301 Not even the best strategies or processes can prevent things from going wrong every now and then. It’s inevitable: every organization eventually drops the ball with a customer. We call this a “failure” and it occurs whenever reality doesn’t meet

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Not even the best strategies or processes can prevent things from going wrong every now and then. It’s inevitable: every organization eventually drops the ball with a customer. We call this a “failure” and it occurs whenever reality doesn’t meet customer expectations.

Unmet customer expectations are often the main determinants of customer switching behavior. On the positive side, there are some preemptive measures that you can take to mitigate these risks.

What’s Customer Recovery

Customer recovery is the action a company takes in response to a service failure, in an effort to convert previously dissatisfied customers into loyal ones. Successful companies have a process that not only mitigates incoming customer complaints, but also make the customer feel really good about the experience. There are two crucial elements of a successful resolution plan: urgency and a sincere apology.

In the long term, service recovery has a positive impact on customer retention, satisfaction, brand reputation and word-of-mouth. And, while most companies place a greater focus on customer acquisition than on customer retention, we all know that acquiring a new customer is anywhere from five to twenty-five times more expensive than retaining an existing one.

Let’s take the example of an airline company using a sincere apology. There is nothing worse than having your holiday dreams shattered by a delay, a rebooking or cancellation of your flight. To make passengers’ lives a bit easier in these unfortunate cases, KLM, the Royal Dutch Airline, automatically offers coupons for food and beverages for delays longer than three hours through their app. They also do an amazing job at sending timely updates on the status of your flight, acknowledging the sense of urgency you feel while waiting for your flight information.

The Service Recovery Paradox

The service recovery paradox is a situation where a customer thinks more highly of an organization after it has corrected an issue the customer might have encountered with their service, compared to how the customer would view the company if no service failure had happened. Now, that doesn’t mean that you have to purposely create negative experiences for your customers. Just keep in mind that the service recovery paradox doesn’t operate as well in the case of extreme or repeated failures and problems that could have been prevented by the company.

Going back to the airline company example, let’s say your flight got cancelled, but the airline company offers you another flight of your choice on the same day together with a discount voucher for future travels. Nice of them, right? According to the Service Recovery Paradox, you would have a more positive attitude towards the carrier than you would have had if no problem occurred.

Building a Service Recovery Strategy

Signalling the issue

Naturally, negative experiences compel customers to leave feedback. When they do, you need to make sure you are facilitating that experience. How? Give them the option to easily reach out to you aside from the standard channels like social media and customer support. A Voice of Customer solution is a great way to start. Whenever customers run into issues, are unable to complete tasks or experience any form of friction, they can leave their comments, thoughts and suggestions via a feedback button, thus making you aware of some otherwise hidden problems.

Again, back to the airline example: do your customers get frustrated only when a flight is delayed? Or do they also experience issues with the ticket order process? Do they know how to book multiple flights? Do they know how to change seats? Is information on baggage allowance easily found? By listening to your customers directly, you can get a better understanding of what they expect from your service and work towards achieving that.

Alternatively, you can take preemptive measures and tackle possible customer issues by proactively asking them for feedback. You can trigger a survey to ask for customer input whenever someone spends a longer time on a specific page or when they motion to exit the website without completing their purchase. There’s probably a good reason for doing so: maybe they didn’t find the checkout button, maybe there weren’t sufficient payment options, or they lacked the instructions to move forward with their purchase.

An example of a Usabilla survey triggered after a customer motions to exit the webpage. Insights on why users exited a page can have a large impact on increasing conversion.

Investigate and solve the reported issues

Customer feedback will give you several insights. The technical issues the customer mentions when they leave feedback can potentially be solved on the spot. But what about the non-technical CX related issues? For this, you will need to dig a bit deeper to get a better understanding of your customers expectations.

Start your investigation by asking questions. Don’t think about the long customer satisfaction surveys reviewing the complete experience, but run micro surveys targeted right at the specific interaction of the customer; just a couple of specific questions regarding a feature or area of your platform. This will not only help you uncover the core of the problem, but it will also reveal your customers’ true concerns. Questions signal to the customer that you are engaged and care about what they have to say. Once you have uncovered the true issue, you can start working on fixing it in a timely manner.

Closing the loop

Communication is key to a good recovery strategy: internally and externally. Once you’ve organized and analyzed the feedback, it’s essential that you get it to the right people within your organization. Feedback workflows help you to get insights, issues and expectations of your customers to the responsible teams within your organization. These insights will help you to prevent such problems from occurring again in the future.

Once the issue is solved, circle back with the customer to make sure everything is in order and thank them for their involvement. Integrating feedback in the processes of your customer care team can help you create an efficient resolution process. Not every item of feedback will need to be closed, but you can use your feedback to address pertinent issues in internal and external newsletter, in meetings, and in planning the future of digital channels.

Mistakes happen. Inevitably, things will go wrong and when they do, you are faced with an opportunity to make your customers even happier than they were before. “Failures” actually become opportunities to re-engage and delight your customers, to act urgently and offer them a sincere apology. What customers really want is to feel heard. Enhance your customer recovery process by opening up multiple channels of feedback, and create comprehensive workflows to act on the valuable insights you receive.

Take advantage of the bad situations! When you implement a strong customer recovery strategy, your organization will be able to turn unhappy customers into loyal ones, and ultimately become more customer-centric.

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Beginne Deinen Tag mit User Feedback: Optimierung der Kundenerfahrung https://usabilla.com/blog/beginne-deinen-tag-mit-user-feedback/ https://usabilla.com/blog/beginne-deinen-tag-mit-user-feedback/#respond Wed, 01 Aug 2018 11:04:27 +0000 https://usabilla.com/blog/?p=19292 Mike Yap ist Head of Experience von Australiens #1 Seite, hipages, welche  Gewerbetreibende/Handwerker vermittelt. Wir haben uns mit Mike zusammengesetzt und darüber gesprochen wie die Integration von Kundenfeedback in hipages alltägliche Prozesse, Schwachstellen offenbart und so eine Verbesserung der  Kundenerfahrung

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Mike Yap ist Head of Experience von Australiens #1 Seite, hipages, welche  Gewerbetreibende/Handwerker vermittelt. Wir haben uns mit Mike zusammengesetzt und darüber gesprochen wie die Integration von Kundenfeedback in hipages alltägliche Prozesse, Schwachstellen offenbart und so eine Verbesserung der  Kundenerfahrung ermöglicht.

Hi Mike! Wie lange bist Du schon bei hipages und was sind Deine Aufgaben dort?

Hallo! Ich bin vor etwa einem Jahr als Head of Experience zu hipages gekommen. Mein Team ist verantwortlich für Design und Benutzerforschung aller unserer Berührungspunkte, einschließlich Web und Mobile.

Was ist die Philosophie von Hipages wenn es um Feedback geht? Mit anderen Worten: Wie wichtig ist Feedback bei der Produktentwicklung?

Wir sind der Meinung, dass die Voice of Customer (dt: Stimme des Kunden) während des gesamten Design- und Entwicklungsprozesses präsent sein sollte. Wir verwenden eine Kombination aus kontextbezogenen Anfragen, Fokusgruppen, Interviews, Benutzertests und Feedback. Die Erkenntnisse aus diesen Aktivitäten informieren und validieren unsere Designs und helfen uns, unsere Produktentwicklungsinitiativen zu priorisieren.

Gibt es andere Möglichkeiten, die Stimme des Kunden in Deinen Workflow zu integrieren?

Wenn man versucht, ein Team dazu zu inspirieren, einen Teil der Erfahrung zu verändern, ist nichts so wirkungsvoll wie die Stimme des Kunden.

Start Your Day With User Feedback: Promoting Customer-Centricity Throughout an Organization


Wie hast Du vor der Verwendung von Usabilla Feedback in der gesamten Organisation ausgetauscht? Wie war der Design- und Redesignprozess?

Usabilla wurde ungefähr zur selben Zeit eingeführt, als ich zu Hipages kam. Vor dieser Zeit wurde das Nutzer-Feedback von unserer E-Mail-Plattform auf einer Ad-hoc-Basis geteilt. Das Unternehmen hatte schon immer einen großartigen Design-Prozess, aber heutzutage ergänzen wir es mit viel mehr Benutzerforschung, einschließlich zweiwöchentlicher Benutzerinterviews und Tests.

Wie verwendest Du Usabilla, um Deine Produkte zu verbessern? Wie sieht der Produktentwicklungsprozess jetzt aus?

Wir verwenden Usabilla, um mit dem Konsumklima in Verbindung zu bleiben, Schwachstellen zu identifizieren und die Auswirkungen neuer Funktionen auf die Kundenerfahrung zu überwachen.

Wie teilst Du das Feedback, das Du intern in hipages sammelst? Mit wem teilst Du es?

Jeden Monat sendet mein Team einen “Voice of the Customer” -Newsletter an unser gesamtes Unternehmen mit über 300 Mitarbeitern. Dazu gehören Produkt-, Technik-, Marketing-, Vertriebs- und Serviceteams. Der Newsletter nutzt Feedback von Usabilla, um Erfolge zu feiern und um die Bereiche aufzuzeigen, die wir verbessern müssen.

Wir ermutigen auch unsere Mitarbeiter, ihren Tag mit einer Digest-E-Mail von Usabilla-Feedback zu beginnen oder unseren Echtzeit-Feed in Slack zu abonnieren.

Start Your Day With User Feedback: Promoting Customer-Centricity Throughout an Organization

 

Gab es einen besonderen Fall, in dem das Feedback dazu beigetragen hat, die Produkte zu verbessern? Siehst Du irgendwelche Muster in der Rückmeldung, die Du bekommst?

Wir haben vor Kurzem Feedback zu einem mangelhaften Bereich in unserer Kundenerfahrung analysiert und eine Verbesserung für ein Formular vorgenommen, welches die aufgeworfenen Probleme lösen würde. Es stellte sich heraus, dass das Formular nicht angab, dass es automatisch speicherte, so dass die Kunden Zeit damit verschwendeten, nach einer “Submit” -Schaltfläche zu suchen, die nicht existierte!

Im gröberen Sinne nutzen wir Feedback, um gemeinsame Painpoints aufzuzeigen, die wir zu Themen gruppieren. Dies ermöglicht uns, Projekte zusammenzufassen, die oberflächlich zwar unterschiedlich aussehen können, aber tatsächlich das gleiche zugrundeliegende Problem angehen.

Was ist auf der Roadmap für das zukünftige Sammeln und Teilen von Feedback bei hipages?

Unser Ziel für das zweite Halbjahr ist es, Feedback zu weiteren Schnittpunkten unserer User Journey zu sammeln und zu analysieren, insbesondere im Bereich Mobile. Dies wird das Verständnis unserer Benutzererfahrung weiter verfeinern und neue Möglichkeiten aufzeigen, wie wir unseren Kunden einen Mehrwert bieten können.

Danke, dass Du unsere Fragen so offen beantwortet hast! Gibt es noch etwas, was Du gerne über Usabilla und hipages erzählen möchtest?

Usabilla ist ein großartiger Partner von hipages. Ich bin begeistert von dem, was wir gemeinsam in den kommenden Jahren erreichen können!

 

Erfahre mehr darüber, wie Usabilla Dein Unternehmen mit der Kundenerfahrung helfen kann. Frage einfach eine Demo hier an.

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The Secret to Success: Customer Feedback and Experimentation https://usabilla.com/blog/the-secret-to-success-customer-feedback-and-experimentation/ https://usabilla.com/blog/the-secret-to-success-customer-feedback-and-experimentation/#respond Mon, 30 Jul 2018 14:16:31 +0000 https://usabilla.com/blog/?p=19255 True optimization means building an effortless experience for your users. Whether it’s a website, app or email, your users expect every click, scroll or swipe to take them where they want to go, in a way that feels effortless and

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True optimization means building an effortless experience for your users. Whether it’s a website, app or email, your users expect every click, scroll or swipe to take them where they want to go, in a way that feels effortless and intuitive.

Today’s companies know they need to be optimizing their digital channels to stay ahead, but how exactly do they do it? Where do they start? And which approach is best?

Truly data-driven and customer-centric optimization takes place where experimentation meets customer feedback, achieved through the Usabilla and Optimizely integration.

The Optimizely and Usabilla Integration

Digital experience optimization platform, Optimizely, allows you to test different variations of CTAs, images, copy, etc on your website in order to improve the overall success of a specific page. Through A/B testing and experimentation, you can make data-driven decisions determined by which variation influenced your success metric the most.

A/B testing allows individuals, teams, and companies to make careful changes to their user experiences while collecting data on the results. This means teams can construct sound hypotheses to better learn why certain elements of their experiences impact user behavior.

Usabilla provides a seamless way to ask your users questions at any point in their journey, analyze the voice of your customer and act upon the feedback you receive. With Usabilla, you can target specific users at the right time across your digital channels, and ask questions in a way that feels like a conversation.

Integrating Usabilla with Optimizely opens up a new world of testing possibilities. When you collect qualitative feedback on your variant tests, your analytics become even more robust. With Optimizely’s testing capabilities and Usabilla’s intuitive feedback collection, you understand which digital experiences are converting, and why.

The More You Know: Powering A/B Tests

Capturing feedback on A/B tests substantiates your test criteria and validates the need for the test in the first place; it can actually direct you to what needs to be tested. How do you decide what to test? Use customer feedback to prioritize which parts of your customer journey need to be tested.

You can segment and analyze Usabilla feedback items or campaign results according to your Optimizely experiments. You can also compare feedback from different test variations within one experiment. What’s more, user feedback can add a final layer to the optimization process by validating the end result.

Whether you want to understand why mobile users behave differently from desktop users or understand the number one reason users are visiting a page, Optimizely and Usabilla give you the tools you need to see what works, and why.

Nespresso & Catawiki

Nespresso used the Usabilla and Optimizely integration to add a qualitative metric to their shopping cart A/B test. They had just launched a new variant of their shopping cart and wanted to find out if it generated a higher conversion rate than their old version.

During the first two weeks of the test, they didn’t see any increase in conversion with the new variant. However, they did discover that many users felt positive about the new variant from the qualitative data they received. Curious to learn more, they decided to extend the test for three more weeks. In the end, they found that the new shopping cart variant showed an 8.2% increase in conversion, as well as a higher customer satisfaction rating.

When optimizing their website and rolling out new features, European online auction house, Catawiki, consistently asked for qualitative input. By running Usabilla In-Page alongside any A/B tests, the company captured insights into which version their visitors preferred – ensuring customer sentiment improved with each iteration.

The Bigger Picture

The Usabilla and Optimizely integration takes short-term tests and plans and helps them become longer-term initiatives that power high conversion customer experiences.

When you combine your variant tests with qualitative feedback, you learn what users want out of their relationship with you. Armed with both quantitative and qualitative feedback,  you can get to know your user base, prioritize future tests and continuously improve on your sites.

Conclusion

Customer feedback and A/B testing are great processes on their own and can give you tangible, actionable results. However, if you want to be truly data-driven and customer-centric in your approach to optimization, you need to combine quantitative and qualitative sources to deliver the seamless digital experience your users are looking for.

To learn more about the Usabilla and Optimizely integration, feel free to reach out to partners@optimizely.com, and support@usabilla.com. Your Customer Success Manager will be happy to work with you to maximize your testing programs and integrate A/B testing with Usabilla feedback.



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The Customer Experience Event of The Year https://usabilla.com/blog/the-customer-experience-event-of-the-year/ https://usabilla.com/blog/the-customer-experience-event-of-the-year/#respond Fri, 27 Jul 2018 09:02:01 +0000 https://usabilla.com/blog/?p=19264 With only two months to go, our Global Usabilla Exchange is really shaping up. And we have some exciting news about what is going to be one of the leading customer experience events of the year. If you haven’t registered

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With only two months to go, our Global Usabilla Exchange is really shaping up. And we have some exciting news about what is going to be one of the leading customer experience events of the year. If you haven’t registered yet, act quickly–tickets are running out fast!  

Once Again, What’s the Global Usabilla Exchange?

The Global Usabilla Exchange is our annual flagship event, an opportunity for industry experts and leaders in the field of customer experience and digital transformation to learn, connect, and share best practices. Our ultimate goal? Empowering organizations to fundamentally improve the experience of “the customer” on a global scale. The event attracts every year more than 300 professionals from some of the largest international companies. Check the highlights of our 2017 edition here.

Sneak Peek Into the Agenda

This year we’re taking everything a step further. Focused on the “Future of Customer Experience” in the Digital Age, this half-day event is packed with useful sessions, presentations and activities. Let’s take a look at how the day is going to look for our attendees.

The doors at B. Amsterdam open at 2 pm on September 27. We’re kick-starting the program with a series of keynote presentations on the main stage. First, there will be some Usabilla updates from our very own CEO, Marc van Agteren. Next, we’re giving the floor to one of our successful customers. Curious to find out Usabilla’s planned features and product improvements? Don’t miss our presentation for an inside look at the upcoming product roadmap.

Because we want to make sure you make the most out of the event we came up with a new concept. We are giving you the opportunity to cherry-pick the talks you want to attend. Our breakout sessions include inspirational customer talks from successful companies like Tele2, Rabobank and Centraal Beheer, insightful presentations from leading industry experts as Decibel Insight and Chattermill, as well as Usabilla product demonstrations.

Rewarding excellence

Excellence is one of the key drivers at Usabilla. Every year, with the Usabilla Exchange we are organizing an Award Session to recognize and celebrate some of the most customer-centric organizations out there. For this reason, we encourage all Global Exchange attendees to submit their organization for one of the awards. This year, we will be recognizing two companies for:

  1. The most innovative-implementation
    Last year’s winner, T-Mobile, built its own internal feedback bar for monitoring incoming feedback items in real-time, thus increasing organizational efficiency. What are you doing to make the most out of your customer’s feedback? Describe your case here and who knows, you may be the winner of 2018.
    2. The most customer-centric organization
    This is a brand new award for a truly successful organization – be the first to win it! Both Amazon and Apple are prime examples of brands that are customer-centric and have spent years creating a culture around the customer and their needs.  Do you have what it takes? Would you consider yourself to be the most customer-centric organization? If so, explain your story here.

 

We have some fun activities lined up

Let’s get to the fun part. We don’t want to give away too much but expect some silent story-telling sessions and a Usabilla game corner. We’re topping the evening with a networking session accompanied by drinks. Get to connect with like-minded professionals in the CX community, exchange thoughts on trending topics or maybe the event itself and walk away with actionable tactics that you can apply the moment you get back to your desk.

We’re really looking forward to seeing everyone on September 27. In the meantime, keep an eye on the event’s page for more information about the speakers, venue and agenda.

<https://go.usabilla.com/win-ticket-global-usabilla-exchange-2018>

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Why eLearning Matters for Customer Experience Professionals https://usabilla.com/blog/why-elearning-matters-for-customer-experience-professionals/ https://usabilla.com/blog/why-elearning-matters-for-customer-experience-professionals/#respond Wed, 25 Jul 2018 07:01:56 +0000 https://usabilla.com/blog/?p=19239 Recently, I heard somebody say, “Nothing stimulates learning quite like curiosity”. While I like this quote (a lot) for personal reasons, it also made me think about how it applies in a professional context. In particular, how I could successfully

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Recently, I heard somebody say, “Nothing stimulates learning quite like curiosity”. While I like this quote (a lot) for personal reasons, it also made me think about how it applies in a professional context. In particular, how I could successfully apply this principle to empower a new customer, new partner, or even a new hire who is about to start at a job and wants to learn more.

The reality is that the most curious people will raise more questions than can be answered during a work-day. Similarly, some questions are asked in such a way that you as a human resource have difficulty understanding them; and by the time you find the answer the curious person has already found it and moved on to ask their next question. The self-sufficient nature of curious people to acquire the knowledge they need to answer questions and achieve greatness is why we chose to launch Usabilla Academy.

With Usabilla Academy, we are adding a new resource and communication channel to serve the onboarding and enablement needs of Usabilla users, the future experts in acquiring, analyzing and acting on insightful Customer Feedback.

For our Customer Success team, Usabilla Academy is a way to help them take customers on a journey that starts with training them as new users. The Usabilla suite is quite extensive, and it is difficult to present every feature and teach all of our best practices in one 90-minute virtual meeting. Oftentimes, Customer Success Managers get emails from their customers, asking questions about topics covered in the training session, making for inefficient workflows and limiting customer productivity.

As we were implementing, we took some important lessons from this years’  Gainsight Pulse Conference in Silicon Valley that directly applied to e-learning as a method of customer and partner enablement. They include:

  1. 79% of customers prefer to self-serve – Forrester. e-learning improves a customer’s ability to serve themselves and enhance their knowledge.
  2. Happy customers do not necessarily equal successful customers –  e-learning can make customers both happy and successful, and it raises the threshold for how successful customers can be. E-learning can also improve a customer’s experience with brands they learn from.
  3. E-Learning platforms make it so companies can still engage with their customers to make them more successful – and relieves customer success<->experience teams from needing to be as hands on. For global enterprises, e-learning easily scales globally across the whole organization

During our “soft launch” of Usabilla Academy to a select group of customers and partners, we heard that the e-learning format made it easy for users who were not at the initial product training session to get up to speed with learning how to use Usabilla. New employees at large organizations that are Usabilla customers said that it was a great way to learn part of their job duties, and other people replied that they prefer to learn technology solutions through training videos such as those in Usabilla Academy.

The way we see it, our customers’ and our partners’ success equals our success. We see Usabilla Academy as a means for making all of us more efficient. By leveraging e-learning as an initial training method, there will be more time for our customers and their Customer Success Manager to discuss goals, accomplish objectives, and collaborate on the best ways to use Usabilla for their organizations.

For Usabilla partners, we provide a unique partner onboarding experience and head-start to get certified on the Usabilla solution within hours. In addition, partners are having immediate access to a content-rich resource to be successful representing Usabilla in their local market.

Creating courses that are accessible on-demand for customers and partners provides different levels of functional insights and best practices so that these users can optimize the use of the Usabilla suite.

At the same time, it is helping customers, partners, and Usabilla to complete the roll-out across teams, functions and new people that are being added to these teams in the future. We want our users to acquire the knowledge they need to succeed in whichever way they learn best, and launching Usabilla Academy is already proving to be valuable for assisting our users who learn best on their own.

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Wie die University of Twente ihre Website nutzerbasiert optimiert https://usabilla.com/blog/wie-die-university-twente-ihre-verbesserungen-mit-usabilla-priorisiert/ https://usabilla.com/blog/wie-die-university-twente-ihre-verbesserungen-mit-usabilla-priorisiert/#respond Thu, 19 Jul 2018 11:18:01 +0000 https://usabilla.com/blog/?p=19205 Die Optimierung und Verbesserung des Kundenerlebnisses gewann in den letzten Jahren in vielen Industrien ständig an Bedeutung. Mehr und mehr Unternehmen priorisieren einen reibungslosen, kundenfreundlichen Webauftritt und ernten dafür Profit. Wir bei Usabilla sind stolz auf die vielfältige Anzahl an

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Die Optimierung und Verbesserung des Kundenerlebnisses gewann in den letzten Jahren in vielen Industrien ständig an Bedeutung. Mehr und mehr Unternehmen priorisieren einen reibungslosen, kundenfreundlichen Webauftritt und ernten dafür Profit.

Wir bei Usabilla sind stolz auf die vielfältige Anzahl an Kunden aus verschiedensten Industrien, denen wir mit unserem Wissen schon helfen konnten.

So auch mit der University of Twente, bekannt als eine der niederländische Universitäten mit sehr großem Fokus auf Entrepreneurship. Mit ihr erkundeten wir die verschiedenen Möglichkeiten, wie akademische Institutionen von einer Integration des User Feedbacks profitieren können.

Anne Heining, Website Koordinator im Marketing & Communications Department der Universität erklärt:

“Als ein Product Owner des Content Management Systems bin ich immer auf der Suche nach neuen Wegen um unsere Website zu verbessern. Neue Technologien helfen uns dabei, die Web Performance in allen Departments zu erhalten oder zu verbessern.

Als das Team anmerkte, dass sie das Back-end erneuern wollen, um unseren rund 1500 Fakultätsmitgliedern die Möglichkeit zu geben dieses zu bearbeiten und in Stand zu halten, galt Usabilla als zuverlässiger und kompetenter Partner.”

priotize improvements

Was sind aus Deiner Sicht die größten Herausforderungen bei der Gestaltung und Betreuung einer Universitäts-Website?

“Die grösste Herausforderung ist das Updaten aller 1500 CMS (Content-Management-System) Administratoren, um sicherzustellen, dass diese wissen, wie alles funktioniert. So können wir die Qualität auf einem hohen Level halten.

Zusätzlich, ist es schwer eine Standard Vorlage zu erhalten, gerade wenn jeder Nutzer individuelle Features für seine Fakultät und deren Umfeld benötigt. Es ist nahezu unmöglich die Bedürfnisse aller 1500 Administratoren zu berücksichtigen, was zu Frustration der erfahrenen User (Top 5%) führt.“

Welche Tools nutzt ihr um den Erfolg eurer Web Performance zu bestimmen?

“Wir benutzen Google Analytics, durch den Google Tag Manager (GTM) implementiert. Wir nutzen viele der GTM Features um zu überprüfen was falsch läuft, wo Probleme auf unserer Website sind oder wo wir uns verbessern müssen.”

Wieso habt Ihr euch dazu entschieden, in User Feedback zu investieren?

“Wir wissen, dass viele Besucher unserer Website bemerken, wenn etwas nicht richtig ist. Wir, das Zentrale Website Team und die anderen CMS Administratoren versuchen ständig die Website nach Aussen (front-end), als auch nach Innen (intern/back-end) zu optimieren. Das User Feedback fungiert hierfür als Brücke, denn unsere Besucher geben uns all die Informationen die wir brauchen.”

usabilla

Kannst Du beschreiben, welche Usabilla Kampagnen Du zur Zeit benutzt? Welche Erkenntnisse haben sie bisher geliefert?

“Wir haben auf jeder unserer Seiten den Standard Feedback Button installiert. Zusätzlich laufen folgende Kampagnen:

  • Auf jeder neuen oder überarbeiteten Seite lassen wir eine Kampagne für vier Wochen laufen und fragen die Besucher, ob es irgendwelche Fehler oder Bugs gibt, die wir beheben müssen
  • Wartungs-Ankündigungen (insbesondere während einer Wartung)
  • Durchgehende Kampagnen laufen auf bestimmten Seiten mit komplexen Anwendungen (z.B. Ein Besucher klickt vermehrt auf der Seite herum – ein Fenster öffnet sich und fragt, ob Hilfe zum Finden eines bestimmten Inhalts benötigt wird)
  • Nutzerzufriedenheit (auch für nicht Website bedingten Kontext) – z.B. “Sie haben vor Kurzem unseren Kundenservice kontaktiert – Sind Sie zufrieden mit dem Service oder können wir uns verbessern?”

Was ist bisher die größte Erkenntnis die Du durch Usabilla gewonnen hast?

“Was für einen Einfluss die Implementierung eines neuen Systems haben kann!

Die Einführung eines neuen Systems kann mehr als 15-mal so viel Feedback an einem Tag generieren, als an regulären Tagen. Aus diesem Grund ist es sehr wichtig herauszufinden, was die Nutzer stört. In der Vergangenheit bekamen wir 4 oder 5 E-Mails mit Verbesserungsvorschlägen, heute, mit Usabilla, sind es ca. 150. Je größer die Anzahl des Feedback ist, desto hilfreicher ist es für uns, klar zu priorisieren, welches Problem wir zuerst bearbeiten und wie wir unsere Projekte strukturieren.”

Hat User Feedback einen Einfluss auf Deinen Entscheidungsprozess?

“Wir beschäftigten uns mit der Idee eines Videohintergrunds auf unserer Homepage. Dies löste eine große Diskussion aus, da viele von uns dachten es würde zu viel unnötige Bewegung auf der Website kreieren. Wir entschieden uns dazu es einfach auszuprobieren und zu schauen was für Feedback wir bekommen. Über einen Zeitraum von 6 Monaten bekamen wir nur 3 Rückmeldungen bezüglich des Videos und mussten somit keine Änderungen vornehmen.”

Kannst Du beschreiben, welche Rolle Feedback in Deiner Organisation spielt, wer mit dem Feedback arbeitet und wie es genutzt wird?

“Unser Zentrales Web Team sammelt das Feedback. Wir erhalten dieses als E-Mail und können es somit direkt an den zuständigen Editor der Website (für inhaltsbezogene Probleme) oder an das technische Team (für Design oder technische Fragen) weiterleiten.

priotize improvements

Unsere Kampagnen checken wir zweimal die Woche um das Feedback zu sehen. Zusätzlich laden wir uns in regelmäßigen Abständen Berichte herunter, die uns helfen auf dem neuesten Stand zu bleiben. Auch wenn wir nicht regelmäßig mit dem Management kommunizieren, benutzen wir das Feedback als Möglichkeit und Mittel um neue Verbesserungen zu initiieren.”

Was sind Eure größten Herausforderungen für das nächste Jahr und welche Rolle wird User Feedback dabei spielen?

Die Weiterentwicklung von Websites wird mit neuen Technologien immer schneller, sodass man durchgehend in der Lage sein muss Entscheidungen zu treffen. User Feedback hilft uns dabei sehr. Allerdings würden wir uns wünschen noch mehr Informationen zu erhalten. Dementsprechend versuchen wir unsere User mehr und mehr einzubinden, um mehr Feedback generieren zu können.

Außerdem würde ich Usabilla gerne in weitere Anwendungen integrieren, um möglichst viele Bereiche abzudecken und somit zusätzlich andere Systeme verbessern zu können.”

 

Möchtest Du mehr darüber erfahren, wie Usabilla Dir oder Deinem Unternehmen helfen kann? Frage einfach nach einer kostenlosen Demo von unseren Business Managern oder lese mehr auf unserem Blog.

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