Learn from Funda: How to use digital feedback to act on changing customers needs in 2020
Funda, based in Amsterdam, is the most visited housing website in the Netherlands. Their website serves realtors as well as home buyers and sellers.
We interviewed Ilse Blom, Senior User Researcher, and Garikai, Senior Marketing Analyst at Funda about their customer feedback program. In this interview, we cover their ongoing CX program to measure and track customer satisfaction, as well as how they leverage Usabilla feedback during the coronavirus crisis to understand how the lockdown is affecting home buying and selling trends.
1. How long have you been using Usabilla?
We have been using Usabilla for one year now.
2. Why did you decide to invest in customer feedback?
We were using a solution to gather customer feedback on a structural basis to capture customer satisfaction scores (CSAT), but the possibilities within this tool were limited. For example, the targeting functionality, types of questions and logic available were not sufficient for our needs. All changes required development efforts and the tool did not meet our changing legal requirements (GDPR).
We wanted to make it easy for teams to set up and run surveys and were looking for a solution that allowed us to gather feedback from both realtors as well as consumers within the same solution. Additionally, we wanted to use a solution that would run smoothly and with stability for the large amount of traffic we see on our website. We ultimately chose to onboard Usabilla because the solution offered these qualities along with much flexibility.
3. What role does feedback play in your organization?
Improving customer satisfaction among realtors and consumers is one of our organizational goals. We analyze customer feedback to understand our customer’s needs and to define strategic priorities.
4. Who is responsible for driving the feedback collection within your organization?
It’s a shared responsibility between customer research and marketing analysts. On a scrum team, the PO/UXers collect and analyze feedback by feature-level. They are also supported by the customer research team.
5. How do you organize the VOC/CX program at Funda?
Each customer team is responsible for reporting on customer feedback to management as well as to prioritize their objectives and initiatives in such a way that they are driven by customer feedback. Researchers and analysts are responsible for the correct set up and execution of the surveys.
Capturing and acting on feedback during the COVID-19 crisis
1. In general, why do you think it’s important for organizations to collect customer feedback, especially throughout this period of time?
Collecting customer feedback helps in understanding the needs of your customers as well as helping to understand if and how you’re improving satisfaction over time. In times of rapid change, these needs and experiences can change more often and it’s important to keep a close watch on how they do in order to react rapidly.
2. It’s a challenging time for many individuals and organizations, can you provide a bit of information on what you’ve seen as a result from COVID-19 when it comes to the quantitative data collected on your website?
In the first week, we saw a decrease in traffic to our website as well as in viewing requests for realtors. In later weeks, these partially recovered. New listings also dropped slightly in the first week but are now fully recovered. In fact, certain KPIs are even better than they were before the coronavirus crisis.
3. At a certain point in time, you decided that quantitative data was not sufficient to draw your conclusions from, can you provide a bit of background information in regards to how you used Usabilla to support your research?
As we are the market leader in our business, the traffic and behavior we see on our website is a representation of what’s going on in the housing market in general. Behavior is really interesting – but it’s really important to also understand the context of your quantitative data and thus the why behind the what. Are people visiting our website less often because they lose trust or are they visiting our website less often just because they’re busy with taking care of their families?
We used Usabilla to ask visitors a set of questions about their current experience and expectations toward the future regarding their own situation and the housing market trends. The insights were segmented for house sellers, house buyers and people who aimed to both sell and buy. We aligned on the goal and the set up of the survey and had it running within two days. Targeting 5% of our traffic, we gathered 1,450 responses. Then, we extracted and analyzed the data. In the past week, we ran the survey again with a few additional questions aiming to compare the data between the past and most recent survey, as well as exploring some other segmentations.
Are people visiting our website less often because they lose trust or are they visiting our website less often just because they’re busy with taking care of their families?
4. In what way did the survey add value to the quantitative data patterns you already recognized? What information did you retrieve from the survey that you wouldn’t have had otherwise?
We combined our quantitative platform data with qualitative Usabilla survey data. Our platform data showed that visits and leads were declining since the shelter-in-place order began. From that moment on, in the weeks that followed, we saw traffic and leads climbing to where they were before the coronavirus crisis, or even better. We used the survey data to give a more qualitative explanation about these patterns in traffic and leads. We gathered sentiment data by asking questions like: Is now a good moment to buy/sell a house? Are you changing your plans because of the virus? We saw that the data regarding sentiment gathered via Usabilla showed the same pattern as our platform data. By combining both the quantitative and qualitative data, we were able to communicate the full customer story.
5. How did you ultimately analyze the data results and map the qualitative insights to your quantitative ones?
We exported the CSV-file and made a dashboard in PowerBI. Once- or twice- a week, a manual download of the CSV-file was done to update the dashboard. We mapped it with platform data based on week numbers.
6. What action did you take as part of the research to provide your customers with a better customer experience / improve site conversion etc.?
We used the research mostly for communication to our customers as well as for some internal insights. For example, we wanted to know the answers to questions like: Are people willing to bid on a house, based on a virtual tour? Do people want to do virtual viewings or do they still want physical viewings? We launched virtual tours and Matterport, a tool for 3D tours, and used the data for communication about these new products. For UX-improvements, we have other campaigns running.
7. What advice would you like to give businesses around incorporating feedback to support their customers in these times?
Make sure that the feedback you gather is specific enough for the people within the company to work with. Make sure the goal and added value of gathering feedback is specific and clear to all relevant people. Have a process in place that defines when, how and who will analyze the feedback and incorporate qualitative feedback with your quantitative reporting processes.
Make gathering feedback easy and accessible for teams and individuals. To ensure quality and validity of insights, make sure to support your team so they can properly set up and analyze surveys.
If you would like to find out more about Usabilla or what a digital Voice of Customer solution could mean for your organization, request a free demo and find out.
For more information on creating a crisis-related feedback program, download our free report, “The Importance of Voice of Customer in Times of Crisis.”