Voice of the Customer (VoC) is becoming more and more vital for companies when it concerns the optimization of digital environments. Coupled with other solutions like A/B testing, session recording and analytical tools, you can gather a lot of data about what happens on e.g. your website or your app.
However, just collecting your customers’ feedback is not enough. Often, it is considered a difficult task to figure out the most efficient internal workflows and processes to understand how to best analyze feedback and act upon it.
At Usabilla we implement what we call a Usabilla 360. In this article we show you how that works, using the example of our first Usabilla 360 workshop in Germany. Customers from DHL, Lufthansa, Telekom, Eurowings and a leading soccer league came together to share their experience.
The purpose is to exchange knowledge and best practices on how our customers use the Ask, Analyze and Act framework when they collect user feedback via different channels.
About Usabilla 360
In the past, we have seen this brings tremendous value to our customers, as they get a unique opportunity to truly exchange with people from similar roles and challenges while working at different companies. If you’re a Usabilla customer and this sounds like something for you too, read on and get in touch with your CSM. If not, continue reading to Part 1 for some tips on feedback management.
Format: Engaging roundtable discussion
We start with an introduction on the “Ask, Analyze, Act” principle that we use at Usabilla as the three pillars of feedback management. We discuss how combining collected qualitative with quantitative data is necessary to provide a larger picture, and how involving internal stakeholders not only unearths pain points on a website but ensures information is shared accordingly so that the right teams know where and how to take action. Usabilla’s customer success manager invites customers from different horizons but with shared challenges to foster knowledge exchange.
Goal: Exchange of best practices
After the introduction, the participants present one slide on how they ask, analyze and act upon user feedback internally, followed by a short Q&A session. Not only do we, from Usabilla, gain a lot of information about the processes, workflows and pain points of our customers, but our customers also value the exchange as they are able to gain a lot of new ideas and inspiration from us and from each other.
Part 1: Ask
Asking the right questions is one of the most overlooked (and crucial) parts of feedback management
1. Use surveys to learn about your users, then devise questionnaires that match
Next to the rather usual measurements of stability, usability and customer experience (CX) KPIs, some customers go a step further to incorporate surveys to find out who their users are. This helps them enrich their personalization profiles. When you think about it, even psychological aspects come into play in asking the right questions, such as Häusel’s limbic personas. It basically describes the emotional drive of a user and the importance of understanding why they behave a certain way and what motivates them.
For instance, we learned that some were able to identify nervous user behavior through session recording (e.g. jittery movements). This can then be used to enrich persona databases by capturing these behavioral variables along with the collected feedback. With richer persona profiles you can find out why and how certain groups behave on a website and ask the right questions in the future.
2. With the right metrics, measure what you’re looking for. It might not be what you expect.
Some customers use UX scores like the UMUX score or self-developed scores that help them keep an overview on CX performance. The CX pyramid is the standard metrics protocol we apply and advise at Usabilla, but learning from others and finding hidden gems like this one, is really what brings the value of a 360 workshop.
3. Nope, NPS is not dead
As we found out, NPS scoring is still widely used as a benchmark internally, to measure progress over time and to compare markets with each other, as well as externally to compare performance with similar companies.
4. Get creative with surveys to guide your end users
Many customers also use our tools, like Usabilla for Apps, to onboard their new users and lead them through a specific flow of instructions with Usabilla campaigns. The slideout survey is ideal to communicate with users, since you can target very specifically to certain users, on certain devices, at certain moments and so on. Subsequently, by monitoring how certain questions perform, improvements can be made on how, when and where to ask for feedback.
Part 2: Analyze
Collecting feedback won’t lead to any conclusions if you don’t analyze the data
This is easier said than done. And if you work with data, you might know it is not always that simple. Analysis might be one of the most difficult parts of the cycle as often personnel resources are scarce, workflows and automation not established, and it may not be defined which stakeholders should receive which feedback.
5. Many roads lead to Rome AKA there isn’t one-way to analyze feedback items
Some of our customers have working students or external agencies that help them out with screening incoming feedback, categorizing and sharing it with relevant departments, while some companies have internal UX, operations or data analytics teams that take care of the analysis.
6. Visualize data that is relevant to you with self-created dashboards
Many customers have created their own dashboards in tools like Power BI or Tableau where data is sent via our public API. The benefit of a self-created dashboard is that you can aggregate the data that is important for certain stakeholders and visualize it in a way that is most relevant to you. In such a dashboard you can also combine the Usabilla data with data from other solutions to get an even bigger picture.
“Self-analysis a day, keeps my repetitive mistakes away.”
7. Tap into session recording and A/B test your surveys for a deeper look
If you don’t have a dashboard you can send data like a session ID from your session recording tool or the variant ID from A/B testing as custom variables along with every feedback item. It will give you a deeper understanding on why certain users leave certain feedback (e.g. nervous user behaviour) or which variant performed better and why. For example, a customer leaves an angry comment about the website flow, and by combining it with the session recording ID you can find out how exactly that person behaved on the website and create a more complete picture of her experience.
Part 3: ACT
Acting on insights and showing the value of user feedback internally, it’s challenging but critical for success
Don’t let early efforts in Asking and Analyzing feedback data fall short of their potential. While there is no one-style-fits-all approach, acting on collected feedback is crucial. If you skip this step, you won’t close the loop and turn the feedback into valuable insights that help you and your team make the right decisions to improve digital experiences on website, app or emails.
8. Don’t be shy about spreading the feedback you receive, internally
Some of our customers have shown how creativity can pay off: A great idea from this 360 session was about sharing incoming feedback from digital channels along with the collected NPS score on a screen in the office. For internal stakeholders, this draws attention to the feedback and continuously reminds people that their customers do share valuable information like bugs or comments on how to improve.
9. Communicate feedback-driven changes via newsletter
Also, internal newsletters are a great channel to communicate changes that were driven by customer feedback. You can for example share how certain pages or other modifications have been done on a website based on user feedback. If you want to “gamify” spreading the feedback, why not share the funniest feedback items with your team through Usabilla’s Slack integration?
10. Easily keep tabs on performance with automated emails
It was also interesting to hear some customers use internal automated emails, with daily or weekly reports on how the main website is performing. This report can be compiled from an aggregated dashboard with a combination of different data points from e.g. Google Analytics, session recording tools, as well as Usabilla, to give a comprehensive overview of what is happening on the website and showcase how user feedback ties into the bigger picture.
11. Meet often and with various teams to discuss
Regular meetings with stakeholders from different departments, such as content, product and UX seem to become more frequent. These meetings are used to discuss trends in feedback, evaluate prioritized topics that should be tackled next as well as to check if the roadmap is still in line with what the users actually ask for.
Internal routines and workflows will differ, but completing the feedback loop will see strong returns for your organization and for your customers.
The first 360 event in Germany was a great way to get inspired and learn from each other. Not only was it valuable for our customers to gather ideas on workflows and processes, but also for us from Usabilla to understand and better get to know our customers.
We can tell with certainty that a transformation in the digital space is happening and that our customers are increasing their efforts to work in a more data-driven way and to develop their digital environments on a more customer-centric basis. Just like Rome wasn’t built in one night, such a strategy needs time to be developed and implemented. Nevertheless, we are positive that our customers are on the right track and are excited to be part of their journey to become truly customer-centric driven.
A big thanks to all participants in this edition. If you wish to participate in such an event, feel free to contact your CSM or reach out to firstname.lastname@example.org.