There's a Customer Out There with a Bullet for You: Understanding Your Customers
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My FailCon 2010 presentation on how not understanding your customers will kill your company faster than anything else. Want to better understand your customers? Read this and then sign up for http://www.uservoice.com
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There's a Customer Out There with a Bullet for You: Understanding Your Customers
- 1. There’s a Customer Out There with a Bullet for You --- Understanding Your Customers Evan Hamilton Community Manager, UserVoice
- 2. Agenda Listening failures Failures of understanding Success through understanding Best practices The importance of saying no Q&A
- 3. Ideas Can Kill Ideas you ignore Ideas you don’t understand Ideas you shouldn’t have listened to
- 5. Listening Failures Data: http://www.nytimes.com/2006/10/15/business/yourmoney/15friend.html
- 6. Listening Failures Customers said: 30-second load times suck Data: http://www.nytimes.com/2006/10/15/business/yourmoney/15friend.html
- 7. Listening Failures Customers said: 30-second load times suck Friendster focused on: VOIP Data: http://www.nytimes.com/2006/10/15/business/yourmoney/15friend.html
- 8. Listening Failures Customers said: 30-second load times suck Friendster focused on: VOIP Result: $30MM to ??? Data: http://www.nytimes.com/2006/10/15/business/yourmoney/15friend.html
- 9. Listening Failures Data: http://blog.precipice.org/why-wesabe-lost-to-mint
- 10. Listening Failures Customers said: We don’t want more work Data: http://blog.precipice.org/why-wesabe-lost-to-mint
- 11. Listening Failures Customers said: We don’t want more work Wasabe focused on: Effort-heavy features Data: http://blog.precipice.org/why-wesabe-lost-to-mint
- 12. Listening Failures Customers said: We don’t want more work Wasabe focused on: Effort-heavy features Result: Mint $170MM, Wesabe $0 Data: http://blog.precipice.org/why-wesabe-lost-to-mint
- 14. Listening Failures Customers said: We don’t understand it
- 15. Listening Failures Customers said: We don’t understand it Google focused on: “Revolutionizing” communication
- 16. Listening Failures Customers said: We don’t understand it Google focused on: “Revolutionizing” communication Result: Dead after one year
- 18. Failure to Understand Photo: http://www.flickr.com/photos/like_the_grand_canyon/4649102556/ Data: http://en.wikipedia.org/wiki/New_Coke
- 21. 200k blind taste testsPhoto: http://www.flickr.com/photos/like_the_grand_canyon/4649102556/ Data: http://en.wikipedia.org/wiki/New_Coke
- 23. 200k blind taste tests
- 24. 55% liked new tastePhoto: http://www.flickr.com/photos/like_the_grand_canyon/4649102556/ Data: http://en.wikipedia.org/wiki/New_Coke
- 26. 200k blind taste tests
- 27. 55% liked new taste
- 28. 40k lettersPhoto: http://www.flickr.com/photos/like_the_grand_canyon/4649102556/ Data: http://en.wikipedia.org/wiki/New_Coke
- 30. 200k blind taste tests
- 31. 55% liked new taste
- 32. 40k letters
- 34. 200k blind taste tests
- 35. 55% liked new taste
- 36. 40k letters
- 37. 6,000 calls/day
- 39. 200k blind taste tests
- 40. 55% liked new taste
- 41. 40k letters
- 42. 6,000 calls/day
- 43. Off shelf in 79 days
- 45. 200k blind taste tests
- 46. 55% liked new taste
- 47. 40k letters
- 48. 6,000 calls/day
- 49. Off shelf in 79 days
- 50. Didn’t understand brand importancePhoto: http://www.flickr.com/photos/like_the_grand_canyon/4649102556/ Data: http://en.wikipedia.org/wiki/New_Coke
- 54. Customers disliked it
- 56. Customers disliked it
- 57. We finally understood that the issue was signing up for a new account
- 59. Customers disliked it
- 60. We finally understood that the issue was signing up for a new account
- 61. Built simpler sign-in
- 65. 6 months building a cameraPhoto : http://www.flickr.com/photos/tychay/513991272/in/photostream/ Data: Personal interview
- 67. 6 months building a camera
- 68. Traffic “went off a cliff” after 6 weeksPhoto : http://www.flickr.com/photos/tychay/513991272/in/photostream/ Data: Personal interview
- 70. 6 months building a camera
- 71. Traffic “went off a cliff” after 6 weeks
- 72. People said: “I want to broadcast”Photo : http://www.flickr.com/photos/tychay/513991272/in/photostream/ Data: Personal interview
- 74. 6 months building a camera
- 75. Traffic “went off a cliff” after 6 weeks
- 76. People said: “I want to broadcast”
- 77. Now 3MM visitors/monthPhoto : http://www.flickr.com/photos/tychay/513991272/in/photostream/ Data: Personal interview
- 78. Best Practices
- 81. Wastes your time
- 83. Wastes your time
- 84. Wastes your customers’ timeSolution: Aggregate and prioritize
- 87. Not representativePhoto : http://www.flickr.com/photos/28096801@N05/4581041971/in/photostream/
- 90. May not be your best or stickiest customersPhoto : http://www.flickr.com/photos/28096801@N05/4581041971/in/photostream/
- 93. May not be your best or stickiest customersSolution: Limit votes so everyone is at the same volume Photo : http://www.flickr.com/photos/28096801@N05/4581041971/in/photostream/
- 96. Y! properties: average 4.5 out of 5 starsPhoto & Data: http://buildingreputation.com/writings/2009/08/ratings_bias_effects.html & http://youtube-global.blogspot.com/2009/09/five-stars-dominate-ratings.html
- 98. Y! properties: average 4.5 out of 5 stars
- 99. YouTube tried like/dislike, still had the J-curvePhoto & Data: http://buildingreputation.com/writings/2009/08/ratings_bias_effects.html & http://youtube-global.blogspot.com/2009/09/five-stars-dominate-ratings.html
- 101. Y! properties: average 4.5 out of 5 stars
- 102. YouTube tried like/dislike, still had the J-curve
- 103. (Almost) nobody rates badlyPhoto & Data: http://buildingreputation.com/writings/2009/08/ratings_bias_effects.html & http://youtube-global.blogspot.com/2009/09/five-stars-dominate-ratings.html
- 105. Y! properties: average 4.5 out of 5 stars
- 106. YouTube tried like/dislike, still had the J-curve
- 107. (Almost) nobody rates badlySolution: Only allow up votes, don’t default to top ideas Photo & Data: http://buildingreputation.com/writings/2009/08/ratings_bias_effects.html & http://youtube-global.blogspot.com/2009/09/five-stars-dominate-ratings.html
- 110. Domain aliasing: 12% engagement increase
- 112. Domain aliasing: 12% engagement increase
- 113. Logo: 25%
- 115. Domain aliasing: 12% engagement increase
- 116. Logo: 25%
- 117. Custom design: 55%
- 119. Domain aliasing: 12% engagement increase
- 120. Logo: 25%
- 121. Custom design: 55%
- 122. SSO: 124%Solution: Integrate your ideas tool completely
- 123. The Importance of Saying No
- 126. StackOverflow had a clear visionData: UserVoice internal & http://mixergy.com/stack-exchange-joel-spolsky-interview/#transcript
- 128. StackOverflow had a clear vision
- 129. Completed 30% of ideas, declined 62%Data: UserVoice internal & http://mixergy.com/stack-exchange-joel-spolsky-interview/#transcript
- 131. StackOverflow had a clear vision
- 132. Completed 30% of ideas, declined 62%
- 133. 0 to 6.5MM monthlies in 2 years Data: UserVoice internal & http://mixergy.com/stack-exchange-joel-spolsky-interview/#transcript
- 135. StackOverflow had a clear vision
- 136. Completed 30% of ideas, declined 62%
- 137. 0 to 6.5MM monthlies in 2 years
- 138. “educating customers”Data: UserVoice internal & http://mixergy.com/stack-exchange-joel-spolsky-interview/#transcript
- 141. For every 1 successful site, there were 20 sites with 3 usersData: http://mixergy.com/stack-exchange-joel-spolsky-interview/#transcript
- 143. For every 1 successful site, there were 20 sites with 3 users
- 144. The vision was missingData: http://mixergy.com/stack-exchange-joel-spolsky-interview/#transcript
- 146. For every 1 successful site, there were 20 sites with 3 users
- 147. The vision was missing
- 148. New sites have to prove themselves before launching nowData: http://mixergy.com/stack-exchange-joel-spolsky-interview/#transcript
- 149. Conclusion You have the tools to win:
- 150. Conclusion You have the tools to win: Actively solicit feedback
- 151. Conclusion You have the tools to win: Actively solicit feedback Avoid the vocal minority and the J-curve
- 152. Conclusion You have the tools to win: Actively solicit feedback Avoid the vocal minority and the J-curve Spend the time understand what people are really saying
- 153. Thanks! @evanhamilton evan@uservoice.com understanding.uservoice.com
Notes de l'éditeur
- You’re smart. We all know you can fail from lack of listeningWasabe – Spending tracker - Wesabe had a higher goal, but people didn’t want the work of balancing a checkbook - Mint acquired for $170M,Wasabe shut down
- You’re smart. We all know you can fail from lack of listeningGoogle Wave – huge Google focus, hailed as the next big thing, nobody understood how it worked – shut down barely a year after launchSo you know to listen, but do you know to understand?
- You’re smart. We all know you can fail from lack of listeningGoogle Wave – huge Google focus, hailed as the next big thing, nobody understood how it worked – shut down barely a year after launchSo you know to listen, but do you know to understand?