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How to build a framework for customer empathy: Learning from a company that does it at scale DIRECTOR OF GROWTH, CREATIVE CLOUD, ADOBE

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Page 1: How to build a framework for customer empathy: Learning from a company that does it at scale

How to build a framework for customer empathy:

Learning from a company that does it at scale

DIRECTOR OF GROWTH, CREATIVE CLOUD, ADOBE

Page 2: How to build a framework for customer empathy: Learning from a company that does it at scale

@Kissmetrics

#Kisswebinar

@ThueLMadsen

Page 3: How to build a framework for customer empathy: Learning from a company that does it at scale

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to

automate everything around him, you can find him hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Thibault is Director of Growth for the Creative Cloud business. He has held various roles in product management within Adobe,

when he's not growth hacking, Thibault enjoys baking and sharing his baked experiments on social media. Prior to joining

Adobe, Thibault was a software engineer and author for Pearson and O’Reilly.

THIBAULT IMBERT Director of Growth, Creative Cloud

@thibault_imbert

Page 4: How to build a framework for customer empathy: Learning from a company that does it at scale

@adobe

#Kisswebinar

@thibault_imbert

Page 5: How to build a framework for customer empathy: Learning from a company that does it at scale

1 Section One - Qual vs quant

2 Section Two - An empathetic product organization

3 Section Three - How to scale

TABLE OF CONTENTS

#Kisswebinar

Page 6: How to build a framework for customer empathy: Learning from a company that does it at scale

Qual vs Quant BEFORE WE GET STARTED

Page 7: How to build a framework for customer empathy: Learning from a company that does it at scale

QUAL VS QUANT

#Kisswebinar

A big leak from launch to signup, there could be various reasons.

What is happening?

Page 8: How to build a framework for customer empathy: Learning from a company that does it at scale

QUAL VS QUANT

#Kisswebinar

Quantitative tells you the what, Qualitative

tells you the why.

“

Page 9: How to build a framework for customer empathy: Learning from a company that does it at scale

Building an empathetic product organization

PUTTING YOUR USERS FIRST

Page 10: How to build a framework for customer empathy: Learning from a company that does it at scale

USE THE PRODUCT

#Kisswebinar

Use the product (from marketing to product managers, to engineers)

Page 11: How to build a framework for customer empathy: Learning from a company that does it at scale

USE THE PRODUCT

#Kisswebinar

Quantitative and qualitative won’t give you a vision. It

helps you validate hypotheses.

“

Page 12: How to build a framework for customer empathy: Learning from a company that does it at scale

USE THE PRODUCT

#Kisswebinar

Hire people that have genuine product interest

Empathy helps you develop intuition and a vision

Helps everyone respect each other

Page 13: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR EARLY ADOPTERS

#Kisswebinar

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Page 14: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR EARLY ADOPTERS

#Kisswebinar

Track the most active users and ask yourself

the following questions…

Page 15: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR EARLY ADOPTERS

#Kisswebinar

WHAT ARE MY MOST ENGAGED USERS DOING?

What features do they use most actively?

What features do they use in the first week (7 days)?

What’s the average retention (return use) of a power user? Which platform do they use?

Desktop? Mobile?

How often do they use the app?

What time of day do they use the app and on which days?

Page 16: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR EARLY ADOPTERS

#Kisswebinar

WHAT ARE THE CHARACTERISTICS OF AN ENGAGED USER?

What sources were they acquired from?

Was it an ad, a promotional email to the chain’s customer base, or some other place? What is their demographic background, including age, income, and more?

Where do they live?

How many of them are paid vs free users?

Which other (competitive) product do they use?

Page 17: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR EARLY ADOPTERS

#Kisswebinar

Upload the emails into Facebook insights

Get a data scientist/analyst to make the data speak

Cluster your users and find behaviors that drive retention

Page 18: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR EARLY ADOPTERS

#Kisswebinar

Normal Engaged

What are the traits of engaged users, and how do

we turn more users like them?

Page 19: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Page 20: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Treat social media as a two way street

Give a voice to your followers

Page 21: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Collect qualitative feedback

Page 22: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Leverage your early adopters and most active users to seed your community

Community drives word of mouth which drives sustainable long term growth

Page 23: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

More than 30 shares a month + randomized selection Eligible for VIP status

Page 24: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 25: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 26: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 27: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 28: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 29: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 30: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

0.76 shares per user/day 0.97 shares per user/day

27% increase in engagement

Page 31: How to build a framework for customer empathy: Learning from a company that does it at scale

LISTEN TO EVERYONE, NOT JUST POWER USERS

#Kisswebinar

Leverage Facebook Groups as a platform

Nothing to build, already a habit for users

Get all the insights from Facebook reports…

Page 32: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 33: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 34: How to build a framework for customer empathy: Learning from a company that does it at scale

SEED A COMMUNITY

#Kisswebinar

Page 35: How to build a framework for customer empathy: Learning from a company that does it at scale

LISTEN TO EVERYONE, NOT JUST POWER USERS

#Kisswebinar

You want to build a product for everyone, not just power users

You want to talk to the other extreme too…

Page 36: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR CHURNED USERS

#Kisswebinar

Understand your churned users (who are they, what do the do, etc.)

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Page 37: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR CHURNED USERS

#Kisswebinar

If not active for more than 30 days?

Survey

Page 38: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR CHURNED USERS

#Kisswebinar

Page 39: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR CHURNED USERS

#Kisswebinar

Page 40: How to build a framework for customer empathy: Learning from a company that does it at scale

UNDERSTAND YOUR CHURNED USERS

#Kisswebinar

Where did they left off?

How long have they been dormant for?

Page 41: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT NPS

#Kisswebinar

Collect NPS (an ongoing pulse check on the product)

Understand your churned users (who are they, what do the do, etc.)

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Page 42: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT NPS

#Kisswebinar

Page 43: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT NPS

#Kisswebinar

Every user, once per quarter

Second session after at least one publish NPS prompted while in the editors (in Spark), now experimenting with email

Never after a share or other key activation moments (This could skew NPS)

Page 44: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT NPS

#Kisswebinar

Page 45: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT NPS

#Kisswebinar

Page 46: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT NPS

#Kisswebinar

Page 47: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Collect feature requests (what are the top requested features?)

Collect NPS (an ongoing pulse check on the product)

Understand your churned users (who are they, what do the do, etc.)

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Page 48: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Allow your users to participate in the product roadmap

This can help drive loyalty, you show that you are listening

An easy way to surface the most requested features to the entire team

Another qualitative feedback source to learn from

Page 49: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

www.uservoice.com

Page 50: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 51: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 52: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 53: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 54: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 55: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 56: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 57: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Page 58: How to build a framework for customer empathy: Learning from a company that does it at scale

COLLECT FEATURE REQUESTS

#Kisswebinar

Map feature requests back to users engagement

What are the features requested by the most active or inactive users?

Helps with prioritization

Page 59: How to build a framework for customer empathy: Learning from a company that does it at scale

FACETIME WITH YOUR USERS

#Kisswebinar

Facetime with your users (observe them use your product)

Collect feature requests (what are the top requested features?)

Collect NPS (an ongoing pulse check on the product)

Understand your churned users (who are they, what do the do, etc.)

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Page 60: How to build a framework for customer empathy: Learning from a company that does it at scale

FACETIME WITH YOUR USERS

#Kisswebinar

When was the last time you watched your users use your product?

Page 61: How to build a framework for customer empathy: Learning from a company that does it at scale

FACETIME WITH YOUR USERS

#Kisswebinar

New Engaged

Interview both types of users,

new for capturing first time experience and engaged for

surface workarounds and limitations

Page 62: How to build a framework for customer empathy: Learning from a company that does it at scale

FACETIME WITH YOUR USERS

#Kisswebinar

You need live time with users to observe and talk to them

You want to ask: What? How? Why, Why, Why?

Monthly interviews of active and new users of your product

Add getaways to visit your customers and learn from them in their local environment

Share learnings/observations with your product organization

Page 63: How to build a framework for customer empathy: Learning from a company that does it at scale

COMMUNITY SUMMIT

#Kisswebinar

Community summit (both parties are learning)

Collect feature requests (what are the top requested features?)

Collect NPS (an ongoing pulse check on the product)

Understand your churned users (who are they, what do the do, etc.)

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Facetime with your users (observe them use your product)

Page 64: How to build a framework for customer empathy: Learning from a company that does it at scale

COMMUNITY SUMMIT

#Kisswebinar

1 day online conference through screen sharing

Morning sessions is users presenting how they use your product

Afternoon is your product organization presenting their roadmap

Live feedback from our power users on what’s coming next

Get everyone in the org to attend (#empathybuilding)

Page 65: How to build a framework for customer empathy: Learning from a company that does it at scale

#Kisswebinar

Community summit (both parties are learning)

Collect feature requests (what are the top requested features?)

Collect NPS (an ongoing pulse check on the product)

Understand your churned users (who are they, what do the do, etc.)

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Facetime with your users (observe them use your product)

Page 66: How to build a framework for customer empathy: Learning from a company that does it at scale

PUTTING USERS IN THE CENTER OF YOUR ORGANIZATION

#Kisswebinar

Community summit (both parties are learning)

Collect feature requests (what are the top requested features?)

Collect NPS (an ongoing pulse check on the product)

Understand your churned users (who are they, what do the do, etc.)

Seed a community (and start scaling)

Understand your early adopters (who are they, what do the do, etc.)

Use the product (from marketing to product managers, to engineers)

Facetime with your users (observe them use your product)

User

Page 67: How to build a framework for customer empathy: Learning from a company that does it at scale

How to scale? IT’S A LOT OF FEEDBACK!

Page 68: How to build a framework for customer empathy: Learning from a company that does it at scale

HOW TO SCALE

#Kisswebinar

NPS, Churned users,

Feature requests,

etc.

Page 69: How to build a framework for customer empathy: Learning from a company that does it at scale

HOW TO SCALE

#Kisswebinar

All that feedback can be overwhelming for product teams

You need to think about making that data as actionable as possible

Page 70: How to build a framework for customer empathy: Learning from a company that does it at scale

HOW TO SCALE

#Kisswebinar

Two options

AutomatedResource on your team

Page 71: How to build a framework for customer empathy: Learning from a company that does it at scale

HOW TO SCALE

#Kisswebinar

Two options

nomnom.it or clarabridge.comCommunity manager, support

http://nomnom.it
http://clarabridge.com
Page 72: How to build a framework for customer empathy: Learning from a company that does it at scale

Takeaways? WHAT’S THE GIST

Page 73: How to build a framework for customer empathy: Learning from a company that does it at scale

TAKEAWAYS

#Kisswebinar

Hire the right people

Talk to early adopters and non adopters

Build the product for both extremes

Seed a community

Understand what’s making engaged users stick Understand what’s causing churn

Sit down with your users and observe, listen

Involve your community in your roadmap

You will learn faster, fail faster

Page 74: How to build a framework for customer empathy: Learning from a company that does it at scale

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen [email protected]

Questions?

THIBAULT IMBERT Director of Growth, Creative Cloud

@thibault_imbert [email protected]

mailto:[email protected]
mailto:[email protected]

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