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How to build a framework for customer empathy: Learning from a company that does it at scale
The document outlines strategies for building a customer empathy framework based on insights from the Kissmetrics webinar. It emphasizes the importance of understanding both early adopters and churned users, employing qualitative and quantitative data, and actively engaging with users to develop an empathetic product organization. Key takeaways include hiring the right people, involving the community in product development, and leveraging feedback to enhance user experiences.
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How to build a framework for customer empathy: Learning from a company that does it at scale
- 1. How to builda framework for customer empathy: Learning from a company that does it at scale DIRECTOR OF GROWTH, CREATIVE CLOUD, ADOBE
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- 3. Thue is theKissmetrics 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
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- 5. 1 Section One- Qual vs quant 2 Section Two - An empathetic product organization 3 Section Three - How to scale TABLE OF CONTENTS #Kisswebinar
- 6. Qual vs Quant BEFOREWE GET STARTED
- 7. QUAL VS QUANT #Kisswebinar Abig leak from launch to signup, there could be various reasons. What is happening?
- 8. QUAL VS QUANT #Kisswebinar Quantitativetells you the what, Qualitative tells you the why. “
- 9. Building an empathetic productorganization PUTTING YOUR USERS FIRST
- 10. USE THE PRODUCT #Kisswebinar Usethe product (from marketing to product managers, to engineers)
- 11. USE THE PRODUCT #Kisswebinar Quantitativeand qualitative won’t give you a vision. It helps you validate hypotheses. “
- 12. USE THE PRODUCT #Kisswebinar Hirepeople that have genuine product interest Empathy helps you develop intuition and a vision Helps everyone respect each other
- 13. UNDERSTAND YOUR EARLYADOPTERS #Kisswebinar Understand your early adopters (who are they, what do the do, etc.) Use the product (from marketing to product managers, to engineers)
- 14. UNDERSTAND YOUR EARLYADOPTERS #Kisswebinar Track the most active users and ask yourself the following questions…
- 15. UNDERSTAND YOUR EARLYADOPTERS #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?
- 16. UNDERSTAND YOUR EARLYADOPTERS #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?
- 17. UNDERSTAND YOUR EARLYADOPTERS #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
- 18. UNDERSTAND YOUR EARLYADOPTERS #Kisswebinar Normal Engaged What are the traits of engaged users, and how do we turn more users like them?
- 19. SEED A COMMUNITY #Kisswebinar Seeda 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)
- 20. SEED A COMMUNITY #Kisswebinar Treatsocial media as a two way street Give a voice to your followers
- 21. SEED A COMMUNITY #Kisswebinar Collectqualitative feedback
- 22. SEED A COMMUNITY #Kisswebinar Leverageyour early adopters and most active users to seed your community Community drives word of mouth which drives sustainable long term growth
- 23. SEED A COMMUNITY #Kisswebinar Morethan 30 shares a month + randomized selection Eligible for VIP status
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- 30. SEED A COMMUNITY #Kisswebinar 0.76shares per user/day 0.97 shares per user/day 27% increase in engagement
- 31. 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…
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- 35. 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…
- 36. UNDERSTAND YOUR CHURNEDUSERS #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)
- 37. UNDERSTAND YOUR CHURNEDUSERS #Kisswebinar If not active for more than 30 days? Survey
- 38. UNDERSTAND YOUR CHURNEDUSERS #Kisswebinar
- 39. UNDERSTAND YOUR CHURNEDUSERS #Kisswebinar
- 40. UNDERSTAND YOUR CHURNEDUSERS #Kisswebinar Where did they left off? How long have they been dormant for?
- 41. COLLECT NPS #Kisswebinar Collect NPS (anongoing 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)
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- 43. 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)
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- 47. COLLECT FEATURE REQUESTS #Kisswebinar Collectfeature 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)
- 48. COLLECT FEATURE REQUESTS #Kisswebinar Allowyour 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
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- 58. COLLECT FEATURE REQUESTS #Kisswebinar Mapfeature requests back to users engagement What are the features requested by the most active or inactive users? Helps with prioritization
- 59. FACETIME WITH YOURUSERS #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)
- 60. FACETIME WITH YOURUSERS #Kisswebinar When was the last time you watched your users use your product?
- 61. FACETIME WITH YOURUSERS #Kisswebinar New Engaged Interview both types of users, new for capturing first time experience and engaged for surface workarounds and limitations
- 62. FACETIME WITH YOURUSERS #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
- 63. COMMUNITY SUMMIT #Kisswebinar Community summit (bothparties 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)
- 64. COMMUNITY SUMMIT #Kisswebinar 1 dayonline 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)
- 65. #Kisswebinar Community summit (both partiesare 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)
- 66. PUTTING USERS INTHE 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
- 67. How to scale? IT’SA LOT OF FEEDBACK!
- 68. HOW TO SCALE #Kisswebinar NPS, Churnedusers, Feature requests, etc.
- 69. HOW TO SCALE #Kisswebinar Allthat feedback can be overwhelming for product teams You need to think about making that data as actionable as possible
- 70. HOW TO SCALE #Kisswebinar Twooptions AutomatedResource on your team
- 71. HOW TO SCALE #Kisswebinar Twooptions nomnom.it or clarabridge.comCommunity manager, support
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- 73. TAKEAWAYS #Kisswebinar Hire the rightpeople 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
- 74. THUE MADSEN Marketing OperationsManager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? THIBAULT IMBERT Director of Growth, Creative Cloud @thibault_imbert timbert@adobe.com