Enterpret Roundtable – Scaling Customer Insights During Hypergrowth with Zoom, Figma, and Notion – YouTube https://www.youtube.com/watch?v=Mea4_q-oUy8
2023-06-04
“I am optimistic about closing the loop in a personalized way at scale. If you’re able to capture some metadata, and you have the tooling to support it, it’s actually pretty easy to integrate user information back into campaigns.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=34m32s
“Every year Figma does a Big Little Things release with a bundle of quality of life things and tie it back to the users and feedback they mentioned.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=34m32s
“How do you drive success for and measure a VoC program?” “Take inventory all of the feedback channels. Communicate what those are, where they are, what type of biases they may have, what some of the limitations are and expose that across the company. Take time to understand how product development works in your company. Understand those moments of when feedback is most useful, which teams are using it, how to champion and elevate those teams to model that behavior.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=36m2s
“Constantly think about win-win opportunities. How do you make it easier for sales people to capture feedback? How do you make it easier for that feedback to get routed back to the product team? How do you make it easier for marketing to close the loop?” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=36m56s
“Define your success criteria from the outset. Do you want to see numbers move? Which numbers? Are you looking to gain more users, drive greater adoption of certain features? The ultimate success of a Voice of the Customer program is when you see change in action as a result of the feedback and data that you have access to. Success is seeing a change in the product, user behavior, or the numbers that are important to us.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=37m50s
“We love to see CSAT improve. Also growth, revenue, reduction in churn, and NPS. The customer happiness, adoption, revenue growth are most important to me.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=39m2s
“How do you identify what the blockers could be and take action on that?” “It’s really around trust. I’ve worked in some pretty large organizations, and there was a lot of us versus them mentality between support and sales or sales and the product team and they’re working in different places. Understanding the level of trust between your insight generators and your insight consumers is super important. It’s key to understand that culture, how to repair it, and how enrich it. ” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=40m20s
“At what elevation level is it most important for the organization? For example, Some programs focus more on the roll-ups. For example, the Head of Product said, ‘I will not start planning until Michael gives me the VoC rankings.’ At Figma, it’s very down in the details where they want to see the feedback in real time and reach out to users and the roll-outs are a little less important. Understanding how decisions are made in the organization and what type of decisions people want user insights for is really key.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=41m6s
“Another ingredient for making VoC programs successful is visibility from leadership to follow through on by making sure there is ownership of VoC at scale and make sure people know who that is. Part of the product requirements are to include qualitative data (when it’s applicable, i.e. iterating or fixing something). They should answer, ‘what are people saying and do you really understand it?’ which is a bottom-up way to match the leadership emphasis on it.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=42m3s
“Historically there’s no way to drive shared alignment or understanding of the importance of one piece of feedback.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=44m27s
“My wishlist for future VoC is that it’s automated, human-curated, and as self-serve as possible with rich, accurate, robust data and metadata.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=47m12s
“A successful outcome of a collective maturity of VoC as a discipline is when people understand how the best products are being built and customer insights plays a critical role in that approach. There’s so much literature and thought leadership around product development, methodology, and process and in 2-5 years VoC has a chapter in that book including scaling insights, managing the feedback loop, why you need a team, how you build a VoC team, what type of talent, and how that integrates with product management, design, and engineering is a world-class aspiration for VoC programs.” https://www.youtube.com/watch?v=Mea4_q-oUy8&t=48m29s