RUFing it out with Customer Feedback: Knowing the “Why”

•

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On one hand, Net Promoter Scores (NPS) are great for gauging how customers feel – but they don’t provide any specific insights. On the other hand, unstructured comments from support tickets and similar sources are rich with detail – but with 15,000 comments per week coming in, it was impossible to categorize and understand what that information actually meant. We needed a better way. Join the head of our Voice of the Customer team, Sean Cramer, to learn about the innovative system Atlassian has built: RUF (Reliability, Usability, Functionality). RUF categorizes, measures, and prioritizes issues gleaned from not just Net Promoter feedback, but from all our sources of customer feedback. Come learn how your organization can take Atlassian’s learnings, and use them to build a similar system for your organization.

Software

SEAN CRAMER • HEAD OF VOICE OF THE CUSTOMER • ATLASSIAN •
@COSMOCRAMER
RUF’ing it out with Customer
Feedback: Knowing the “Why”

• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace

THE SOLUTION
THE FEEDBACK
THE LEARNINGS
Agenda
DIY

THE SOLUTION
THE FEEDBACK
THE LEARNINGS
DIY

1 2 3 4 5 6 7 8 9 100
DETRACTORS PASSIVES PROMOTERS
% Promoters - % Detractors Net Promoter Score (NPS)

“There is a great
difference between
knowing and
understanding: you
can know a lot about
something and not
really understand it” -
Charles F. Kettering

• Performance
• Up-time
• Quality
• Security

• Missing
Features
• Would-like
• Might-help

• Complexity
• Ease-of-use
• Discoverability
of features

UsabilityFunctionality Reliability
F U R

RUF’ing it out…yo!!
0 %
17,5 %
35 %
52,5 %
70 %
14 %
63 %
23 %
Reliability Usability Functionality

Usability - 63%
Reliability - 23%
Functionality - 14%
Drill-down
•Performance - 20%
•Bugs - 3%
•Editing - 14%
•Complexity - 22%
•Content- 32%
•Navigation - 9%

Lots of features and easy to use. Main
detractor was performance though it seems
fast today, maybe a recent upgrade? If the
performance stays fast I would be more
likely (to recommend it).
DEVELOPER, CONFLUENCE
“
”

Page loading speed improved very
much!!
PRODUCT MANAGER, CONFLUENCE
“ ”

Categorize content
Understand your feedback funnel
along with the trafﬁc and frequency
Measure the feedback
Who is it from? What area is it
effecting? How many said it?
Find the sources
Group into RUF and sub themes that
help give clarity into insights
Categorize and
Measure

Establish baselines
Too many comments in one area can
cause problems
Get commitment
Insight without action is useless.
Make sure your company is willing to
listen to feedback. If not, call me!!
Determine redlines
You can’t determine if things aren’t
changing if you don’t know where you
are. (NPS, RUF, CSAT)
Impact of
insights

Communicate internal
Focus on 3-5 opportunities per
product
Monitor improvements
Scorecard it out! Monthly or quarterly.
So the impact that change has made
Create your insights
Communicate that impact to the biz
by constantly sharing user feedback
Build the system

Closing the
RUF loop
Email and blog
Don’t let feedback fall on empty and
deaf ears. Follow up with you users
Insights, no promises
Comments come in themes. If you
are going to make changes, share it
24-48 hours
Be proud of the changes you make.
Blog about them externally and let
your upset customers know

• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
Directions are instructions given to
explain how. Direction is a vision
offered to explain why.
- Simon Sinek

Join the discussion
Help grow the measurement
<insert>

Thank you!
SEAN CRAMER • HEAD OF VOICE OF THE CUSTOMER • ATLASSIAN •
@COSMOCRAMER

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When it comes to designing apps and new features, we just can't get enough of metrics. In an age where we can collect data from almost anything, how can we cut through the noise and focus on the right metrics to measure the success and failures of the apps that we’re building? Join Atlassian Product Manager Josephine Lee as she delves through what exactly makes a good metric. Throughout the talk, we’ll walk through real Atlassian examples of good and bad metrics. By exploring a framework for measurement, we’ll cover detailed features that showcase how best to measure and choose the right set of success, supportive, and counter metrics. You'll walk away with tips and learnings from Atlassian’s approach to measuring success, and learn how to use data and metrics to inspire action in your apps.

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Color-blind people are using your apps. 1 in 12 men is color blind. And for women, this is 1 in 200. Building apps that work well for color blind people is not difficult. Some simple techniques help us with the design of our interface. And some tools help us see what color blind people see. In this talk, Maarten Arts of Avisi will look at common varieties of color blindness. We will look at apps through the eyes of a color-blind person. And we will discover what color-blind people struggle with. Regardless of whether you're a designer or developer, this talk will equip you with the skills and the tools you need to make sure that your app works for color-blind people.

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The words we choose have the power to include or alienate our users. The reality is that for many, English is spoken as a second language. And unless you're going to localize your product for those major non-English speaking markets, you'll need to thoughtfully create content that is accessible to a larger audience. But how do we create products that maintain a sense of personality without isolating a wide audience of non-native speakers? Join Atlassian Content Designer, Roana Bilia, as she walks you through why thoughtful, inclusive content, is key to creating well-designed user experiences. You'll walk away with foundational principles for good UX copy when optimizing your product UI, a few quick wins that you as creators and developers can incorporate into your next products, as well as a set of mistakes to avoid that companies—including Atlassian—have made, which prioritized native speakers but isolated non-native speakers.

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RUFing it out with Customer Feedback: Knowing the “Why”

1. SEAN CRAMER • HEAD OF VOICE OF THE CUSTOMER • ATLASSIAN • @COSMOCRAMER RUF’ing it out with Customer Feedback: Knowing the “Why”

2. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

3. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

4. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

5. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

6. THE SOLUTION THE FEEDBACK THE LEARNINGS Agenda DIY

7. THE SOLUTION THE FEEDBACK THE LEARNINGS DIY

8. 1 2 3 4 5 6 7 8 9 100 DETRACTORS PASSIVES PROMOTERS % Promoters - % Detractors Net Promoter Score (NPS)

10. NPS Support JAC Social Media

11. NPS Support JAC Social Media

12. NPS Support JAC Social Media

13. 15,000… a week

14. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

15. THE SOLUTION THE FEEDBACK THE LEARNINGS DIY

16. “There is a great difference between knowing and understanding: you can know a lot about something and not really understand it” - Charles F. Kettering

17. Reliability =

18. • Performance • Up-time • Quality • Security

19. FunctionalityReliability =

20. • Missing Features • Would-like • Might-help

21. UsabilityFunctionalityReliability =

22. • Complexity • Ease-of-use • Discoverability of features

23. UsabilityFunctionality Reliability F U R

24. Usability FunctionalityReliability FUR

25. FUR

26. THE SOLUTION THE FEEDBACK THE LEARNINGS DIY

27.

28. 40,000

29. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

30. RUF’ing it out…yo!! 0 % 17,5 % 35 % 52,5 % 70 % 14 % 63 % 23 % Reliability Usability Functionality

31. Usability - 63% Reliability - 23% Functionality - 14% Drill-down •Performance - 20% •Bugs - 3% •Editing - 14% •Complexity - 22% •Content- 32% •Navigation - 9%

32.

33. Customer Insight Opportunity

34. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

35. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

36. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

37. Lots of features and easy to use. Main detractor was performance though it seems fast today, maybe a recent upgrade? If the performance stays fast I would be more likely (to recommend it). DEVELOPER, CONFLUENCE “ ”

38. Page loading speed improved very much!! PRODUCT MANAGER, CONFLUENCE “ ”

39.

40. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

41. THE SOLUTION THE FEEDBACK THE LEARNINGS DIY

42. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

43. Categorize content Understand your feedback funnel along with the trafﬁc and frequency Measure the feedback Who is it from? What area is it effecting? How many said it? Find the sources Group into RUF and sub themes that help give clarity into insights Categorize and Measure

44. Establish baselines Too many comments in one area can cause problems Get commitment Insight without action is useless. Make sure your company is willing to listen to feedback. If not, call me!! Determine redlines You can’t determine if things aren’t changing if you don’t know where you are. (NPS, RUF, CSAT) Impact of insights

45. Communicate internal Focus on 3-5 opportunities per product Monitor improvements Scorecard it out! Monthly or quarterly. So the impact that change has made Create your insights Communicate that impact to the biz by constantly sharing user feedback Build the system

46. Closing the RUF loop Email and blog Don’t let feedback fall on empty and deaf ears. Follow up with you users Insights, no promises Comments come in themes. If you are going to make changes, share it 24-48 hours Be proud of the changes you make. Blog about them externally and let your upset customers know

47. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Directions are instructions given to explain how. Direction is a vision offered to explain why. - Simon Sinek

48. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace

49. Join the discussion Help grow the measurement <insert>

50. Thank you! SEAN CRAMER • HEAD OF VOICE OF THE CUSTOMER • ATLASSIAN • @COSMOCRAMER

RUFing it out with Customer Feedback: Knowing the “Why”

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