How to put customers first in your organization.

1. Kissmetrics Webinar Series
“HOW TO BUILD A FRAMEWORK FOR CUSTOMER EMPATHY:
LEARNING FROM A COMPANY THAT DOES IT AT SCALE"
The webinar starts at 10am Pacific Time
Slides and Recording will be sent out within 24 hours of the webinar
Q&A after the presentation, but feel free to enter questions as they come up
10min Demo of Kissmetrics Analytics after the Q&A

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

3. @Kissmetrics
#Kisswebinar
@ThueLMadsen

4. 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

5. @adobe
#Kisswebinar
@thibault_imbert

6. 1 Section One - Qual vs quant
2 Section Two - An empathetic product organization
3 Section Three - How to scale
TABLE OF CONTENTS
#Kisswebinar

7. Qual vs Quant
BEFORE WE GET STARTED

8. QUAL VS QUANT
#Kisswebinar
A big leak from launch to signup,
there could be various reasons.
What is
happening?

9. QUAL VS QUANT
#Kisswebinar
Quantitative tells you
the what, Qualitative
tells you the why.
“

10. Building an empathetic
product organization
PUTTING YOUR USERS FIRST

11. USE THE PRODUCT
#Kisswebinar
Use the product
(from marketing to product managers, to engineers)

12. USE THE PRODUCT
#Kisswebinar
Quantitative and qualitative
won’t give you a vision. It
helps you validate
hypotheses.
“

13. USE THE PRODUCT
#Kisswebinar
Hire people that have genuine product interest
Empathy helps you develop intuition and a vision
Helps everyone respect each other

14. 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)

15. UNDERSTAND YOUR EARLY ADOPTERS
#Kisswebinar
Track the most active users and ask yourself
the following questions…

16. 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?

17. 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?

18. 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

19. UNDERSTAND YOUR EARLY ADOPTERS
#Kisswebinar
Normal Engaged
What are the traits of engaged users, and how do
we turn more users like them?

20. 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)

21. SEED A COMMUNITY
#Kisswebinar
Treat social media as a two way street
Give a voice to your followers

22. SEED A COMMUNITY
#Kisswebinar
Collect qualitative feedback

23. 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

24. SEED A COMMUNITY
#Kisswebinar
More than 30 shares a month
+ randomized selection
Eligible for VIP status

25. SEED A COMMUNITY
#Kisswebinar

26. SEED A COMMUNITY
#Kisswebinar

27. SEED A COMMUNITY
#Kisswebinar

28. SEED A COMMUNITY
#Kisswebinar

29. SEED A COMMUNITY
#Kisswebinar

30. SEED A COMMUNITY
#Kisswebinar

31. SEED A COMMUNITY
#Kisswebinar
0.76 shares per user/day 0.97 shares per user/day
27% increase in engagement

32. SEED A COMMUNITY
#Kisswebinar
Leverage Facebook Groups as a platform
Nothing to build, already a habit for users
Get all the insights from Facebook reports…

33. SEED A COMMUNITY
#Kisswebinar

34. SEED A COMMUNITY
#Kisswebinar

35. SEED A COMMUNITY
#Kisswebinar

36. 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…

37. 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)

38. UNDERSTAND YOUR CHURNED USERS
#Kisswebinar
If not active for more
than 30 days?
Survey

39. UNDERSTAND YOUR CHURNED USERS
#Kisswebinar

40. UNDERSTAND YOUR CHURNED USERS
#Kisswebinar

41. UNDERSTAND YOUR CHURNED USERS
#Kisswebinar
Where did they left off?
How long have they been dormant for?

42. 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)

43. COLLECT NPS
#Kisswebinar

44. 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)

45. COLLECT NPS
#Kisswebinar

46. COLLECT NPS
#Kisswebinar

47. COLLECT NPS
#Kisswebinar

48. 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)

49. 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

50. COLLECT FEATURE REQUESTS
#Kisswebinar
www.uservoice.com

51. COLLECT FEATURE REQUESTS
#Kisswebinar

52. COLLECT FEATURE REQUESTS
#Kisswebinar

53. COLLECT FEATURE REQUESTS
#Kisswebinar

54. COLLECT FEATURE REQUESTS
#Kisswebinar

55. COLLECT FEATURE REQUESTS
#Kisswebinar

56. COLLECT FEATURE REQUESTS
#Kisswebinar

57. COLLECT FEATURE REQUESTS
#Kisswebinar

58. COLLECT FEATURE REQUESTS
#Kisswebinar

59. 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

60. 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)

61. FACETIME WITH YOUR USERS
#Kisswebinar
When was the last time you watched your users use your product?

62. 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

63. 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

64. 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)

65. 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)

66. #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)
PUTTING USERS IN THE CENTER OF YOUR ORGANIZATION

67. 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

68. How to scale?
IT’S A LOT OF FEEDBACK!

69. HOW TO SCALE
#Kisswebinar
NPS,
Churned users,
Feature requests,
etc.

70. 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

71. HOW TO SCALE
#Kisswebinar
Two options
AutomatedResource on your team

72. HOW TO SCALE
#Kisswebinar
Two options
nomnom.it or clarabridge.comCommunity manager, support

73. Takeaways?
WHAT’S THE GIST

74. 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

75. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
THIBAULT IMBERT
Director of Growth, Creative Cloud
@thibault_imbert
timbert@adobe.com