Survey Says: Creating a Conversational Interface at Scale

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1 CLICK TO EDIT MASTER TITLE STYLE Survey Says: Creating a Conversational Interface at Scale Jeffrey Coleman SurveyMonkey #Pulse2017

2 For the next 30 minutes Let s connect Surveys and Scale Talk about some real-world examples that we can use to evaluate (or perhaps challenge) our ideas of how this works Let s consider how surveys create Conversation Surveys that create the most impact lead to a deeper understanding, but most programs don t accept that challenge 3 Things every good GREAT survey program will do Because I m supposed to have a practical takeaway 2017 Gainsight. All Rights Reserved.

3 SurveyMonkey is the World s #1 Survey Platform

4 Customer Success at SurveyMonkey SurveyMonkey Platform SM Business Solutions Enterprise Beloved for its power and simplicity, yet trusted to secure the most sensitive data. Our software automatically creates persuasive content from your satisfied customers. Business Integrations A turn-key NPS solution to collect, understand, and act on your customer feedback. API developer.surveymonkey.com The easiest way to collect and review applications online

5 2017 Gainsight. All Rights Reserved. WHAT DOES SCALE MEAN?

6 Quick Survey (Show of hands) How many of you would agree that scale (especially in the context of Customer Success) has to do with having a whole lot of customers to take care of? 2017 Gainsight. All Rights Reserved.

7 Scale kicks in any time you don t have the time for a person to take action. At SurveyMonkey have a few different product lines with a relatively low average ARR. To cover a standard book of business, a CSM could need to handle 200 clients. So while it s not a massive client base in objective terms, it s more than we can handle in any kind of hightouch model Gainsight. All Rights Reserved.

8 Surveys:Scale Peanut Butter:Jelly Easy to send to lots of people We can say that we did something Nobody really expects you do anything after a survey anyway 2017 Gainsight. All Rights Reserved.

9 Reasonable Time to Resolve Rep Listened Rep Understood Problem Help Center Content Rep Product Knowledge Overall Solution Quality

10 I d like to challenge us today: You re taking the easy way out if you aren t acting on survey results And scale isn t a good excuse Gainsight. All Rights Reserved.

11 2017 Gainsight. All Rights Reserved. LET S LOOK AT SOME EXAMPLES OF SURVEYS AND SCALE

12 What Can We Learn From Pepsi?

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14

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17 What Can We Learn From Pepsi? (Or at least from Saturday Night Live) 1 You don t need to do a high-tech, fancy, complicated survey to get a good outcome Something that is simple and can be deployed quickly and easily by your team is a great start. The phone survey is all but dead in political polling and market research. But for your clients, maybe it works.

18 What Can We Learn From Pepsi? (Or at least from Saturday Night Live) 2 Just because you have millions of customers doesn t mean you need to run a huge survey Sample size matters if you re a statistician making statements about probability. For the rest of us a set of results you can interact with are more useful.

19 What Can We Learn From Pepsi? (Or at least from Saturday Night Live) 3 You need to be able to act on the results If the results of the survey aren t going to change your behaviors, then why bother asking? When planning, consider not only the time to run the survey and make the decision, but the time you need to implement the resulting action.

20 2017 Gainsight. All Rights Reserved. LET S TALK ABOUT SOME REALLY SERIOUS SURVEY SCALE

21 Uber does around 40,000,000 rides every month

22

23 Compare that to our travel partner Every time I book a flight, I m asked to rate my experience.

24 What s the difference? Why is it OK that Uber asks you to do a survey every single time?!? 4 Because every interaction is fundamentally unique

25 Uber has closed the loop on your feedback in an immediate, visible, empowering, and impactful way 5 There are direct, operationalized outcomes tied to each survey

26 Most of us aren t like Uber Your product isn t different every time Beware of survey fatigue have a touch rule of at least 30 days for a repeat survey, and is better 6 We tend to over value total responses

27 Let s evaluate 2 survey programs Survey Program A 4,000 recipients 5% response rate 200 responses Capacity to review 25 Ignore all 200 Low Value How do you filter to the right This 250?` isn t 175 fewer easy to do data points: That s a big drop Survey Program B 250 recipients 10% response rate 25 responses Capacity to review 25 Respond to all 25 High Value 2017 Gainsight. All Rights Reserved. It s the same company who has a whole lot of users. Let s look at the data for an average week:

28 2017 Gainsight. All Rights Reserved. BUT WHAT IF THE DECISION IS REALLY IMPORTANT?

29 The 2016 Presidential Election Why were so many people surprised by the result when there were so many experts looking at this? 29

30 SurveyMonkey s polling leveraged our survey traffic 50M 1M Surveys finished each month Interviews for the US Election 30

31 Built on representative diversity 31

32 Final pre-election map 32

33 Why Survey? 7 All methodologies need Election Days. As an industry we need to produce numbers that achieve both internal and external validity. Data need to be underpinned by math but they also need to reflect the real world in understandable ways 33

34 Were things changing in the final days of the campaign? Compared to previous elections, are you more enthusiastic about voting in the 2016 elections than usual, or less enthusiastic? More enthusiastic Donald Trump supporters Hillary Clinton supporters Same level of enthusiasm 47% 37% 18% 21% Less enthusiastic 34% 41% 34

35 Were things changing in the final days of the campaign? Trump Favorability Favorable Clinton Favorability Unfavorable Favorable 80% 80% 61% 62% 60% 61% 60% 40% 38% 37% 38% 39% 59% 40% 20% 0% Unfavorable 60% 40% 57% 57% 57% 56% 57% 42% 42% 42% 42% 42% Nov 03 Nov 04 Nov 05 Nov 06 Nov 07 20% Nov 03 Nov 04 Nov 05 Nov 06 Nov 07 0% 35

36 Were things changing in the final days of the campaign? In the last week, has your opinion of [Donald Trump/Hillary Clinton] gotten better, worse or stayed the same? Gotten better Donald Trump Hillary Clinton Stayed about the same 21% 12% 45% 45% Gotten worse 33% 42% 36

37 Why Survey? 8 Because perception is always in flux. Events, interactions, and experiences (sometimes whether they re related to your product or not) are constantly causing people to assess their views. If you assume you know the answer you can make some poor choices. 37

38 2017 Gainsight. All Rights Reserved. HOW SURVEYS CAN CREATE CONVERSATIONS

39 What is a Conversational Interface? It s a way of interacting with a product that replicates a conversation, often similar to a text messaging session In many cases, it allows the user to cut through layers of the UI Two common models: Sense of micro-interactions and step-by-step guidance Or end result requests that somehow get accomplished 2017 Gainsight. All Rights Reserved.

40 Sending a survey starts a conversation Valued customer, we really care about you and what you think! Tell us, what do you love about our new feature? What bugs you? I m so glad you asked. I ve been using this for a while now and [continue thoughtful reply ] 2017 Gainsight. All Rights Reserved.

41 Valued customer, we really care about you and what you think! Tell us, what do you love about our new feature? What bugs you? I m so glad you asked. I ve been using this for a while now and [continue thoughtful reply ] Valued customer, we really care about you and what you think! Last week we updated our product and we d like to know what you thought Gainsight. All Rights Reserved.

42 Why Survey? 5 ideas from SurveyMonkey s Jon Cohen 1. You are curious about something, and the data don t exist 2. You want to know what other people want, expect, know, or are willing to do 3. You want to know how rampant anecdotes (or tweets) relate to anything more elevated. What really matters? 4. Show leaders where leadership is necessary 5. Provide voice to people who might be voiceless in policy debates 42

43 Those are good topics. Understanding the answers may require a conversation Gainsight. All Rights Reserved.

44 How do we enable this for a CS team? Fundamentally, enterprise software helps the user answer one or more of the following questions: What s important? (Surface relevant information) What do I do next? (Support decision making) How do I do it? (Facilitate action) Nir Eyal Die Dashboards, Die! Why Conversations Will Reinvent Software bit.ly/diedashboarddie 2017 Gainsight. All Rights Reserved.

45 Surface Relevant Information Survey results are integrated into your day-to-day business system (ex. Salesforce) Responses from key accounts and/or users are automatically presented to the CSM Responses that are out of tolerance (i.e. an NPS detractor score) create follow-up tasks 2017 Gainsight. All Rights Reserved.

46 Surface Relevant Information Salesforce Task Automatic Don t make your team go look for results 2017 Gainsight. All Rights Reserved.

47 Surface Relevant Information : : Dec :

48 Surface Relevant Information

49 Support Decision Making

50 Facilitate Action 2017 Gainsight. All Rights Reserved.

51 Facilitate Action 2017 Gainsight. All Rights Reserved.

52 2017 Gainsight. All Rights Reserved. LET S RECAP AND HIT THOSE PRACTICAL TAKEAWAYS

53 7 things we can learn from scale surveys 1. You don t need to do a complicated survey to get a good outcome 2. Lots of customers doesn t mean you need to run a huge survey 3. You need to be able to act on the results 4. Survey when the experience or interaction is unique 5. Operationalize the delivery of outcomes based on responses 6. Don t over-value total responses 7. Look for your election day and test your models 8. Keep going because perceptions change 2017 Gainsight. All Rights Reserved.

54 3 practical takeaways 1. Target your survey to a population that you can manage 2. Close the loop on survey results to create conversation 3. Operationalize the process for your team: 1. Surface relevant information to them 2. Support their decision making 3. Facilitate their action 2017 Gainsight. All Rights Reserved.

55 THANK YOU #Pulse Gainsight. All Rights Reserved.

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