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#RelateLive
Customer Feedback for Good, not Evil
by Ângela Guedes Customer Success Manager @Typeform
Porto, Portugal
Communication Sciences
#18 @Typeform
Biography
Made in Barcelona
Launched 2 yrs ago
1M users (fremium) 15K paying customers
$15M Series A (9mo ago)
Typeform
Typeform
Easy-to-use and intuitive DIY platform for human interaction that anyone can use
Ask questions and collect data on any screen and device
CS Pillars
1. Customer Support
2. Customer Experience
3. Education
4. Account Management
Customer Success Team
Customer Experience Framework
Onboard & Train
Onboard and train PRO &
PRO+ users with 1 to many
strategies
# tickets per PRO user during first 30 days
# unaware tickets per PRO user during first 30 days
Reduce 30-day churn rate
Customer Experience Framework
Onboard & Train
Inspire PRO & PRO+ users
with new & sticky use cases
to grow their typeform’s
usage
Onboard and train PRO &
PRO+ users with 1 to many
strategies
Inspire & Retain
# tickets per PRO user during first 30 days
# unaware tickets per PRO user during first 30 days
Reduce 30-day churn rate
NET Churn MRR
# typeforms per PRO account (avg)
Customer Experience Framework
Onboard & Train
Inspire PRO & PRO+ users
with new & sticky use cases
to grow their typeform’s
usage
Identify inactivity causes &
re-engage users
Onboard and train PRO &
PRO+ users with 1 to many
strategies
Inspire & Retain Reactivate
# tickets per PRO user during first 30 days
# unaware tickets per PRO user during first 30 days
Reduce 30-day churn rate
NET Churn MRR
# typeforms per PRO account (avg)
Reactivation MRR
Customer Experience Framework
Onboard & Train
Analyze user’s feedback to impact Product roadmap
and improve their experience with our
platform
Inspire PRO & PRO+ users
with new & sticky use cases
to grow their typeform’s
usage
Identify inactivity causes &
re-engage users
Onboard and train PRO &
PRO+ users with 1 to many
strategies
Listen & MeasureInspire & Retain Reactivate
# tickets per PRO user during first 30 days
# unaware tickets per PRO user during first 30 days
Reduce 30-day churn rate
NPS score
Churn score
Customer Voice Report
NET Churn MRR
# typeforms per PRO account (avg)
Reactivation MRR
Net Promoter Score
What is Net Promoter Score (NPS)?
• 2 question survey • Likelihood to recommend 0-10 • Follow-up question
• Objectives
• Quantify customer loyalty / satisfaction
• Analyze qualitative feedback
• Engage with customers
NPS Workflow
Hidden Fields Email, Plan, Country, Score,
Milestone
NPS Workflow
Hidden Fields Email, Plan, Country, Score,
Milestone
NPS Workflow
Hidden Fields Email, Plan, Country, Score,
Milestone
NPS Workflow
Hidden Fields Email, Plan, Country, Score,
Milestone
PRO detractors
NPS Score
All users
Promoters 3,921 57%
Passives 1,716 25%
Detractors 1,263 18%
Total 6,900
NPS score 39
PRO users
Promoters 422 64%
Passives 181 27%
Detractors 56 8%
Total 659
NPS score 56
Respondents %Respondents %
Churn Survey
Churn survey history
Email 18%
In-app 22%
Mandatory 100%
Churn survey Workflow
Hidden Fields Email, Billing Period, Country, Score, Signup date,
Latest upgrade, Last invoice, Organization & Department
❖ Max 4 questions ❖ Only 2 required:
Score & Reason
Churn survey Workflow
Hidden Fields Email, Billing Period, Country, Score, Signup date,
Latest upgrade, Last invoice, Organization & Department
Pricing
Churn survey Workflow
Hidden Fields Email, Billing Period, Country, Score, Signup date,
Latest upgrade, Last invoice, Organization & Department
Project Ended
Pricing
Churn Survey | score vs reason
Least frequent reasons have low ratings
Most frequent reason has highest rating
Churn Survey | follow-up actions
Low usage: Inspire with more use cases
High usage: Yearly plan discount
Support Tickets
Support Tickets
3,5k tickets/month 98% C-SAT
How to quantify open feedback?
A type of issue
B panel
C Feature
eg. feature request
eg. builder
eg. Logic jump
Tag system
Customer Voice (for good, not evil)
Multiple Channels
NPS
CHURN
SUPPORT TICKETS
SOCIAL MEDIA
CALLS
PRODUCT Interviews
Why Customer Voice?
Not enough data Hard to identify patterns
Customer Voice | Solution
Aggregate customer feedback Identify trends
Customer Voice | Metrics
C-SAT NPS score Churn score F. Requests Pain Points
Customer Voice Overview
TICKETS
98% C-SAT
3,5K support requests
73 bug related
Pain points
1. Pro trial/Private mode 2. Demo user 3. Results
Feature requests
1. Advanced analytics 2. Save partial responses 3. Custom Notifications 4. Advanced Payment field
NPS
NPS Score: 39
PRO NPS: 56
In a sprint/done On the roadmap Not prioritized Prioritized in V2
Churn
Avg Rating (All Paid Users): 8.00
Avg Rating (PRO+): 7.30
Impact of the Customer Voice?
Prioritize projectsInfluence Product Influence Marketing
Takeaways | How to use data for good
1 Make it relevant Segment and aggregate to identify trends.
Takeaways | How to use data for good
1
2
Make it relevant Segment and aggregate to identify trends.
Make it scalable Automate what you can. Be personal when it’s valuable.
Takeaways | How to use data for good
1
2
3
Make it relevant Segment and aggregate to identify trends.
Make it scalable Automate what you can. Be personal when it’s valuable.
Make it actionable Kind feedback is only good for the ego. Only collect actionable data.
Takeaways | How to use data for good
1
2
3
Make it relevant Segment and aggregate to identify trends.
Make it scalable Automate what you can. Be personal when it’s valuable.
Make it actionable Kind feedback is only good for the ego. Only collect actionable data.
4 Make it visible Each department only knows one chapter of the story. Put everything together and share.
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