Contact Hub
How to create a place where you can manage and track your feedback among your contacts and accounts
Roles and Responsibilities
Product design
Interaction design
Technical exploration
Q&A and implementation review
User testing
Partnership with UX researcher for user testing;
Partnership with UI designer for new Design system components;
Goals for the project
Research, and understand customer needs for tracking feedback at contact and account levels. Define what would be an MVP for a feature that can also connect with other domains, such as program builder, and serve them on version one. One point that is clear is not to recreate a CRM tool, but what features and integrations should be there.
Background
Getfeedback is a tool for customers to step up their customer experience programs by collecting in-the-moment feedback across all channels, including email, SMS, website, and mobile apps. Their customers can set up their surveys, collect data, analyze it, and automate it, closing the loop on critical feedback as it happens in order to create ‘wow’ moments that drive customer satisfaction and loyalty.
Value Proposition
Customer experience (CX) leaders and coordinators and customer service coordinators can't connect their feedback with their customers when it's known on their CRM tools. By being able to do this connection they can have the historical feedback and map better the customer journey of each customer and have better actions towards them.
Problem understanding
Currently, there is no way to track feedback for our customers. Our customers don’t know if they surveyed a customer once or 10 times, which may lead to survey fatigue and frustration. They also don’t know what feedback they received from which customer at what point in their journey, which leaves them clueless about their happiness
We can't send using lists of customers or saved lists of customers that can be updated.
Problem definition
We assume that not being able to track feedback at the contact/account level is a problem for our customers.
First user research:
A small research was done to start and give some directions for the start of the project. The main takeaways were:
Users like to look at the overall score for a particular account. Also, it's good to check the type of customer, and the details once the tool is.
Users that want to create a list of emails that come from exit surveys.
Users mentioned that it is good to have user profiles for the customers to check in the tool.
Design Hypothesis
Based on the findings design hypothesis were created:
"We believe that by creating a contact hub for our users we will increase the level of analysis of the data from our surveys."
"We believe that connecting SFDC and other CRM tools to our contact layer will give a better overview and analysis for our SFDC users in the contact level"
"We believe that gathering data of contacts in our platform will help our users to understand better the results in one place"
Main user actions on the feature (user stories)
After the hypothesis we defined clear users stories of what could be the MVP for our Contact Hub feature:
“ As a user, I want to be able to have contacts and accounts sourced at GetFeedback across domains so I can create CX programs and surveys and easily distribute them.”
“ As a user, I want to be able to review and manage my contacts and accounts at GetFeedback so I can track their feedback in detail and avoid survey fatigue.”
“ As a user, I want to be able to upload a file with my contacts and accounts so I can sync their information across tools and have one source of truth.”
“ As a user, I want to be able to filter and sort contacts so I can create lists based on different types of criteria.”
First User flows and wireframes
With the definition of user stories, I’ve worked on the user flow for the application and wireframes.
Prototype and User research
Aligning with the team on feasibility and priorities for MVP, we moved to a prototype and did user research on all concepts of the feature. What we tested within 7 customers was:
• Accounts and Contacts overview (with details of the profile, scores, and surveys).
• File upload and mapping of fields of the tool.
• Lists concept.
• Sync options.
Key Insights
• Users reacted very positively to seeing data across surveys for a single contact or account. They were particularly intrigued by the journey maps. They currently don’t have an easy way to get insights like this but the main request was for an easy way to share the data so it could be available to the users who could take action on them.
• Users who did not have Salesforce found the concept valuable.
• The mapping of fields was a little confusing for some users. They were not quite clear where the GetFeedback fields were coming from. They also wanted more clarity on which objects the Salesforce fields were coming from.
• Users wanted to upload specific fields that they cared about into GetFeedback - such as the segment or product information.
• Most users were interested in the ability to share the data with users outside of the GetFeedback Platform as only a few users have access to GFP. Most actioners did not have access to the GetFeedback Platform. Participants spoke about sharing the data on Salesforce, Gainsight, Looker, and Power BI.
Final MVP Product
Here follows some screens of the final MVP design refined after all customer feedback.
Contact response detail
Contact overview
Contact detail
Contact upload wizard
Contact upload wizard
Settings page
Results and reflections
To address this issue, the team partnered with a UX researcher for user testing and a UI designer for new design system components. The process began with a small research study, which led to the creation of design hypotheses, user stories, user flows, and wireframes. A prototype was developed and user research was conducted with 7 customers, resulting in key insights that helped the team create the final MVP product.
The final MVP product includes features such as an accounts and contacts overview, file upload and mapping of fields, and the ability to filter and sort contacts. Success metrics for the MVP included the number of file uploads, the ability to sync with the Program Builder, and pageviews on the application.
The next steps for the project include defining the concept of lists and conducting further research on preferable tools to sync and how to integrate the Contact Hub as a cohort in the analysis tool. Overall, the project successfully addressed the problem of tracking feedback at the contact and account levels and provided customers with a user-friendly and effective tool to improve their customer experience programs.
The roles and responsibilities of each team member were crucial in ensuring the success of the project. Product design, interaction design, technical exploration, Q&A, and implementation review were all addressed in the various stages of the process.